: How individual organizations direct its marketing activities and allovcates its resources to benefit its customersC) The Breadth and Depth of Marketinga) Who Markets – Every organization, politicians, etc…b) What is Marketedi) Goods: Physical objects that satisfy consumer needsii) Services: Intangible itemsiii) Ideas: Thoughts about concepts, actions, or causesiv) Product: A good, service, or idea consisting of a bundle of tangible and intangible attributes that satisfies consumers’ needs and is received in exchange for money orsomething else of valuec) Who Buys and Uses What is Marketed?i) Ultimate Consumers: People who use the products and services purchased for a householdii) Organizational Buyers: Manufacturers, retailers, wholesalers, gov. agencies that buy products and services for their own use or for resaled) Who Benefits?
i) Consumers who buy, organizations that sell, and society as a wholee) How do Consumers Benefiti) Utility: The benefits customer value received by users of the productii) Form Utility: The production of the product or serviceiii) Place Utility: Having the offering available where consumers need itiv) Time Utility: Having offering available when neededv) Possession Utility: The value of making an item easy to purchase through the provision of credit cards or financial arrangementsvi) Marketing creates utility by bridging space hours to provide products for consumers to own and use
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- Fall '11
- Marketing, consumer needs, Customer Value and Customer Relationships