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Purchasing narrow product lines that is their

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PurchasingNarrow product lines.That istheir offerings to the marketare limited in the number ofproducts or brands.Broad product line that ishaving a variety of productthat appeal to customers.FinanceRigid budgets.That isbudgets made once and for all.Flexible budgets.That ishighly adaptive to changes inthe environment.AccountingStandard transactions e.g.fixed prices, no discounts. etcSpecial terms and discountsare given to customers.DIFFERENCES BETWEEN SELLING AND MARKETING CONCEPTSSELLINGMARKETINGProducing more goods and services forselling.Producing what potential and current customerswant.that is producing as per the orders andspecifications of the clients.Company first makes the product thenfigures out how to sell it profitably by usingCompany first determines what, how, when etccustomers wants goods and services.Then theyCompiled by Evans Silver Kwendo10
MARKETING FUNDAMENTALS TUTION MATERIALvarious selling techniques to persuadecustomers to purchase.This is a short termstrategy, because it does not build long termrelationships with customers.figures out how to profitably make and deliverthem to satisfy customers wants.Emphasises internal and company orientationie a company that practice selling philosophymostly considers achieving its internal orcompany objectives rather than customersobjectives.Emphasises external and market orientation iethe main objective of a company here is to ensurecustomer satisfaction before thinking aboutcompany objectives.It emphasises seller needs.This is referredto as seller market.This is where theproducers assumes that he owns and controlthe total market - Very practical undermonopoly situation.Emphasises market or buyer needs.This isreferred to as buyer market.Very practical incompetitive environment.This is whereproducer recognise that customers control themarket of the market is for the customers.Company bends consumer demands to fit itssupply.This implies that company thatpractice selling philosophy, conditioncustomers to purchase what is there and notwhat they want.Company bends its supply to the will of theconsumer demand.STEPS USED IN SHIFTING FROM SALES ORIENTATION TO MARKETINGORIENTATIONDue to competitive nature of the business environment, most companies are adopting marketingpractice that emphasises customer satisfaction as well as long term relationships with customers.Asuch for a company to adopt marketing orientation, it has to ensure the following:(1)Reorganisation of its structure - This is where an organisation has to create or establish anactive marketing department headed by qualified marketing manager.This implies thatthecompany had no marketing department to cater for marketing activities.(2)Training of employees:This is where a company has to sponsor its employees for trainingsessions in marketing so as to impart them with marketing knowledge and skills to enabletheperform marketing activities effectively and efficiently.

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Term
Spring
Professor
Arvin Rad
Tags
Marketing, Evans Silver Kwendo

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