Marketing Management, 16th Edition

What is Marketed?

Marketing is ubiquitous—it permeates all aspects of the society. Specifically, marketing typically involves 10 different domains: 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 focus on the production of services. The U.S. economy today produces a services-to-goods mix ...