THE SCOPE OF

MARKETING
by J O
E

jyotsnamonangi@gmail.com
 THERE ARE THREE MAIN
TOPICS W e are talking about 2 of
it

W hat is M arketing W hat is M arketed W ho M arkets

 To be a
marketer
YOU Need to understand w hatm arketing is, How it
works, Who does it, and what is marketed.
What is
M ARKETIN G
M arketing is about identifying
and meeting human and social
needs.

Shortest good
definition of
marketing is
"MEETING NEEDS PR
OFITABLY'
 WHAT AMERICAN
MARKETING ASSO
OFFERS
Marketing is the activity, set of institutions, and processes for
creating, delivering, and exchanging offerings that have value
for customers, clients, partners, and society at large.
MARKET
M A N A G EM EN
T
The art and science of choosing target
markets and getting, keeping, and
growing customers through creating,
delivering, and communicating
superior customer value.
 Sellin
g
IS NOT THE IMPORTANT PART OF
MARKETING
SELLING is the only tip of marketing
iceberg.
There will always, one can assume, be need for selling. But the aim of marketing is to
sell SUPERFLUOUS. The aim of marketing is to know and understand the customers
so well that the product or service fits him and sells itself.

Ideally, Marketing should result in a customer who is ready to buy. All that should
be needed then is to make the product or service available.
They designed
the right
product.
W hat is
M ARKETED ?
There are TEN main
entities
 SERVICES

GOODS Airline, hotels, car

rentals firms and
beauticians. EVENTS
Various countries
market billion of Accountants, lawyers.
Marketers promote
goods around Many markets offer
mix goods and service
time-based events,
each year. such as trade shows,
such as fast - food
m eal. company anniversaries.
Global sporting
events such as
olympics.
 PERSONS

EXPERIENCES Artist,
PLACES
Musicians, high
Disney world.
profile lawyers Tourists,
Customised
and financiers. residents,
experiences of
camps. A climb factories and
up Mount company
Everest headquarters.
 INFORMATION

Information can be produced

PROPERTIES
and marketed as a product.
This is essentially what schools
and universities produce and
distribute. For examples,
magazines, encyclopaedias,
news-papers etc. IDEAS

Social marketers are busy

in promoting ideas.

ORGANIZATIONS
THA N K S
See you next
time

JOE