The task of marketing is as follows
Goods-tangible-constitute the bulk of a country's production and marketing effort.
Advanced country namely, America producers and markets 80 million eggs, 03 billion chickens, 5
million hair-drayers 200 million tonnes of steel. As against this, country like India-a developing one,
produces 25 billion eggs, 0.25 billion chicken, 90 million tonnes of steel-to take a few cases. The
major items of goods in case of developing nations are those relate to basic necessities such as food,
shelter, clothing and other basic commodities while the luxury items of high class society needs are the
needs of developed countries.
With the advancement of the economies the growing proportion of their economic
activities are more based towards services. The ratio of service to good ranges between 65 to 35 to 70
to 30 percentages to the total. In growing economies it is growing at lower pace and the ratio ranges
. between 25:75 and 35:65 percentage. These services can be broadly classed as economic and noneconomic
personal and group financial and non- financial. They are in a,variety of services of unskilled
to highly professionalised services. Market offerings consists of service and product-mix in wider and
One can create, stage and market experiences by orchestrating. U.S.A. 's Walt
Disney, World's Magic Kingdom is a unique experience, climbing of Mount Everest, visiting a fairy
kingdom, a pirate ship or a haunted house, hiking, a visit to ESSELL world or Water Kingdom,
Spending a week at base ball camp or spending a fortnight in meditation centres and so on.
Creative marketers promote time based events such as olympics, trade-shows, sport
events, company anniverseries, artistic performances; holding fashion shows; all these need good
planning by professionals to see that events are a grand success. Musical concerts, certain
Celebrity marketing has become a major growing business. In the past, a person
seeking name and fame or image used to hire a press to write and publish stories in newspapers and
magazines. Today, each professional has an agent or a personal secretary. In world of American art,
Andy Warhol has applied entrepreneurial marketing principles to build his own fame. In India, Amitab
Bachchan made a great come back through K.B.C.-Mr. Tom Peter, a great management consultant is
the 'master of self-branding and asked each person to build a brand of his own.
6. Places :
Places-may be cities, states, regions and even the whole country are competing in
attracting tourists, industrialists, employees, professionals, investors, factories, head offices, new
residents. The world class examples can be Stratford in Canada was barely run down city with only
one asset namely, its name and a river called Avon. Ireland is a place of marketer which has attracted
more than 500 companies to locate their plants, operating Irish Development Board. Place marketers
include economic development specialists, real-estate agents, commercial banks, local business
associations and public-relations agencies.
7. Properties :
Properties represent intangible rights of ownership of either real property-real
estate or financial property-stocks and bonds. These properties are bought and sold which warrant
marketing effort. It is our common experience that real estate agents work for sellers and buyers
linking them, stock brokers bring together buyers and sellers of stocks and bonds. These intermediaries
may be individuals or institutions.
8. Organisations :
Organisations, like individuals, work hard to build their image or personality in
the minds of public-through public relations techniques. Institutional ads by companies speak of this
Philips company-the Dutch electronic company-uses the words "Let's Make Things Better" Coca Cola
Company has a slogan "Things go Better with Coca Cola." BPL says "Believe in the Best." Pepsi Cola
company says "Want More." Sony corporation says only "It is a sony". Even universities, Educational
Institutions, Musiums, Performing Art Units have their plans to boost their image to compete for more
students, participants, audience, visitors on one side and funds on the other.
9. Information :
Information is a valuable product which can be produced and sold. Schools,
colleges and universities and other institutions of learning produce and distribute at a price the product
to students, parents and the communities. Encyclopaedias and non-fiction publications are rich source
of information. Periodicals and journals provide highly specialised and updated information. Travel
guides with condenced and divided road, rail routes are of considerable help to tourists. We buy CDs
and engage in internet surfing to get most sought information. Practically on each subject, aspect we
have detailed information.