Transcript Explain how marketing affects our society.

Pricing
Distributing
Business Administration LAP 11
Promotion
Marketing Concept
Planning
Objectives
Explain the concept of marketing.
Explain the nature of the marketing
concept.
Explain how marketing affects our society.
Objective A
Explain the concept
of marketing.
• You may not think you have anything to do
with marketing. But you do!
If you’ve ever. . .
Handed
out
Delivered
Negotiated
candy
amarketing.
. . . thenPlanned
you’ve
been
involved
in
flyersafor a lower
to someone
price
car-washclass-office
fund-raiser
sponsoring
for a garage
your
candidate athletic
sale item
event
• Marketing is all around you. You can’t get away
from it.
Marketing is
defined as . . .
the process of planning
and executing the
conception, pricing,
promotion, and
distribution of ideas,
goods, and services to
create exchanges that
satisfy individual and
organizational objectives.
It connects producers to the customers
who buy their products.
Producers
Customers
It encompasses everything that happens before a
customer makes a purchase.
Where does marketing take place?
Everyday places
The goods and
services which
support customers’
lifestyles and meet
businesses’ needs
are found in the . . .
businesses,
schools,
and
shops in their
As online purchases become moreneighborhood.
popular, the community
marketplaces gain eager competitors from around the
Marketing
nation—even
from occurs
aroundwherever
the world.customers are.
What items are marketed?
Broad categories
Durable
Services
Goods
Organizations
Ideas
Places
Nondurable
People
Almost anything can be marketed.
Economic Goods & Services
• Economic good:
 Physical (tangible) object
 Useful (able to satisfy
human wants)
 Scarce (limited)
 Transferable
• Economic service:
 Productive act that satisfies an
economic want
 Same characteristics as
economic goods except
intangible
Consumer and Industrial Products
• Consumer products—All economic
goods and services purchased and
used by the ultimate consumer (final
user)
 Examples:
 Food
 Gas
 Sunglasses
Consumer and Industrial Products
• Industrial products—All economic
goods and services purchased by
producers:
 For resale
 To make other goods
and services
 For use in business operations
 Examples:
 Buildings
 Equipment
 Office supplies
Objective B
Explain the nature of the
marketing concept.
The Marketing Concept
A philosophy of conducting business
Note thethat is
You
should
have that all business activities
based
on then
the belief
customer’s point
a better idea of what
should be aimed toward satisfying
consumer
of
view
first,
the customer wants
wants
andand
needs
while achieving
company
before
makinggoals
and
needs
a better
idea of how to fulfill
those needs.
any marketing
decisions.
Three themes of the marketing concept:
Customer orientation: Do it their way.
Old thinking—Persuading
the customer that s/he
needs a good or service
that has already been
produced
Customer orientation—Find out what your customers
want and provide them with it.
Objective C
Explain how marketing affects
our society.
Marketing fits into every facet of our
lives whether on a global scale or right
in our own neighborhoods.
In our community—Every day you come
across marketing activities that can
influence your decisions.
When you run
out of milk,
you go to the
corner store.
Signs
When an ice-cream
truck
turns down your
Discount
coupons
Stores
Trucks
transporting
goods
Storage
warehouses
street, you suddenly want a cool snack.