What is the scope of Marketing?

“Meeting needs profitably”

Marketing is about meeting and identifyinghuman and social needs

What is Marketed?

GOODS

Physical goods constitute the bulk of most countries’ production and marketing efforts.

SERVICES

As economies advance, a growing proportion of their activities focuses on the production of services.

Ex. hotels, car rental firms, barbers, accountants, bankers, lawyers, engineers, doctors, etc.

EVENTS

Marketers promote time-based events to both company and people

E X PE R I E N C E S

By orchestrating several services and goods , a firm can create ,stage , and market experiences.

Persons

Artists, musicians, CEOs, physicians, high-profile lawyers and financiers

PLACES

Cities ,states ,regions , and whole nations compete to attract tourists , residents, factories , and

company headquarters

ORGANIZATIONS

Organizations work to build a strong, favourable , and unique image in the minds of their target publics.

PROPERTIES

Properties are intangible rights of ownership to either real property (real estate) or financial

property (stocks and bonds).

INFORMATION

The production, packaging, and distribution of information are major industries.

Who markets

and where?

Marketers and prospects

A marketer is someone who seeks a response—attention ,

a purchase, a vote , donation—from another party

, called the prospect

8 Demand States Possible Negative Demand Non existent Demand Latent Demand Declining Demand Irregular Demand Full Demand Overfull Demand Unwholesome Demand

Markets

Markets are described as a collection of buyers and sellers who transact over a particular product

or product class

Key costumer markets

•Consumer Markets

•Business Markets

•Global country•Non profit and Governmental Markets

The Marketplace is physical, such as a store you shop in.

The Marketspace is digital, as when you shop on the Internet.

Meta markets are the result of marketers packaging a system

By –Himank Airon

MnCIIT-BHU

References• Marketing Management , 14E , Philip And Kotler

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• www.slideshare.net

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• www.colourlover.com for color schemes

• www.images.google.com for images

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DisclaimerThese slides were created by Himank Airon,IIT-BHU during a Marketing internship by Prof. Sameer Mathur, IIM Lucknow (See www.IIMInternship.com )