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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.
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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.
PLACES Places ci es, states, regions and whole na ons compete ac vely to a ract tourists, factories, company headquarters and new residents. Place marketers include economic development specialists, real estate agents, commercial banks, local business associa ons and adver sing and public rela ons agencies.
PROPERTIES Proper es are intangible rights of ownership of either real property ( real estate ) or financial property ( stocks and bonds ). Proper es are bought and sold and this requires marke ng. Real estate agents work for property owners or sellers or buy residen al or commercial real estate. Investment companies and banks are involved in marke ng securi es to both ins tu onal and individual investors.
ORGANIZATIONS Organiza ons ac vely work to build a strong, favorable image in the minds of their target public. Companies spend money on corporate iden ty ads. Universi es, museums and performing arts organiza ons all use marke ng to boost their public images and to compete for audiences and funds.
INFORMATION Informa on can be produced and marketed as a product. This is essen ally what schools and universi es produce and distribute at a price to parents, students and communi es. Encyclopedias and most nonfic on books market informa on. We visit internet for informa on. The produc on, packaging and distribu on of informa on is one of our society’s major industries.
IDEAS Every market offering includes a basic idea. Products and services are pla orms for delivering some idea or benefit. Social marketers are busy promo ng such ideas as “Say no to drugs.”