Marketing and Selling are both activities aimed at increasing revenue. They are so closely entwining that people often don’t realize the difference between the two. This is particularly true in the case of small businesses, which often equates marketing with selling deliberately due to organizational and resource limitations. These two are the most misconstrue however there exists a fine line of difference between marketing and selling the concept, that lies in their meaning, process, activities, management, outlook, and similar other factors. So, what is the question we are going to discuss; What is the difference between Marketing and Selling?

Here are explains; Difference between Marketing and Selling with their Definition and Concept.

Marketing is an ancient art and is present everywhere. Good marketing has become an increasingly vital ingredient for success. It is a comprehensive term, which includes a lot of research in selling, advertising, and distributing the goods. Marketing is a series of different steps and processes which help in getting the products to the consumer from the producer.

Definition of Marketing:

Marketing: Basically, it is a management process through which products and services move from concept to the customer. It includes identification of a product, determining demand, deciding on its price, and selecting distribution channels.

The UK-based Chartered Institute of Marketing (CIM) defines the term as follows:

“Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.”

Below is the American Marketing Association’s definition:

“Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”

Selling: Selling is first and foremost a transaction between the seller and the prospective buyer or buyers where the money exchanges for goods or services. So the best way to define selling is to focus on the sales skills that are necessary to make that transaction happen. Defining selling as the art of closing the deal encapsulates selling’s essence.

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In the language of Philip Kotler:

“The selling concept holds that consumers if left alone, will ordinarily not buy enough of the organization’s product. The organiza­tion must, therefore, undertake an aggressive selling and promotion effort.”


The following concept below are;

Marketing Concept:

The marketing concept is a business idea, which states that the company’s success lies in becoming more effective than the rivals, in producing, delivering, and communicating greater customer value to the target market. It relies on four elements, i.e. the target market, integrated marketing, customer needs, and profitability. The concept begins with a specific market, stresses customer needs, coordinates activities that influence customers, and reaps profit by satisfying customers.

The notion holds that a firm can attain its objective of profit maximization, in the long run, by identifying and working on the needs of the current and prospective buyers. As well, the central idea of the marketing concept is to fulfill the needs of the customer, using the product. Hence, all the decision was taken by the firm keeping in mind the satisfaction of consumers.

Selling Concept:

The selling concept holds that if businesses and consumers are left isolate, then the consumers are not going to buy ample products manufactured by the company.

The concept can apply belligerently, in the case of goods are not sought, i.e. the goods which the customer don’t think of purchasing and also when the firm is operating at more than 100% capacity, the firm aims at selling what they produce, but not what the market demands. Hence, the consumer wants are inducing to buy the products, through aggressive selling and promotional techniques such as advertising, personal selling, and sales promotion.

The essence of selling the concept is to sell what the company produces, by convincing, coaxing, luring, or persuading buyers, rather than what is a desire by the customer. Also, the concept focuses on generating a profit by maximizing sales.

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Difference between Marketing and Selling:

The following basic differences of key-point below are:

In the Marketing differences:
  • The marketing concept applies to developed economies; where supply is more as compared to demand- amidst intensely competitive conditions. As such, the selling of goods is the biggest problem.
  • Under the marketing concept, there is a long-run perspective; concerned with winning consumers permanently and capturing the largest “market-share” by providing maximum consumer satisfaction.
  • Marketing is a wider concept. It includes selling plus a large number of functions viz. marketing research, pricing, promotions, packaging, and a host of other functions.
  • Marketing is consumer-oriented. It emphasizes consumers and the maximization of their satisfaction.
  • Marketing starts with marketing research; next, do a production based on marketing research outcomes and finally do the selling.
  • The Basic objective of marketing is profit-maximization through maximizing consumer satisfaction.
  • Marketing follows an integrated approach to organizational structuring. All departments of business enterprise are restructuring with a marketing orientation.
  • There is great emphasis on after-sales service, under the marketing concept; to win customers permanently and ensure the long-term prosperity of the business enterprise.
  • Marketing is a philosophy of organization and management. Selling is a natural outcome of such a philosophy.
  • Under the marketing concept, demand creates appropriate marketing strategies.
In the Selling differences:
  • Selling is production Oriente. It emphasizes production and its efficiency.
  • The selling concept is appli­cable to under-developed economies; where supply is less as compares to demand. As such selling goods is no problem.
  • In the under-selling concept, there is a short-term perspective; concerned with making sales and earning profits.
  • Selling is a narrower concept. It is a part of the marketing concept; in so far “selling” is concerned. It includes limited marketing functions that are imperative for selling.
  • “Selling” starts with the production; and ends with the selling of goods to the consuming public.
  • The Basic objective of selling is profit maximization through sales maximization.
  • There is the independent status of production, marketing, and other business enterprise departments.
  • There is usually no attention to after-sales service, under the selling concept.
  • Selling follows a routine process of physical distribution of goods.
  • An Under-selling concept demand is presumed to be in existence.
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What is the Difference between Marketing and Selling
What is the difference between Marketing and Selling?

The 5 differences between “Marketing” and “Selling” clear main Concept:

There are a good many people who use the words “marketing” and “selling” interchangeably. There is a difference between the two terms so much so that their real meaning and content make them altogether quite distinct words.

The 5 basic difference can outline as under:


“Marketing” involves the design of products acceptable to customers and the transfer of ownership between the sellers and buyers. However, “Selling” simply involves obtaining orders from customers and supplying them with the products. It is more concerned about the sale of goods already produced.


Marketing has philosophical and strategic implications. It is direct towards the long-term objectives of growth and stability. On the other hand, selling is the mere tactical routine activity with a short-term perspective, under which customers are taking for granted as one homogeneous unit.


Marketing begins much before the production of goods and services. It continues even after the sale because “after-sale services” may be necessary for satisfying the wants of customers.

However, selling comes after the product has been completing and it comes around with the delivery of the product to the customer. In other words, marketing begins before the manufacturing cycle, whereas selling comes at the end of this cycle.


Marketing, as a word, has a wider connotation which includes selling in its fold. Selling is a part of marketing that covers many other activities like marketing research, product planning and development, pricing, promotion, distribution, and the like. Thus, marketing means selling but selling does not mean marketing.


In the case of marketing, the focus is on satisfying the wants of customers while selling emphasizes the need of the seller to convert products into cash. Also, Marketing is customer-oriented and seeks to earn profits through customer satisfaction. On the contrary, selling is product-oriented and seeks to increase sales volume.

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