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Chapter 3:Marketing Begins with Economics

Mrs. PiotrowskiMarketing

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SCARCITY & PRIVATE ENTERPRISE

SECTION 1:

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On your whiteboards, please put the following information:

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● It’s Christmas time, please list ALL the items you would want..money is no object

● Circle those you think Santa will bring you…

● What is the difference?4

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Make a list of all the items you would love to buy and/or get for Christmas.

My wants/wish list...

Once reality hits….this is what i’ll get...

A book about a vacation location…

How does the availability of product choices and amount of money affect

your purchasing decision?

The Importance of Economic Understanding

• The marketing process is scientific…– It relies on the principles and concepts of

economics.• Knowledge of economics and how economic

decisions are made improves marketing decision making.

– An understanding of the types of competition that businesses face also contributes to better marketing decisions.

Many people believe that effective marketing relies almost solely on creativity, but…

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The Basic Economic Problem

People’s wants and needs are unlimited.Resources are limited.

• Unlimited wants and needs, combined with limited resources, result in scarcity.

• Scarcity is the basic economic problem…– Because of scarcity choices must be made

regarding how to best utilize resources.

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Who makes decisions?

• Economic Resources - natural resources, capital, equipment and labor.

• All economies must answer 3 questions:1. What goods and services will be produced?2. How will they be produced?3. For whom will they be produced?

• Economies are organized into different economic systems based on how these 3 questions are answered.

An economy is designed to facilitate the use of limited resources to satisfy the needs of people.

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Types of Economic Systems• Controlled Economy – The government attempts

to own and control important resources and to make the decisions about what will be produced and consumed.

Details:1. Central ownership of property/resource 2. Centrally planned economy 3. Lack of consumer choice Example: Cuba (changing) and North Korea

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Types of Economic Systems• Free Economy (Market Economy) – Decisions

are made independently with no attempt at government regulation or control.

• Details:1. Private ownership of property/resources 2. Business decisions are driven by the desire to earn a profit 3. There is a great deal of competition. 4. Consumers have many choices

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Types of Economic Systems• Mixed Economy – The resources and decisions

are shared between the government and other groups or individuals. A combination of controlled and free.

• Details:1. Individuals and businesses as decision makers for

the private sector 2. Government as decision maker for the public

sector. 3. A greater government role than in a free market

economy

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America’s Private Enterprise Economy

• The U.S. has many of the characteristics of a free economy.– The U.S. economic system is often called a

private enterprise or free enterprise economy.(Also free market or market economy)

• Private enterprise is based on independent decisions by businesses and consumers, with a limited government role.

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Characteristics of Private Enterprise• Resources of production are owned and

controlled by individual producers.

• Producers use the profit motive to decide what to produce. – The profit motive is the use of resources to

obtain the greatest profit.

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Characteristics of Private Enterprise

• Individual consumers make decisions about what will be purchased to satisfy needs.

• Consumers use value in deciding what to consume.– Value is an individual view of the worth of a

product or service.

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Characteristics of Private Enterprise

• The government stays out of exchange activities between producers and consumers unless it is clear the individuals or society are harmed by the decisions.

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Supply & Demand

• Consumers are individuals who purchase products and services to satisfy needs.– They create demand.

• Producers are businesses that use their resources to develop products and services.– They create supply.

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OBSERVING THE LAW OF SUPPLY & DEMAND

SECTION 2:

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Write down 2 things you have purchased recently…1 need and 1 want…and how much they cost.

If each had cost 20% more,50% more,

100% more,Would you still have

purchased them?

What determines the point at which you decide not to buy something?

SOLVE.

Macroeconomics vs. Microeconomics

• Macroeconomics studies the economic behavior and relationships of an entire society.

• Microeconomics examines relationships between individual consumers and producers.

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Law of Demand

• When the price of a product is increased, less will be demanded.

• When the price is decreased, more will be demanded.

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Supplying the Product

• There are several factors that influence what and how many products a business will produce:1. Possibility of profit2. Amount of competition3. Capability of developing and marketing the

products or services• The specific types of economic resources (natural

resources, capital, equipment, & labor) will determine this capability.

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Law of Supply

• As the price increases, producers will manufacture more of a product.

• As the price goes down, fewer will be manufactured.

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Intersecting Supply & Demand• To determine the amount of a product or service

that will actually be produced and sold, a business needs to combine the supply and demand curves.

• The point where supply and demand for a product are equal is known as the market price.

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TYPES OF ECONOMIC COMPETITION

SECTION 3:

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• At your table, please list how many places in Lancaster (local area) can you buy the following products:– Fruit– An airline ticket (the actual carrier, not “cheap

airfare.com”)– T-shirt– Electric power

• Which one of these had the most and least?

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Make a list of 6 businesses, large and small, that operate here in Lancaster.

Rate the businesses from 1 to 10 based on how

much market control you think they have over the

prices they charge.

Why do you think some businesses have more control

over this than others?

SOLVE.

Forms of Economic Competition

• Two characteristics are important to determine the type of economic competition:1. The number of firms competing in the

market.2. The amount of similarity between the

products of competing businesses.

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Forms of Economic Competition

• Pure Competition – Many suppliers offer very similar products (agricultural).

• Monopolistic Competition – Many firms compete with products that are somewhat different (most retail businesses).

• Oligopoly – A few businesses offer very similar products or services (airlines).

• Monopoly – One supplier offers a unique product (utility companies).

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ENHANCING ECONOMIC UTILITY

SECTION 4:

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Identify a product in our classroom.

How could the product be changed?

Why would you make these changes?

SOLVE.

Utility Means Satisfaction

• Economic utility is the amount of satisfaction a consumer receives from the consumption of a particular product.– Products that provide great satisfaction have

higher economic utility.– Products providing less satisfaction have a

lower utility.• Businesses use economic utility to

increase the chances that consumers will buy their products and services.

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Types of Utility

• Form utility results from changes in the tangible parts of a product or service (one bank provides a better interest rate than another).

• IE: Oreo cookies - stay fresh peel away packaging and changing the creme

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Types of Utility

• Time utility results from making the product or service available when the consumer wants it

• IE: Bank stays open late on Fridays

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Types of Utility• Place utility is making the products or

services available where the consumer wants them

• IE: Bank located in the grocery store, Tim Hortons located in gas stations.

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Types of Utility• Possession utility results from the

affordability of the product or service • IE: Extending credit to customers to allow

them to make a purchase, rent to own

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