What Can Be Marketed

“WHAT CAN BE MARKETED?
By: Shreni Jain (Group 10)
According to Kotler marketing management is the art and science of

choosing target markets and getting, keeping and growing customers
through creating, delivering, and communicating superior customer value.
We all see around us various goods and services marketed, take a pause
from your busy life and look around; you will see hoardings, advertisements
on stores and everywhere. Marketing in the 21st century is very different
from its early beginnings. Today's marketers have more choices in terms of
support, media opportunities, and communications. They also have more
competition from varied sources, especially as the Internet has made it
possible for companies around the globe to compete virtually. He identified
the following 10 types of entities which may be marketed.
Goods: Physical goods that may be manufactured produced in farms or

mined. These account for the bulk of the marketing efforts in most of the
countries. Each year companies globally market billions of fresh canned,
packed, and frozen food products and millions of automobiles and
electronics. Due to the internet individuals can also effectively market their
goods.
Services: These are intangible products that involve performing some service
for the customers. These are intangible items consisting of acts or deeds
directed toward people or their possession. As economies advance, a
growing proportion of their activities focuses on the production of services.
The U.S. economy today produces a 70–30 services-to-goods mix. Services
include the work of airlines, hotels, car rental firms, barbers and
beauticians, maintenance and repair people, and accountants, bankers,
lawyers, engineers, doctors, software programmers, and management
consultants. Many market offerings mix goods and services, such as a fast-
food meal.
Events: Time based shows such as New Year celebration, trade shows
artistic performance and company anniversaries are promoted by marketers
aggressively to both companies and consumers due to huge financial
rewards earned through sales. Global sporting events such as the Olympics
and the World Cup are promoted aggressively to both companies and fans.
Experiences: By orchestrating several services and goods, a firm can create

stage and market experiences. Walt Disney world magic kingdom represents
experiential marketing whereby Customers visit a fairy kingdom, a haunted
house or a pirate ship and experience how it feels like. For example: The
Hard Rock café offer an experience whereby they can enjoy their meal or see
a band in a live stage or There is also a market for customized experiences,
such as a week at a baseball camp with retired baseball greats, a four-day
rock and roll fantasy camp, or a climb up Mount Everest.
Persons: Artists, musicians, CEOs, physicians, high-profile lawyers and
financiers, and other professionals all get help from
celebrity marketers.10 Some people have done a masterful job of marketing
themselves—David Beckham, Oprah Winfrey, and the Rolling Stones.
Management consultant Tom Peters, a master at self-branding, has advised
each person to become a “brand.”
Places: Cities, states, regions and nations, compete actively to attract

tourists and investment through factories, company headquarters and new
resident. For example: Amitabh Bachchan promoting tourism in Gujarat.
Place marketers include economic development specialist, real estate agents,
and national tourism agencies.
Properties: These are intangible rights of ownership to either real property

(real estate) or financial property (stocks and bonds). They are bought and
sold, and these exchanges require marketing. Real estate agents work for
property owners or sellers, or they buy and sell residential or commercial
real estate. Investment companies and banks market securities to both
institutional and individual investors.
Organizations: Organizations work to build a strong, favorable, and unique

image in the minds of their target publics. In the United Kingdom, Tesco’s
“Every Little Helps” marketing program reflects the food marketer’s attention
to detail in everything it does, within the store and in the community and
environment. The campaign has vaulted Tesco to the top of the UK
supermarket chain industry. Universities, museums, performing arts
organizations, corporations, and non- profits all use marketing to boost their
public images and compete for audiences and funds.
Information: The production, packaging, and distribution of information are

major industries. Information is essentially what books, schools, and
universities produce, market, and distribute at a price to parents, students,
and communities. The former CEO of Siemens Medical Solutions USA, Tom
McCausland, says, “[our product] is not necessarily an X-ray or an MRI, but
information. Our business is really health care information technology, and
our end product is really an electronic patient record: information on lab
tests, pathology, and drugs as well as voice dictation.”
Ideas: Ideas include platform or issues aimed at promoting a benefit for a

customer. Every market offering includes a basic idea. Charles Revson of
Revlon once observed: “In the factory we make cosmetics; in the drugstore
we sell hope.” Products and services are platforms for delivering some idea
or benefit. Social marketers are busy promoting such ideas as “Friends
Don’t Let Friends Drive Drunk” and “A Mind Is a Terrible Thing to Waste.”
Therefore, in today’s world anything can be classified under these ten

categories mentioned above and marketed. It is because the work of a
company is to understand their product and make the consumers realize
that they need that product. So according to me anything and everything
can be marketed.

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“WHAT CAN BE MARKETED?

By: Shreni Jain (Group 10)

According to Kotler marketing management is the art and science of

Goods: Physical goods that may be manufactured produced in farms or

Experiences: By orchestrating several services and goods, a firm can create

Places: Cities, states, regions and nations, compete actively to attract

Properties: These are intangible rights of ownership to either real property

Organizations: Organizations work to build a strong, favorable, and unique

Information: The production, packaging, and distribution of information are

Ideas: Ideas include platform or issues aimed at promoting a benefit for a

Therefore, in today’s world anything can be classified under these ten

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