1. Customer Focus: Both marketing orientation and selling orientation recognize the importance of customers. In marketing orientation, the customer is the central focus of all business activities, while in selling orientation, the customer is still a priority, but the main emphasis is on making sales.
2. Goal of Profitability: Both approaches aim to achieve profitability for the business. In marketing orientation, profitability is achieved by understanding and meeting the needs of customers, while in selling orientation, profitability is achieved by convincing customers to buy products or services.
3. Communication and Persuasion: Both marketing orientation and selling orientation involve communication and persuasion. In marketing orientation, communication is focused on providing information, building relationships, and creating value for customers, while in selling orientation, communication is centered around convincing customers to make a purchase.
4. Use of Research: Both approaches can involve research to gain insights into customer preferences, market trends, and competitive landscapes. In marketing orientation, research is used to understand customer needs and develop effective marketing strategies, while in selling orientation, research is often used to identify potential customers and target them with sales pitches.
5. Integration with Other Business Functions: Both marketing orientation and selling orientation require integration with other business functions such as product development, production, and customer service. In marketing orientation, these functions are aligned to support customer-centric strategies, while in selling orientation, they are coordinated to facilitate sales efforts.