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The scope of marketing, Study notes of Marketing Management

This topic is based on marketing-related scope. Marketing is typically seen as the task of creating, promoting, and delivering goods and services to consumers and businesses.

Typology: Study notes

Pre 2010

Available from 08/28/2023

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the scope of marketing
Markeng is typically seen as the task of creang, promong, and delivering goods and services
to consumers and businesses. Markeng are skilled in smulang demand for a company’s
products, but this is too limited a view of the tasks marketers perform. Just as producon and
logiscs professionals are responsible for supply management, marketers are responsible for
demand management. Markeng managers seek to influence the level, ming, and
composion of meet the organizaon’s objecves.
Markeng people are involved in markeng 10 types of enes: goods, services,
experiences, events, persons, places, properes, organizaons, informaon, and ideas.
GOODS Physical goods constute the bulk of most countries’ producon and markeng
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 proporon of their acvies is focused on the
producon of services. Services include the work of airlines, hotels, car rental firms, barbers and
beaucians, maintenance and repair people, as well as professionals working within or for
companies, such as accountants, lawyers, engineers, doctors, soware 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 paent 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 orchestrang 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 rered players or climbing Mount Everest.
Businesses can create markeng experiences by coordinang brand events.
EVENTS Marketers promote me-based events, such as the Olympics, company
anniversaries, major trade shows sports events, and arsc performances. There is a whole
profession of meeng planners who work out the details of an event and make sure if comes off
perfectly.
PERSONS Celebrity markeng 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 relaons agency. Arsts, musicians, CEO’s,
physicians, high-profile lawyers and financiers and others professionals are also geng help
from celebrity marketers.
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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.

PLACES Places cies, states, regions and whole naons compete acvely to aract tourists, factories, company headquarters and new residents. Place marketers include economic development specialists, real estate agents, commercial banks, local business associaons and adversing and public relaons agencies.

PROPERTIES Properes are intangible rights of ownership of either real property ( real estate ) or financial property ( stocks and bonds ). Properes are bought and sold and this requires markeng. Real estate agents work for property owners or sellers or buy residenal or commercial real estate. Investment companies and banks are involved in markeng securies to both instuonal and individual investors.

ORGANIZATIONS Organizaons acvely work to build a strong, favorable image in the minds of their target public. Companies spend money on corporate identy ads. Universies, museums and performing arts organizaons all use markeng to boost their public images and to compete for audiences and funds.

INFORMATION Informaon can be produced and marketed as a product. This is essenally what schools and universies produce and distribute at a price to parents, students and communies. Encyclopedias and most nonficon books market informaon. We visit internet for informaon. The producon, packaging and distribuon of informaon is one of our society’s major industries.

IDEAS Every market offering includes a basic idea. Products and services are plaorms for delivering some idea or benefit. Social marketers are busy promong such ideas as “Say no to drugs.”