Marketing Management

The selling concept assumes that cosumers typically show” buying inertia” (initial reluctance to buy) and have to be persuaded into buying. It is based on the idea that people will buy more goods and services if aggressive sales techniques are used. It assumes that the company has a whole battery of effective selling and promotional tools to stimulate more buying.
Thus sales oriented organization assumes that well trained and motivated sales person has the capability to sell any product or services. The selling concept is typically practiced with unsought goods those goods that buyers do not normally think of buying, such as insurance, encyclopedia etc. Most firms practiced the selling concept when they have overcapacity. Such aggressive selling, however, carriers high risks. It forcuses on creating sales transaction rather than on building long-term, profitable constomer relationship. Assumption: This philosophy forcuses and suggest:
1. Emphasis on stock clearance;
2. Aggressive sales and promotion;
3. Profit through quick sales of high volumes.