The terms marketing and selling are related but not synonymous. Marketing emphasises on earning profits through customer satisfaction. In marketing, the focus is on the consumer’s needs and their satisfaction. Selling, on the other hand, focuses on product and emphasises on selling what has been produced. It is a small part of the wide process of marketing wherein emphasis is initially on promotion of goods and services and eventually on increase in sales volume.

Marketing has long term perspective of winning over consumer loyalty to the product by providing him maximum satisfaction. However, selling has short-term prospective of only increasing the sales volume.

In marketing, the consumer is the king whose needs must be satisfied. In selling, the product is supreme and the entire focus is its sale. Marketing starts before production and continues even after the exchange of goods and services has taken place. It is so because provision of after sale service is an important component of marketing process. 

Selling starts after the production and ends as soon as the exchange of goods and services has taken place.


  1. Marketing includes selling and other activities like various promotional measures, marketing research, after sales service, etc.

  2. It starts with research on consumer needs, wants, preference, likes, dislike etc., and continues even after the sales have taken place.

  3. Focus is on earning profit through maximisation of customers’ satisfaction.

  4. Customer’s need is the central point around whom all marketing activities revolve.

  5. It is an integrated approach to achieve long term goals like creating, maintaining and retaining the customers.

  6. Stresses on needs of buyer.


  1. Selling is confined to persuasion of consumers to buy firm’s goods and services.

  2. Selling starts after the production process is over and ends with the handing over the money to the seller by the buyer.

  3. Focus is on earning profit through maximisation of sales.

  4. Fragmented approach to achieve short term gain.

  5. All activities revolve around the product that has been produced.

  6. Stresses on needs of the seller.