MARKETING 39.
The Selling Concept
The selling concept asserts that consumers and businesses, if left to their own devices, won’t purchase enough of the organization’s products. This approach is most commonly applied to unsought goods—products that buyers don’t typically think about purchasing, such as insurance or cemetery plots—and by firms with excess production capacity, focused on selling what they have rather than what the market truly needs. Marketing driven by hard selling is inherently risky. It assumes that customers who are coerced into making a purchase won’t return, complain, spread negative word-of-mouth, or engage with consumer advocacy groups, and may even repurchase the product.
