Commission Commando Review

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Commission Commando

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To Your True Success


Marketing today affects every person and organization. To understand this, let’s analyze (1) who markets, (2) what they market, (3) who buys and uses what is marketed, (4) who benefits from these marketing activities, and (5) how they benefit.
Who Markets? Every organization markets! It’s obvious that business firms in manufacturing (Xerox, Heinz, Puma), retailing (Sears, K Mart, J.C. Penney), and providing services (Merrill Lynch, National Broadcasting Corporation, 20th
Century Fox) market their offerings. And so do colleges and universities (to attract good students and faculty members and donations) and government agencies (to encourage Americans to quit smoking or obtain annual health check¬ups). Individuals such as entertainers or politicians market themselves. Nonprofit business firms (San Francisco Ballet, New York Metropolitan Opera, Museum of Modern Art, your local hospital) also engage in marketing.22
Recent decisions of a world-renowned medical facility, the Cleveland Clinic Foundation, illustrate the diverse marketing-related activities of today’s non¬profit organizations. The Clinic operates an expanded 1,250-bed hospital in Cleveland and—to respond to growing health care needs in the Southeast—a new facility in Fort Lauderdale, Florida. It has programs to serve the specialized needs of low-income and kidney dialysis patients, and it even operates its own 300-room hotel in Cleveland to serve the needs of patients from throughout the United States and the world. To try to improve its patient services, the Clinic conducts programs in marketing research, consumer affairs, and physician liai¬son.
What is Marketed? Goods, services, and ideas are marketed. Goods are phys¬ical objects, such as toothpaste, cameras, or computers, that satisfy Commission Commando consumer needs. Services are intangible items such as airline trips, financial advice, or telephone calls. Ideas are intangibles such as thoughts about actions or causes. Some of these—such as lawn mowers, dry cleaning, and annual physical ex¬aminations— may be bought or accepted by individuals for their own use. Others, such as office copiers and vending machine repair services, are bought by organizations. Finally, the products marketed in today’s shrinking globe are increasingly likely to cross a nation’s boundaries and involve exports, imports, and international marketing (covered in Chapter 21).
Who Buys and Uses What is Marketed? Both individuals and Commission Commando organizations buy and use the goods and services that are marketed. Ultimate consumers arc the individuals—whether 80 years or 8 months old — who use the goods and services purchased for a household. A household may consist of one person or ten. The way one or more of the people in the household buys for it is the topic of consumer behavior in Chapter 4. In contrast, organizational buyers such as manufacturers, retailers, or government agencies buy for their own use or for resale. Industrial and organizational buyer behavior is covered in Chapter 5. Although the terms buyers and customers are sometimes used for both ultimate consumers and organizations, there is no consistency on this. In this book you will be able to tell from the example whether the buyers are ultimate consumers, organizations, or both.
Who Benefits? In our free-enterprise society there are three specific Commission Commando Review groups that benefit from effective marketing: consumers who buy, organizations that sell, and society as a whole. True competition between products and services in the marketplace ensures that we consumers can obtain (1) the best products and services available (2) at the lowest price. Providing the maximum number of choices leads to the consumer satisfaction and quality of life that we have come to expect from our economic system.
Organizations that provide need-satisfying products with effective marketing programs—for example, McDonald’s, IBM, Avon, and Merrill Lynch— have blossomed, but this competition creates problems for the ineffective com¬petitors. For example, Osborne Computers, DeLorean cars, and W.T. Grant retail stores were well-known names a few years back, but may now be unknown to you. Effective Commission Commando marketing actions result in rewards for organizations that serve consumers and result in millions of marketing jobs such as those described in Appendix B.
Finally, effective marketing benefits the whole country. It enhances competition, which in turn improves both the quantity of products and services and lowers their prices. This makes the country more competitive in world markets and provides jobs and a higher standard of living for its citizens.
How do Consumers Benefit? Marketing creates utility, or value, for consumers using the product. There are four different utilities: form, place, time, and possession. The production of the good or service constitutes form utility. Place utility means having the offering available where consumers need it, whereas time utility means having it available when needed. Possession utility is getting the product to consumers so they can use it.
Thus marketing provides consumers with place, time, and possession util¬ities by making the good or service available at the right place and right time for the right Commission Commando consumer. Although form utility usually arises in manufacturing activity and could be seen as outside the scope of marketing, an organization’s marketing activities influence the product features and packaging. Marketing creates its utilities by bridging space (place utility) and hours (time utility) to provide products (form utility) for consumers to own and use (possession utility).
1 Our daily exposure to the diverse Commission Commando marketing activities around us has already given us some marketing expertise. Combining this experience with more formal marketing knowledge will enable us to identify and solve important marketing problems.
2 Marketing is the process of planning and executing the conception, pric¬ing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. This def¬inition relates to two primary goals of marketing: (1) assessing the needs of consumers and (b) satisfying them.
3 For marketing to occur, it is necessary to have (a) two or more parties with unmet needs, (b) a desire and ability to satisfy them, (c) communication between the parties, and (d) something to exchange.
4 Because an Commission Commando organization doesn’t have the resources to satisfy the needs of all Commission Commando Review consumers, it selects a target market of potential customers—a subset of the entire market—on which to focus its marketing program.
5 Four elements in a marketing program designed to satisfy customer needs are product, price, promotion, and place. These elements arc called the marketing mix, the four P’s, or the controllable variables because they are under the general control of the marketing department.
6 Environmental factors, also called uncontrollable variables, are largely beyond the organization’s control. These include social, technological, economic, competitive, and regulatory forces.
7 In marketing terms, U.S. business history is divided into three periods: the production era, the sales era, and the modern marketing concept era.
8 An organization using the Commission Commando marketing concept tries to satisfy the needs of consumers at a profit (if a business firm) or more efficiently (if a nonprofit agency). However, consumer and organizational needs must be balanced against needs of employees, shareholders, suppliers, and society as a whole.
9 Most organizations perform marketing activities, whether they arc profit-making business firms or nonprofit organizations. They market products, services, and ideas that benefit all consumers, the organization, and the entire nation. Commission Commando Marketing creates utilities that benefit customers.

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