the scope of marketing
Markeng is typically seen as the task of creang, promong, and delivering goods and services
to consumers and businesses. Markeng are skilled in smulang demand for a company’s
products, but this is too limited a view of the tasks marketers perform. Just as producon and
logiscs professionals are responsible for supply management, marketers are responsible for
demand management. Markeng managers seek to influence the level, ming, and
composion of meet the organizaon’s objecves.
Markeng people are involved in markeng 10 types of enes: goods, services,
experiences, events, persons, places, properes, organizaons, informaon, and ideas.
GOODS Physical goods constute the bulk of most countries’ producon and markeng
efforts. Companies alone market billions of canned and frozen food products, millions of tons of
steel, millions of hair dryers, cars, television sets, machines and various other mainstays of a
modern economy. Not only do companies market their goods, but thanks to the Internet, even
individuals can market goods.
SERVICES As economies advance, a growing proporon of their acvies is focused on the
producon of services. Services include the work of airlines, hotels, car rental firms, barbers and
beaucians, maintenance and repair people, as well as professionals working within or for
companies, such as accountants, lawyers, engineers, doctors, soware programmers and
management consultants. Many market offerings consist of a variable mix of goods and
services. At the pure services end would be a psychiatrist listening to a paent or a quartet
performing Mozart; at another level would be the telephone call that is supported by a huge
investment in plant and equipment; and at a more tangible level would be a fast-food
establishment where the customer consumes both a product and a service.
EXPERIENCES By orchestrang several services and goods, a firm can create, stage and
market experiences. There is also a market for customized experiences, such as spending a
week at a football camp playing with some rered players or climbing Mount Everest.
Businesses can create markeng experiences by coordinang brand events.
EVENTS Marketers promote me-based events, such as the Olympics, company
anniversaries, major trade shows sports events, and arsc performances. There is a whole
profession of meeng planners who work out the details of an event and make sure if comes off
perfectly.
PERSONS Celebrity markeng is a major business. Years ago, someone seeking fame would
hire a press agent to plant stories in newspapers and magazines. Today every major film star has
a agent, a personal manager, and es to a public relaons agency. Arsts, musicians, CEO’s,
physicians, high-profile lawyers and financiers and others professionals are also geng help
from celebrity marketers.
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