Customers are naturally sales resistant, requiring active and aggressive selling techniques. This statement reflects which marketing concept?

The statement that customers are naturally sales resistant and require active and aggressive selling techniques aligns with the sales orientation concept. This approach to marketing assumes that the primary focus of a business should be on selling its products or services, often prioritizing sales volume over customer needs or preferences.

In a sales-oriented company, the belief is that customers do not naturally seek out the product, necessitating pressure tactics and a strong sales strategy to persuade them. This contrasts with other approaches such as product orientation, which emphasizes the quality and features of products regardless of customer demand, or market orientation, which focuses on understanding and meeting customer needs and preferences. Transfer orientation is not a widely recognized marketing concept in this context, further distinguishing sales orientation as the most relevant answer.

By centering sales techniques around the belief that customers are resistant, this aligns neatly with the strategy that actions must be taken to drive purchases, making sales orientation the correct interpretation of the statement.