Those companies who believe in this philosophy are of the opinion that if the quality of goods or services is of good standard, the customers can be easily attracted. The basis of this thinking is that the customers get attracted towards the products of good quality. On the basis of this philosophy or idea these companies direct their marketing efforts to increasing the quality of their product.

There are various functions of marketing described as below:

1. Marketing research: This refers to the study of a market so that customers needs, desires, and preferences can be identified and a product can be design and developed as per their requirement.
2. Marketing planning: The marketing plan involves laying out specific strategies to increase market share, promotion program and increase production capacity to meet increased demand.
3. Product planning development: A good design improves the quality of the product and makes it attractive and competitive in the target market. Development of product should be as per requirement of customers.
4. Packaging and labeling: Packaging refers to designing the package for the products and labeling refers to designing the label to be put on the package. Both play an important role in marketing the product.
5. Branding: Branding refers to giving a name, sign or symbols to the product. Brand name provides business an identity and distinguishes its product from that of its competitors.
6. Customer support services: These services are related to handling customers after goods are sold to them. Its main aim is to maintain a good relationship with customers.
7. Storage and warehousing: For smooth flow and regular supply of goods, business needs to maintain an appropriate stock level and thus require warehousing or storage facilities.
8. Transportation: Transportation facilitates movement of goods from the manufactures to the consumers and thus creates place utility.
9. Promotion: Promotional techniques are used to create product awareness amongst the potential target customers and persuade them to purchase the product. Like advertising, personal selling, publicity and sales promotion etc.
10. Standardization and grading: Standardization refers to producing products with predetermined specifications and grading classifies the product into different groups on the basis of size, quality etc.
11. Price Fixing: Price of the product affects the success or failure of a product in the market. Demand of the product is inversely related to its price. The marketers analyses all the factors, while setting prices.

Marketing Planning: In order to achieve the objectives of an organisation with regard to its marketing, the marketeer chalks out his marketing plan. For example, a company has a 25 per cent market share of particular product. The company wants to raise it to 40 per cent. In order to achieve this objective the marketeer shall have to prepare a plan in respect of the level of production and promotion efforts. It will also be decided that who will do what, when and how. To do this is known as marketing planning.

Product Designing and Development: Product designing plays an important role in product selling. The company whose product is better and attractively designed sales will be more than the product of a company whose design happens to be weak and unattractive. In this way, it can be said that the possession of a special design affords a company competitive advantage. It is important to remember that it is not sufficient to prepare a design in respect of a product, but it is more important to develop it continuously.

(i) ‘Bending the customer according to the product.’ – This statement is related with selling concept.

(ii) ‘Developing the product according to customer needs.’ – This statement is related with marketing concept.

Following are the main differences:

Definition: According to Philip Kotler, “Marketing is that social process by which individuals and groups obtain what they need and want through creating offerings and freely exchanging products and services of value with others.”

Features: Following are the main features of marketing:

(i) Need and Want: Marketing is the process of fulfilling the needs and wants of the consumers. All the people have almost the same needs but their wants happen to be different, e.g., feeling hungry is a need but satisfying it by eating only sambhar and dosa is a want. A seller tries to find out the needs of the consumers and how those needs are to be satisfied.

(ii) Creating a Market Offering: It refers to provide complete information about the product and services e.g., providing information about the name of product and service, type, price, size, centre of availability, etc. A good market offer is always prepared keeping in mind the needs and priorities of the customers.

(iii) Customer Value: A buyer analyses the cost and the satisfaction that a product provides before buying it. When he find that the satisfaction, that it provides out weighs the cost factors, only then he buys it. The seller should manufacture the product keeping in view this tendency of the customer.

(iv) Exchange Mechanism: Literal meaning of marketing is exchanging things. Marketing has two sides — buyer and seller. Marketing becomes possible only by the medium of exchange between the two. For example, the seller gives goods and services and in exchange the buyer gives money or something equivalent to it. These days the distance between the place of production and the place of consumption has increased. To lessen this distance the help of many intermediaries like the agents, wholesalers, retailers, etc. is taken. All these reduce this distance through the medium of marketing. Therefore, it can be said that exchange is the essence of marketing.