Description
Individuals, Businesses, Non Profit Organizations, Governments, Almost countless tangible & intangible goods, Businesses & Entrepreneurs linking producer & consumer
Elements Concerning Marketing
Marketing
Human
Behavior
Activities of
Legislators &
Govt.
Agencies
Actions of
Competitors
The Marketing Process
Consumers
Individuals,
Businesses,
Non Profit
Organizations,
Governments
Products
Almost
countless
tangible &
intangible
goods
Middlemen
Businesses &
Entrepreneurs
linking
producer &
consumer
Channels of
Distribution
Paths product
take as they
move from
producer to
consumer
Marketing
Functions
Activities by
Middlemen &
Specialists to
move goods
from producer
to consumer
1. Consumers
Ultimate Consumers
• Buy goods & services for
1. Personal use
2. Family use
Industrial Consumers
• Buy goods & services for
1. Profit making business
reason
2. Help meet a social need
2. Products
Products (Goods + Services)
Consumer Goods
Convenience
Goods
Shopping
Goods
Specialty
Goods
Industrial Goods
Goods used in
production of
other goods
Raw Materials, Semi
manufactured goods,
Components
Goods used to
conduct
business
Capital investment
goods, operating
supplies, Industrial &
Professional services
Other Product Categories
Impulse Goods
Emergency Goods
Soft Goods
Durable or Hard Goods
Seasonal Goods
Illegal Goods
Product Class & Marketing Requirement
Marketing
Requirement
Personal
Selling
1. Very
Little
2. Most
Aggressive
3.
Intelligent
& Less
Aggressive
Advertising
1. Very
Extensive
2. More
Detailed
Emphasize
Uniqueness
Middlemen
1. Several
2. Fewer
3. Directly
3. Middlemen
• They help move goods down the line.
• Operates in the economic area between producer & consumer.
• They do not change the physical form of the products.
• They may alter the products’ brand, label or package.
Middlemen
Merchant or
Title-Taking
Agent or Non
Title-Taking
Facilitator
4. Distribution Channel
A Distribution or Trade channel is the path products
take as they move from Producer to Ultimate or
Industrial Consumers.
1
•Producer-Consumer
2
•Producer-Retailer-Ultimate Consumer
3
•Producer-Wholesaler-Retailer-Ultimate Consumer
4
•Producer-Agent-Wholesaler-Consumer
5. Marketing Functions
?Product Development
?Pricing
?Buying
?Personal Selling
?Advertising
?Sales Promotion & Merchandising
?Physical Distribution
?Market Research & Information Management
?Credit Management & Financing
doc_264884627.pptx
Individuals, Businesses, Non Profit Organizations, Governments, Almost countless tangible & intangible goods, Businesses & Entrepreneurs linking producer & consumer
Elements Concerning Marketing
Marketing
Human
Behavior
Activities of
Legislators &
Govt.
Agencies
Actions of
Competitors
The Marketing Process
Consumers
Individuals,
Businesses,
Non Profit
Organizations,
Governments
Products
Almost
countless
tangible &
intangible
goods
Middlemen
Businesses &
Entrepreneurs
linking
producer &
consumer
Channels of
Distribution
Paths product
take as they
move from
producer to
consumer
Marketing
Functions
Activities by
Middlemen &
Specialists to
move goods
from producer
to consumer
1. Consumers
Ultimate Consumers
• Buy goods & services for
1. Personal use
2. Family use
Industrial Consumers
• Buy goods & services for
1. Profit making business
reason
2. Help meet a social need
2. Products
Products (Goods + Services)
Consumer Goods
Convenience
Goods
Shopping
Goods
Specialty
Goods
Industrial Goods
Goods used in
production of
other goods
Raw Materials, Semi
manufactured goods,
Components
Goods used to
conduct
business
Capital investment
goods, operating
supplies, Industrial &
Professional services
Other Product Categories
Impulse Goods
Emergency Goods
Soft Goods
Durable or Hard Goods
Seasonal Goods
Illegal Goods
Product Class & Marketing Requirement
Marketing
Requirement
Personal
Selling
1. Very
Little
2. Most
Aggressive
3.
Intelligent
& Less
Aggressive
Advertising
1. Very
Extensive
2. More
Detailed
Emphasize
Uniqueness
Middlemen
1. Several
2. Fewer
3. Directly
3. Middlemen
• They help move goods down the line.
• Operates in the economic area between producer & consumer.
• They do not change the physical form of the products.
• They may alter the products’ brand, label or package.
Middlemen
Merchant or
Title-Taking
Agent or Non
Title-Taking
Facilitator
4. Distribution Channel
A Distribution or Trade channel is the path products
take as they move from Producer to Ultimate or
Industrial Consumers.
1
•Producer-Consumer
2
•Producer-Retailer-Ultimate Consumer
3
•Producer-Wholesaler-Retailer-Ultimate Consumer
4
•Producer-Agent-Wholesaler-Consumer
5. Marketing Functions
?Product Development
?Pricing
?Buying
?Personal Selling
?Advertising
?Sales Promotion & Merchandising
?Physical Distribution
?Market Research & Information Management
?Credit Management & Financing
doc_264884627.pptx