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Published byErnest Stephens Modified over 9 years ago
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Chapter 1.2
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Increased production capacity Increased buying power of consumers Need for coordinating production and consumption ¼ to 1/3 of all workers are in marketing jobs
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Majority of businesses in the United States are marketing type businesses 50 to 60 cent out of every sales dollar goes to cover the costs of marketing
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Increased personal contact with businesses Less variety in products Fewer product improvements Fewer products developed Increased stock shortages or overages
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Raises the standard of living Adds utility to goods and services Makes buying convenient Maintains reasonable prices
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Improves the quality of life Provides a variety of goods and services Increases production
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New and Improved Products Lower Prices Added Value and Utility
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1) New and Improved Products Generates competition Creates a larger variety of goods and services 2) Lower Prices Increases demand which helps lower prices Demand is high producers can make more products at a lower fixed cost
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3) Added Value and Utility Value in economic terms is called Utility Utilities are attributes of a product or service that make it capable of satisfying customers’ wants and needs
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1) Form Utility (not directly related to marketing – production) Involves changing raw materials or putting parts together to make them more useful Making or producing things Creating new products Marketing Research Product Design
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2) Place Utility – having a product where customers can buy it (Distribution Function) Store Location Catalog Internet
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Time Utility – having product available at a certain time of year or convenient time of day (Distribution Function) Extended shopping hours for Christmas Open 24-hours a day Drive-through window at fast-food restaurant
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4) Possession Utility – involved every time legal ownership of a product changes hands Increases as purchase options increase (Pricing Function) Accepting personal checks, credit or debit cards Installment payments or layaways Offering a discount for paying bill early
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5) Information Utility – communication with the customer (Promotion Function) Packaging and labeling Sales Representative explains features and benefits of product Advertising Owner’s manual
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Adding bleach to a liquid clothes detergent Accepting credit cards and debit card at a store Offering overnight delivery
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A company website offers to sell products directly to the customers Old tires are ground up and made into benches A company website has a link that explains how to return empty laser ink cartridges
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A gas station opens beside an interstate highway. The above gas station is open 24-hours a day. A sweater has a tag attached which explain how to clean and store the garment.
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Adding bleach to a liquid clothes detergent Form Accepting credit cards and debit card at a store Possession Offering overnight delivery Time
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A company website offers to sell products directly to the customers Place Old tires are ground up and made into benches Form A company website has a link that explains how to return empty laser ink cartridges Information
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A gas station opens beside an interstate highway. Place The above gas station is open 24-hours a day. Time A sweater has a tag attached which explain how to clean and store the garment. Information
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