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People often mix up marketing and selling. Some business owners use these terms interchangeably, which is not true. Others treat marketing as the sum total of selling and advertising. This again is not true.
There is no doubt about the evolution of marketing – it came from selling only. Pre-world war II era suggest that selling prevailed over everything else. This was the time when whatever was manufactured, was sold without major problems. The famous line ‘you can have any color as long as it is black’ belongs to that era.
Selling is focused on product, and not on the customer. Marketing on the other hand is solely focused on the customer. Customer needs are assessed, product is manufactured and then sold to them. Thu, selling is purely a part of marketing process. Selling can be termed a start-stop process, while marketing is a continuous process. Naturally, marketing is a longer term process than selling, and aims to keep customers happy and satisfied with the products. For a small business owner, it is important to follow basic principles of marketing.
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