Marketing Is All Around Us
Marketing Is Products
Marketing is all around us. We are surrounded by business, like Apple Computer, Inc, that carry goods—products grown or manufactured and prepared for sale. We also see many business that offer services—benefits or satisfactions that improve the personal appearance, health, comfort, or peace of mind of their users. Some products are used to make services available, such as the tools an auto mechanic uses in services a car.
Marketing starts with people .Marketing businesses find out what customers want and work to supply those goods and services.
Getting products from farms and factories to the people who will use them involves marketing at each step. Suppose a farmer recognizes the need for popcorn and decides to grow some. When the popcorn is harvested and ready for marketing, it may go to one of many places, depending on whether it is to be stored or used right away. Marketing occurs at each step: when the farmer sells it, for example, to a storage warehouse and when the warehouse in turn sells it to a supermarket or amusement park. Marketing occurs most obviously, perhaps, at the movie theater where patrons are greeted with the sight, sound, and aroma of freshly popped corn as they pass into the theater.
Marketing Is Services
The popcorn is a product. The movie theater where the popcorn was sold provides a service—the opportunity to see a movie. Other business marketing services include beauty salon, insurance agencies, driving schools, emergency care centers, and the telephone companies. Services are marketed as products. Services vary from other products in several ways. They are intangible and perishable. You cannot keep a plane flight, for example, nor can the airline gain income form an unsold seat. Services also vary in quality. One business-class flight may serve a hot meal while another offers only sandwiches. Finally services cannot be separated from the organization or person giving the service. You cannot buy a plane ride from a railroad. For these reasons, it is important that service businesses use marketing skills to find out what customers want and then supply.
Marketing involves many special activities. Among them are marketing research, product planning, advertising, and selling. These activities and others make up the world of marketing—a world of people, product, action and ideas. Thus, markers respond to the needs of people.
To prove the statement “Marketing is all around us”, we need only take a quick imaginary tour of your community.
Marketing Is Stores and Other Businesses
You first glimpse of marketing on our imaginary tour may be a store that sells food. I could be a small grocery store on the corner of your black, or it could be a large supermarket. Of course, these are not the only places that sell food. There are also meat fruit stands. Some stores feature one special kind of food, such as health foods, cheeses, or barbecue chicken.
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