Company Orientations Selling concept is the idea that consumers will not buy enough of the firm's products unless it undertakes a large scale selling and promotion effort Marketing concept is the idea that achieving organizational goals depends on knowing the needs and wants of the target markets and delivering the desired satisfactions better than competitors do >3Cs: Company, Customer, Competition hts reserved, Zou deqian Selling vs Marketing Orientation Starting Means End The selling Factory Existing Profits through oducts ales volume The marketing arket Customer Integrated Profits through concel marketin customer satisfaction9 17 © Copy rights reserved, Zou Deqiang Company Orientations • Selling concept is the idea that consumers will not buy enough of the firm’s products unless it undertakes a large scale selling and promotion effort • Marketing concept is the idea that achieving organizational goals depends on knowing the needs and wants of the target markets and delivering the desired satisfactions better than competitors do ¾3Cs: Company, Customer, Competition 18 © Copy rights reserved, Zou Deqiang Selling vs. Marketing Orientation