WHO MARKETS? MARKETERS AND PROSPECTS A marketer someone who seeks a response-attention, a purchase, a vote, a donation-from another party, called the prospect. If two parties are seeking to sell something to each other, we call them both marketers. Marketers are skilled at stimulating demand for their products, but that's limited view of what they do. They also seek to influence the level, timing, and composition of demand to meet the organization's objectives. Eight demand states are possible: 1. Negative demand - Consumers dislike the product and may even pay to avoid it. 2. Nonexistent demand - Consumers may be unaware of or uninterested in the product. 3. Latent demand - Consumers may share a strong need that cannot be satisfied by an existing product. 4. Declining demand - Consumers begin to buy the product less frequently or not at all. 5 . Irregular demand - Consumers purchases vary on a seasonal, monthly, weekly,
WHAT IS MARKETED Marketers market 10 main types of entities: goods, services, events, experiences, persons, places, properties, organizations, information, and ideas. Let's take a quick look at these categories. GOODS Physical goods constitute the bulk of most countries' production and marketing efforts. Each year, U.S. companies market billions of fresh, canned, bagged, and frozen food products and millions of cars, refrigerators, televisions, machines, and other mainstays of a modern economy. SERVICES As economies advance, a growing proportion of their activities focuses on the production of services. The U.S. economy today produces a services-to-goods mix of roughly two-thirds to one-third. 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, suc