Core Concepts of Marketing

MARKETING:DEFINITIONANDJUSTIFICATION 15

TABLE1.1 KindsofMarketing

CLASSIFICATION

Macromarketing

Micromarketing

Goodsmarketing

Servicemarketing

For-profitmarketing

Nonprofitmarketing

Massmarketing

Directmarketing

Internetmarketing

Localmarketing

Regionalmarketing

Nationalmarketing

Internationalmarketing

Globalmarketing

Consumergoodsmarketing

Business-to-business

marketing

EXAMPLE

Thedevaluationoftheyen

Apricingstrategyfor

Wal-Mart

NabiscoInternational

ChaseManhattanBank

OtisElevator

NewYorkMuseumofArt

Sony

Timemagazine

trip.com

ImperialGardenRestaurant

OlympiaBrewery

AmericanRedCross

FordMotorCompany

Owest

KraftFoods

IBM

FACTORS

Emphasisofstudy

Perspective, receiverof

consequences

Tangibility,standardization,

storage,production,

involvement

Concernsforprofits

Taxstatus

Natureofcontact,

information,

processforpurchasing

anddelivery

Proximityofcustomers,

geographicarea,

extentofdistribution,

network,marketing

variationcommitmentto

country

Natureofcustomer

Productfunction

agingandadvertisementsshowingpeoplewhoaresuccessfulbecausetheystarteachday

witha cuportwoortenofStarbuck'scoffee.

For-profitMarketingVersusNonprofitMarketing

Asthetermsconnote,thedifferencebetweenfor-profitandnonprofitmarketingisintheirpri-

maryobjective. For-profitmarketersmeasuresuccessintermsofprofitabilityandtheirabil-

itytopaydividendsorpaybackloans. Continuedexistenceiscontingentuponlevelofprofits.

Nonprofitinstitutionsexisttobenefita society,regardlessofwhetherprofitsare

achieved.Becauseoftheimplicitobjectivesassignedtononprofits,theyaresubjecttoan

entirelydifferentadditionalsetoflaws,notablytaxlaws. Whiletheyareallowedtogen-

erateprofits,theymustusethesemoniesinspecificway~inordertomaintaintheirnon-

prufitstatus.Thereareseveralotherfactorsthatrequireadjustmentstobemadeinthe

marketingstrategiesfornonprofits.

M assMarketing,DirectMarket ing,and

InternetMarketing

Massmarketingisdistinguishedfromdirectmarketingintermsofthedistancebetween

themanufacturerandtheultimateuseroftheproduct.Massmarketingis characterizedas

havingwideseparationandindirectcommunication. Amassmarketer, suchasNike,has