Product vs Selling Philosophy.

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MARKETING PRODUCT vs SELLING PHILOSOPHY. PRODUCT PHILOSOPHY SELLING PHILOSOPHY (a) (b)  Assumes customers favour products that offer the best quality performance and features.  Implies firms should continuously strive to upgrade products and product features.  Make and sell find customers for your products.  Focus is on the product.  Ultimate goal is organizational profit.  Emphasis on improving existing technology to produce the best product.  Assumes consumers need to be sold Company Manufactures the product first.  Planning is short-run-oriented in terms of today's products and markets.  Customers must be convinced to buy products. Practiced with unsought goods.  Focus is also on the product.  Goal is organization profit.  Management is sales volume oriented.  Emphasis on staying with existing technology and reducing costs. Kotler P (1998) asserts that the product philosophy is based on ways to improve the quality, performance, and features to attract buyers. He argues that this philosophy is concerned with adding features to products, rather than thinking about what people actually need and want. The product concept assumes that consumers will go for those products that offer the most quality, performance, and features eg the brand of the Swiss watches. Swiss wrist watches are manufactured to the best standards and are of high quality. Some of the working parts are fitted with industrial diamonds to guard against wear and tear. The Swiss brand is renowned worldwide; it has high profile loyal customers who prefer Swiss watches only. Kotler is of the view that the selling concept focuses also on the product but more on sales rather than what people actually need or want. Contrary to the product philosophy the selling concept focuses on the needs of the seller. The seller forces products that

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