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Everybody lives by selling some products, services or ideas. Generally, marketing is considered as selling and promotion. However, making a sale, i.e., selling is the old sense of marketing. In its new sense, marketing is satisfying customer needs. Selling is only one aspect of marketing.  

The ‘consumer-oriented’ marketing has led to a new philosophy of doing business known as ‘marketing concept’. Under this concept, marketing is much more than a physical process of distributing goods and services.

It is a distinct philosophy of business under which all business activities are integrated and directed to supply the goods and services which customers want, in the way they want, at the time and place where they want and at a price which they are able and willing to pay for.

Marketing concept is reflected in the following definitions:

“Marketing is the process of discovering and translating consumer wants into products and services and then in turn making it possible for more and more people to enjoy more and more of these products and services.”