The meaning of the term 'marketing' remains an area of confusion in the minds of many. As a marketing practitioner, explain the implications and the real meaning of marketing. Show how this can be distinguished from selling.

Objective

This question aims to assess your basic understanding of the marketing concept and the depth and range of matters with which it is concerned.

Approach

You should clearly distinguish between marketing as a business philosophy and the role of marketing as a functional area of management, and include some explanation of these two elements. The answer should then be developed so as to draw a distinction between 'marketing' and 'selling'. To achieve this, some detail as to the basic tenets of each approach will be necessary. Remember that in this context 'selling' refers to the conceptual orientation of a firm towards its customers.

The question, therefore, calls for a balanced answer covering each of the following:

1.

The marketing concept;

2.

Marketing as a function;

3.

A distinction between marketing and selling.