c hapter 1: w hat i s m arketing ? marketing goods and services
TRANSCRIPT
MARKETING GOODS AND SERVICES
Marketing the sum of all the activities involved in the planning, pricing, promoting, distributing, and selling of goods and services to satisfy consumers’ needs and wants
Marketing is the process that connects suppliers with end users
Can a business survive without marketing? NO!
Who uses marketing? Manufacturers Politicians Service businesses Not-for-profit organizations Individuals
GOODS AND SERVICES
The object of marketing is the distribution of goods and services
Goods and services are divided into two categories: Industrial Consumer
Each category requires different marketing methods to reach a specific set of consumers.
INDUSTRIAL GOODS
Industrial goods (also called business goods) are products used in business to make other products or to assist in business operations
They can be: Raw materials Processed foods Finished goods
Raw Materials
Much of Canada's raw materials are exported, and international sales representatives search the world for new marketing opportunities
Raw materials are usually marketed to businesses that process them or use them in manufacturing
Mining companies, logging corporations, farms, fishing boats, and oil rigs all market raw materials.
Processed Goods
Although some products are sold in their raw state (apples and lobster), most raw materials need processing before they can be used
Processing alters the nature of the product Processed goods are sold as finished goods or
semi finished goods Semifinished goods include: flour,
plastic, wood. What types of companies would
need these goods?
Finished Goods
Finished goods in the industrial market are products that no longer require processing and are used to make another product or provide a service
An auto manufacturer requires spark plugs and fan belts, tires and circuit boards. All of these parts are made by other companies.
Consumers of industrial goods look for small price differences and quality differences. Shipping costs and buying terms can also be important.
CONSUMER GOODS
Consumer goods are nonindustrial products intended for personal use by the general public
Retail stores sell consumer goods. Consumer goods may also be marketed to
industry. The Original Maple Bat Company in Ottawa sells
bats to major league baseball teams and to individual consumers
Which is considered an industrial product vs. a consumer product?
INDUSTRIAL SERVICES AND CONSUMER SERVICES Services are activities performed for others.
Like goods, they can be marketed to both industrial and consumer markets
The major difference between industrial (or business) services and consumer services is in who pays for the service
If a business purchases the service, it is industrial; if an individual buys the service for personal reasons, it is a consumer service