The Scope of Marketing
In twenty first century marketing is not related with the production and
distribution of goods and services. The scope of marketing is so much expanded
that it has play vital role to improve our standard of life and at the same
time help to create health and wealth society. Following areas or items where
marketing principles, policies and strategies are applied and on the other hand
these are widely used in marketing activities.
1. Goods :
Physical goods constitute the bulk of most country’s production and marketing
effort.
Physical goods can be food, car, television, clothing,
housing and so on. Most of the marketing activities are closely related with
goods. Without goods transportation, warehousing, grading and standardization
activities can not be performed.
2. Services :
Services play a vital role in the modern economy. As economies advance,
developed nations are give more emphasis on production of services. Services
include the work of airlines, hotels, care rental firms, barbers and
beauticians, maintenance and repair people and service of accountants, lawyers,
engineers, doctors, software programmers and management consultants. Many
market offering are consist of a mix of goods and services. Such as fast food
restaurant, where the customers are consume both good and service at a time.
Pure service would be a psychiatrist listening to a patient or legal advice of
lawyer.
3. Experiences :
Marketers can create, stage and marketed experience. As for example, Walt
Disney World’s Magic Kingdom, where he create a visiting fairy kingdom, stages
pirate ship, or haunted house and marketed different experiences for the
customers. Another example, customers can gather experience by spending one
week at a baseball camp playing with some retired baseball great players.
4. Events :
Marketers can marketed events as goods and services. Marketers promote time - base
events, such as the Olympics, company anniversaries, major trade shows, sports
events. There is a whole profession of meetings planners who will work out the
details of an event and stages it to come off perfectly.
5. Persons :
Celebrity marketing has become a major business. A politician can
marketed himself through campaigning political mandate, personal image or
success. Today every major film star has an agent, a personal manager and ties
to a public relations agency. Artists, musicians, doctors, high level lawyer
and other professionals are drawing help from celebrity marketers.
6. Places :
Place marketing can be expressed in two different ways, one is places are used
or play a vital role in marketing activities. Such as historical cities,
regions or sea beach or natural beautiful areas to attract tourists. Other is
places are used like as goods. Such as real estate or apartment marketing.
7. Properties :
Properties are intangible rights of ownership of either real property or
financial property. Such as real estate, apartment and stocks, bonds etc.
Properties are bought and sold, so it requires marketing effort. Real estate
agents work for property or apartment owners or seekers to sell or buy
residential or commercial real estate or apartment. Investment companies and
banks or their agents are involved in marketing of securities to both
institutional and individual investors.
8. Organizations :
Organizations are actively works to build a strong, favorable image in the mind
of their public or customers. Universities, colleges, museums, NGOs ( non
government organization ) and clubs all lay plans to boost their public image
to compete more successfully for audiences and funds.
9. Information :
Information can be produced and marketed as a product. Universities, colleges,
schools and research organizations are collect data and facts and develop or
produce information and thereafter distributed to parents, students,
manufacturing organization and communities at a price. We buy CDs and visit the
internet for information. At present in the knowledge society production,
packaging and distribution of information is one of the major
industries.
10. Ideas :
Every market offering includes a basic idea at its core. The buyer of a
television set is really buy recreation and prestige. Products and services are
the platforms for delivering some ideas or benefits. Marketers search hard for
core need of their customers and they are trying to satisfying them. Many
organization promote ideas to create better environment in the society. As for
example, slogan of “ planted trees and save the environment
”.