| Views Business as a ‘goods producing process’. | Views business as a ‘customer satisfying process’. |
| The seller is the center of the business universe; activities start with the seller’s existing products. | The buyer is the center of the business universe; activities follow the buyer and his needs. |
| Selling starts with the seller and is preoccupied all the time with the needs of the seller. | Marketing starts with the buyer and constantly focuses on the buyer’s needs. |
| The firm makes the product first and then figures out how to sell it and make a profit. | What is to be offered as a product is determined by the Customer. The firm makes a ‘total product offering’ that will match and satisfy the identified needs of the customers. |
| Cost determines the price. | The consumer determines the price; the price determines costs. |
| Emphasis is on ‘somehow selling’; There is no coordination among the different functions of the total marketing task. | Emphasis is on integrated marketing; an integrated strategy covering product, promotion, pricing, and distribution. |
| In firms practicing ‘selling’, Production is the central function of the business. | In firms practicing ’marketing’, marketing is the central function of the business. |
| Seeks to convert ‘products’ into cash quickly. | Seeks to convert ’customer needs into products. |
| Selling is a PUSH’ process. | Marketing is a ‘Pull’ process |
