This concept holds that customers should be persuaded into buying through aggressive selling and promotion efforts. This concept has following features:a) Selling orientation of the organization which aims at satisfying the seller’s needs. It focuses on products. The aim is to sell what is made.
b) Aggressive selling and promotion to attract customer; pushing the products in the market for high sales volume.
c) No concern for customer’s needs.
d) Customer persuasion into buying existing products through a range of selling techniques.
Under this concept, managers focus on stimulating sales through promotional tools. This concept is dominant in Nepalese organizations. It is popular with non-profit organizations for social marketing. It is also used for political marketing. This concept is useful where overcapacity exists.
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