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Bell activity. Check your understanding P.30 Will visit again at the end of the chapter. Marketing. Chapter 1 Marketing Today & Tomorrow. What is Marketing?.

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Bell activity

Bell activity

  • Check your understanding P.30

  • Will visit again at the end of the chapter.


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Marketing

Chapter 1 Marketing Today & Tomorrow


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What is Marketing?

Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. (AMA 2009) (FYI – Who are “stakeholders?”)

Marketing is the creation and maintenance of satisfying exchange relationships.

Marketing is the key tool in matching supply and demand.

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Why study marketing

Why study Marketing?

  • Marketing takes place all around you – advertising, transportation, research.

  • All businesses & organizations are involved in marketing.

  • When you make a purchase you are involved in marketing.

  • An understanding of marketing will make you a better consumer, a better employee, a better leader, and lead to better career opportunities.

  • How businesses use marketing to increase their effectiveness and profits.

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How does Marketing benefit you?

  • Bridges the gap between you and the maker or seller of an item. (You don’t have to travel to factories or farms to buy products.)

  • Makes buying easy for customers. (Large selection of products under one roof, convenient locations, and hours of operation.)

  • Creates a variety of new and improved products. (Competition forces businesses to sell more and better products.)

  • Reduces prices. (Effective marketing sells more products which reduces the per unit cost of each item.)

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Why is Marketing important?

  • To be successful in business requires being marketing oriented.

  • Every business/organization in the U.S. is involved in marketing.

  • Over 4 million businesses have marketing as their primary activity – auto dealers, real estate agents, insurance agents, travel agencies, banks, and all retailers.

  • Millions of other businesses use marketing in limited roles – attorneys, physicians, accounting firms, government agencies, colleges and universities, and construction companies.

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What can be Marketed?

  • Products – goods or services.

  • Non-profit organizations – military branches, churches, charities, libraries, schools, or colleges.

  • Places or destinations – States, countries, or cities.

  • Events – launch of a new product, concert, festival, fair, grand opening, or special service.

  • Ideas – anti-smoking campaigns, recycling programs, safety awareness, anti-drug campaigns

  • Individuals – politicians, artists, sports stars, or other celebrities.

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Non-Profit Organization Marketing

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http://www.nationalguard.com/citizensoldier/index.php


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Non-Profit Organization Marketing

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Place Marketing

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Place Marketing

http://www.nwacouncil.org/


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Event Marketing


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Marketing of Ideas (cause marketing)

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Marketing of Ideas

(cause marketing)


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Marketing of People/Politicians

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Marketing of Celebrities

Celebrities are constantly engaged in marketing. They often market themselves and the movies they star in.

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Marketing of Celebrities

Lady Ga Ga. Her real name is Stefani Joanne Angelina Germanotta, she was born March 28, 1986.


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Marketing of Dead Celebrities

Video Presentation: Can you really use marketing with dead celebrities?

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Marketing of sports celebrities

Marketing of Sports Celebrities


Video presentation

Video Presentation

Is LeBron James a person or a brand?

Steve Kroft profiles Cavalier's superstar, LeBron James, who at only 24, is already among an elite handful of athletes who command tens of millions a year in playing and marketing fees.


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