Q.Explain the 'Marketing Concept' and contrast it with the 'Selling Concept'.

These two orientations disagree on a basic question: should a business make a product first and then push it, or find out what customers want first?

The Marketing Concept holds that a firm can best achieve its own goals (profit, growth) by first determining the needs and wants of its target market, and then delivering the desired satisfaction more effectively than competitors. It puts the customer's need at the very start of the business process, before the product is even designed.

The Selling Concept, by contrast, assumes that customers will not, on their own, buy enough of the firm's product — so the firm must undertake aggressive selling and promotional effort to push an already-made product onto the customer. Under this concept, the product comes first, and the sales team's job is to persuade customers to buy it, whether or not it perfectly matches what they actually wanted. …