Product Concept:

Holds that consumers will buy products of high quality and performance and shun inferior quality products. The producers concentrate on improving their product without knowing "what turns the customers on". It is weak in that it assumes people are aware of the product's technical qualities and that they will buy without persuasion from the producer.

Selling Concept:

Holds that consumers if left alone will ordinarily not buy enough of the organization's products. The organization must therefore undertake an aggressive selling and promotion effort practised most commonly with "unsought goods" like insurance. The marketer must practise hard selling. It is also practised a lot in the non profit areas e.g. colleges, political parties, churches and harambee movements (in Kenya). Most firms practising the concept have overcapacity so their aim is to sell what they make rather than make what the market wants.