Discussion
Selling concept focuses on the needs of sellers, while marketing concept focuses on the needs of .............
Answer: C
The marketing concept focuses on the needs of buyers.
Theodore Levitt's distinction is that selling is preoccupied with the seller's need to convert the product into cash, while marketing is preoccupied with satisfying the needs of the customer through the product and everything associated with creating, delivering and consuming it. Under the marketing concept a firm first finds out what buyers want and then makes it, earning profit through customer satisfaction.
Dealers, suppliers and distributors are partners in the marketing channel whose cooperation matters, but they are not the focus of the marketing concept. The final buyer, the customer, is.
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