Core Concepts of Marketing

MARKETING: DEFINITIONANDJUSTIFICATION 13

thefaceof CharlesDubin-choirsinger,moviegoerand

TVdirector.Fouryearsil~().Charles had"afunny

(etllo~inh.~chest."WhenCharlesheardthe,"'ortl~"heart

",ll~i,ise'"fromhis~kt(lvr.hefearedlosinghisindt:~l\J~I"e

andhisabilityl(.~t:n!o~'lifefully.But. toeffective

medicines.todayhe'senjoying~naeti\'C~'~(ire~t\t.And,

withhisnewhealitherlifestyle.Charlesisalsodoinghispart

tokeephisheartin~h~fX~Heartdiseaseisthek'adifl~l~l\l."A.:

tl(deatharnt1-n~Americans.Butinthelast.30years,modern

AmerIca' sPharma~euti~alCompanies

I.,·~dfngthewayinthesearch(orcures

medicineshavehelpedreducethenumberofJeathsbyhalf.

Newmedicinesare alsoh<'"~'in~tokeepmorepatientsoutof

thehospitalbycontrollingl\l~h~rilikC(JnJlliwn~th~nleadto

heart,dilSC:(\~,suchas highbloodt-'ft'~\Jrcandhr~hcholesterol.

Ptl<lmmct:ll~i-e,;llcompa nyresearchersarewo.rki(\~hardto

discoverbft:(lkdu~Hljl,'hs.thatwill helpmakemanyillness

anddi:il.:~<; Ihin~ofthepastandhri~morel):j(U':f\l~new

hopeforabettertom~'fnlW.~,ml)f~peopleti~cCharles

can getonw i l hlivingandgoonwiththe~h(I\V.

AD1.2 Thepharmaceutical;ndustrytriestomaintaincontactwithconsumers.

action. The useofscannersinsupermarketsandautomatictellermachinesinbankingillus-
tratesthelastexample.MicromarketingexamplesincludedetermininghowNikonSteel
shouldsegmentitsmarket, recommendinghowNational JewishHospital shouldpricetheir
products, andevaluating thesuccessofthe"Ju st SayNo"anti-drugcampaign.

ServiceMarketingVersusGoodsMarketing
Thedistinctionbetweenservicesandgoods products isnotalwaysclear-cuLIngeneral,
service productstendtobeintangible,areoftenconsumedastheyareproduced,aredifficult