1- The 10 types of marketing.
2- Demand states & marketing tasks.
1- The 10 types of marketing.
There are 10 types of marketing people are involved in: goods, services, experiences, events, persons, places, properties, organizations, information, and ideas.
- Goods "physical goods constitute the bulk of most countries production & marketing effort". Not only do companies market their goods, but thanks to the internet, even individuals can market goods, eBay is the world's largest person- to- person online trading community. Individuals can buy & sell everything via eBay.
- Services the economy of US. today consists of a 70- 30 services to goods mix. Services include the work of hotels, airlines, car rental firms, maintenance & repair people as well as professionals working with or for companies, such as accountants, lawyers, engineers, doctors, software, programmers, …….etc. Many markets offerings consist of a variable mix of goods & services such as fast food.
- Experiences " Walt Disney world's magic kingdom represents experiential marketing: consumer visit a fairy kingdom, a pirate ship, or a haunted house. There's also a market for customized experiences, such as spending two weeks at a baseball camp playing with some retired baseball greats, or climbing Mount Everest.
- Events such as the Olympics, major trade shows, sport events.
- Persons today every star has an agent, a personal manager & ties to a public relations agency. They need this person to market them, Tom Peters, himself a master at self- branding, has advised each person to become a brand.
- Places cities, states, regions compete actively to attract tourists, factories, and new residents. Stratford, Ontario, in Canada was a fairly run- down city with one asset: its name and arriver called Avon. This became the basis for an annual Shakespeare festival that put Stratford on the tourist map.
- Properties are intangible rights of ownership of either real property (real state) or financial property (stock & bonds). Real state agents are responsible for marketing real state; banks are responsible for marketing stock & bonds.
- Organizations companies spend money corporate identify ads. Universities, museums all use marketing to boost their public images & to complete for audiences & funds.
- Information can be produced & marketed as a product. This is what schools & universities produce & distribute at a price to parents, students, and communities. Magazines such as road and tracks & byte supply information about the car & computer worlds. Ideas are the secret for any marketing. Products & services are platforms for delivering some ideas or benefits.
2- Demand states & marketing tasks.
1- Negative demand a major part of the market dislikes the product & may even pay a price to avoid it. The marketing task is to analyze why the markets dislike the product & try to redesign the product, reduce prices, or more positive promotion can change beliefs & attitudes.
2- No demand the customer not interested in the product, so the marketing task is to find ways to connect the benefits of the product with people's natural needs & interests.
3- Latent demand consumers may share a strong need that cannot be satisfied by existing product such as there's a strong latent demand for harmless cigarettes. Marketing task is to measure the size of the potential market & develop goods & services to satisfy the demand.
4- Declining demand any organization may be suffer from declining in demand for one or more of its product. The marketer must analyze the causes of the decline. Marketing task is to reverse declining demand. Through creative remarketing.
5- Irregular demand many companies face demand that varies on a seasonal, daily, are even hourly basis such as museums are under visited on weekdays & overcrowded on weekends. The marketing task called synchromarketing is to increase the demand by offering flexible pricing, promotion, & other incentives.
6- Full demand organizations face full demand when they are pleased with their volume of business. Marketing task to maintain the current level of demand in the face of changing consumer preferences & increasing competition.
7- Over full demand some organizations face demand level that is higher than they can. Marketing task called remarketing. Require finding methods to reduce demand by raises prices, reduce promotion & services they make than in the market that are less profitable.
8- Unwholesome demand unwholesome product will attract organized efforts to discourage their consumption. Such as UN selling campaigns have been conducted against cigarettes. Marketing task it to get people who like something to give it up using such tools as fear messages.
TO BE CONTINUED
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