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 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
Marketers promote time-based events, such as major trade shows, artistic
performances, and company anniversaries. 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’s Magic Kingdom allows customers to visit a fairy kingdom, a
pirate ship, or a haunted house. 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.9
PERSONS
Artists, musicians, CEOs, physicians, high-profile lawyers and financiers, and
other professionals all get help from celebrity marketers.
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 whole nations compete to attract tourists, residents, factories, and
company headquarters.
Place marketers include economic development specialists, real estate agents,
commercial banks, local business associations, and advertising and public relations agencies. The Las
Vegas Convention & Visitors Authority succeeded with its provocative ad campaign, “What Happens
Here, Stays Here,” portraying Las Vegas as “an adult playground.” In the recession of 2008, however,
convention attendance declined. Concerned about its potentially out-of-step racy reputation, the
Authority took out a full-page BusinessWeekad to defend its ability to host serious business meetings.
Unfortunately, the 2009 summer box office blockbuster The Hangover, set in a debauched Las Vegas,
likely did not help the city position itself as a choice business and tourist destination.
PROPERTIES
Properties 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 nonprofits 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
The Rolling Stones have done a
masterful job of marketing their
rebellious form of rock and roll to
audiences of all ages.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
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.”
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 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
Marketers promote time-based events, such as major trade shows, artistic
performances, and company anniversaries. 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’s Magic Kingdom allows customers to visit a fairy kingdom, a
pirate ship, or a haunted house. 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.9
PERSONS
Artists, musicians, CEOs, physicians, high-profile lawyers and financiers, and
other professionals all get help from celebrity marketers.
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 whole nations compete to attract tourists, residents, factories, and
company headquarters.
Place marketers include economic development specialists, real estate agents,
commercial banks, local business associations, and advertising and public relations agencies. The Las
Vegas Convention & Visitors Authority succeeded with its provocative ad campaign, “What Happens
Here, Stays Here,” portraying Las Vegas as “an adult playground.” In the recession of 2008, however,
convention attendance declined. Concerned about its potentially out-of-step racy reputation, the
Authority took out a full-page BusinessWeekad to defend its ability to host serious business meetings.
Unfortunately, the 2009 summer box office blockbuster The Hangover, set in a debauched Las Vegas,
likely did not help the city position itself as a choice business and tourist destination.
PROPERTIES
Properties 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 nonprofits 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
The Rolling Stones have done a
masterful job of marketing their
rebellious form of rock and roll to
audiences of all ages.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
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.”
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