Sales concept is based on lurking apprehension that customers will not buy the product in sufficient quantities unless aggressively pressurized. The selling concept was the major means of increasing sales and profits in the earlier ages in developed countries. Selling concept is geared towards converting existing products into cash rather than first finding and the satisfying customer needs. This is often observed in practice when companies show heavy reliance on their promotional capabilities based on a hard sell approach. It is obvious that if a company’s products do not match the changing tastes and requirements of customers, with many alternative choices available, managers might be inclined to go for aggressive promotional efforts to sell required quantities. With ever intensifying competition, products becoming more standardized without any meaningful differentiation i.e., commoditization, heavy promotional efforts in all possible manners are bound to remain the practice, in order to grab more share of the customers purse. The consequence of “hard sell” might harm the customer base to the extent that, in some cases, they might even bad mouth the product if the product fails to match up to their expectations.
Marketing Concept: There was a growing recognition among people that merely efficient production and extensive promotion, including hard selling, did not guarantee that customers would buy products. With the passage of time, experienced customers increasingly seemed unwilling to be persuaded. Ultimately most companies came to the conclusion that determining what customers wanted was a must before making a product rather than producing products first and then persuading them to buy. Marketing concept proposes that an organization should focus on customer needs and wants, coordinate its efforts, and endeavor to accomplish organizational goals. The major