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Marketing and the Marketing
Concept 1.1
• Define marketing
• List the seven marketing core functions
• Understand the marketing concept
The Scope of Marketing
You have already participated in the marketing X
process as a consumer. Now you need to think like
a marketer and keep up with:
 Trends
 Consumer attitudes
 Customer relationships
Ideas, Goods, and Services
Marketing promotes ideas, goods and
• Apple
• Samsung
Ideas, Goods, and Services
Examples of marketed goods include:
 Cars
 Electronics
 Home furnishings
 Foods
Ideas, Goods, and Services
Examples of services that may be marketed are:
 Automotive repair
 Hair styling
 Legal aid
 Financial consulting
Seven Marketing Core Functions
Channel Management getting goods to
Market Planning understanding concepts
and strategies to develop and target
marketing strategies to a specific market
Seven Marketing Core Functions
Marketing information management
researching customers, trends, and
Pricing charging for goods and services to
make a profit
Seven Marketing Core Functions
Product/service management obtaining,
developing, maintaining, and improving a
product or service
Promotion informing, persuading, and
reminding customers about a product or
Seven Marketing Core Functions
Selling providing customers with goods and
The move toward same-day fulfillment is gaining
speed across the Internet as e-tailers compete for
The Marketing Concept
The marketing concept focuses on satisfying
the needs and wants of customers. For a business
to be successful, all employees must:
 Understand the marketing concept
 Provide the best possible service to customers
The Importance of Marketing 1.2
 Analyze the benefits of marketing
 Apply the concept of utility
Economic Benefits of Marketing
Marketing’s benefits to the economy and consumers
 New and improved products
 Lower prices
 Added value
 Competition
New and Improved Products
Marketing generates competition:
• Apple vs. PC
Marketing Essentials Chapter 1, Section 1.2
Added Value and Utility
The value that marketing adds to a product or service is called
utility. Five utilities contribute to making a product or service
capable of satisfying customers’ wants and needs:
 Form putting parts together to make a product consumers
 Place offering a product where consumers can buy it (e.g.
retail store, catalog, Web site)
 Time offering a product at a convenient time of day or year
for consumers
 Possession allowing consumers to take legal ownership of
a product
 Information communicating information about a product
(e.g. through labeling, advertising, or an owners’ manual)
Marketing Essentials Chapter 1, Section 1.2
Market and Market Identification
Memorize the terms in this section. The first
important term is market , which refers to people
 Share similar needs and wants
 Have the ability to purchase a product
Consumer Versus Industrial Markets
The consumer market wants products and services
that……Think back in your daily lives, why do you buy
the products you have???
Consumer Versus Industrial Markets
The industrial market , or business-to-business
(B-to-B) market, wants products and services that:
 Improve productivity
 Improve efficiency
 Increase sales
 Decrease expenses
Marketing Essentials Chapter 1, Section 1.3
Market Share
A company's market share is its percentage of total
sales in a given market, such as the video game
market. Market share changes as:
 New competitors enter the market
 The markets volume increases or decreases
Market Share for search
Target Market and Market
Identifying a product’s target market is a key to
success. A single product may have these two target
 Consumers
 Customers
Target Market and Market
Who would a nutritious breakfast food would be
targeted at??
Target Market and Market
To develop a clear picture of its target market, a
business may create a customer profile , which lists
information such as:
 Age
 Income level
 Ethnic background
 Occupation
 Attitudes
 Lifestyle
 Geographic residence
Marketing Mix
The marketing mix X includes four basic marketing
strategies, or tools, called the four Ps:
 product
 place
 price
 promotion
Marketing Mix
A company must choose what products to develop,
update, and improve.
What are some products you currently use?
Marketing Essentials Chapter 1, Section 1.3
A company must decide where to sell and distribute a
Name some places you can buy a product?
Marketing Essentials Chapter 1, Section 1.3
A company must determine what price it will charge
for a product.
What do you think determines prices of a product?
Marketing Essentials Chapter 1, Section 1.3
A company must decide how to advertise, promote,
and publicize a product.
What are the most popular forms of advertisement??
Marketing Essentials Chapter 1, Section 1.3