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Beginning of Paper
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Introduction
« Change is recognised as endemic and adaption considered to be the Darwinian
condition for survival. Changing needs present potential market opportunities
which drive the company. »
Marketers have recognised that marketing is a human activity, which facilitates the aim, of satisfying the needs a ....
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Middle of Paper
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.... to aggressive selling and promotions. Closing the sale is the goal of this orientation. The selling concept is often characterised by an increase in the size of the sales force Finally, the marketing concept eschews the notion that the most important element in business philosophy is either the production capability or capacity or aggressive sales. Instead, this concept focuses on the needs and wants, both present and future, of potential customers. Kotler offers further clarification: selling focuses on the needs of the seller; marketing on the needs of the buyer.
Kohli an ....
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SUBJECTS
