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You ‘sell & buy’ or ‘market & choose’? A management message from nature
Highlights
What exactly differentiate the above two approaches viz., selling and marketing, as apparently the result of both process are only to research the product to its end customers. Sales person or marketing person, who has the greater opportunity and can the nature help one to find answers to all the above quarries?
A product is when sold or marketed, will have great value and recognition among the customers?
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What exactly differentiate the above two approaches viz., selling and marketing, as apparently the result of both process are only to research the product to its end customers. Sales person or marketing person, who has the greater opportunity and can the nature help one to find answers to all the above quarries? The principle of sales and marketing approaches are well known to nature much before the business pundits (scholars). Many of its creations in nature strictly employ the above distinctions either at one stage or other in their life. Nature indeed has seen them separately and hence various species use either sales or marketing techniques according to situational reality and requirements.
The simple definition of selling means, ‘offer what one has’ and on the other hand, marketing means, create awareness about what one has and create a need and difference to the customer.
The selling and marketing cannot be related only to the one who has something to offer but this psychology can be seen in every buyers also. From the buyer’s point of view, when buying something that has just ‘commodity value’ makes such actions equivalent to ‘sales’. Whereas when one study, understand, analyze and compare the products before purchase is an example similar to marketing.
The question is whether the customer gives ‘commodity’ value to a product that is sold or marketed. The interesting truth is that all our basic need based purchases fall under the category of ‘commodity’ (sales approach) and the purchase that fall under the category of ‘luxury need’ where people try to understand and analyze the products comes under the influence of marketing psychology. When need prevails, people seldom use ‘choice’ and ‘analysis’ and simply accepts the products the way they are.
How do corporate employees search new jobs? When they have an acute need for job, majority of them accept whatever the job is available to them. Later only they analyze and search a better job. In the life of corporate employees the basic needs causes compromise, sacrifice and the attitude of enduring insult and humiliation. They need a job and hence they generally prefer to be submissive, insensitive and tolerant to all sorts of nonsense in the corporate world.
The interesting difference in nature is that all animals and plants employ marketing approach when they have something to ‘sell’. They exert wise choice and selection in their purchase that is dominated by absolute need.
Procreation is an absolute need for all animals. The male animal has to market ‘itself’ to the female animal. Only the animals with the best marketing strategy and is the ‘best product’, the female would accept. The selection of a male partner by the female animal is also purely based on choosing the best and not buying what is available.
Another important question is, who, the marketing or sales person will have a successful career prospects. In animal and plant world, obviously those who market well alone will find success and customers.
Plants do market by different means like attract insects and other animals for pollination and seed dispersal by having attractive petals, pleasant smell, nectar, pollen grains etc., to offer to the pollinators. The approach of selling is less prevalent in animal and plant kingdom.
In the case of corporate, it is difficult to say whether sales or marketing function has great future. Marketing guys even try to market the commodity while the sales guy will try to sell the product that comes under the category of luxury need.
Why, human beings in general and corporate employees in particular attach mere commodity value to their basic needs and, premium value to the luxury needs. The answer is that human life is driven by luxury needs and not the basic needs.
Animals and plants employ only marketing approach and would choose the best during procreation which is an absolute need for them.
Dr S Ranganathan
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