What is the Scope of

Marketing?These slides are based on Chapter 1 of ‘Marketing Management’ by Kotler Keller

Marketing is about

Identifying & Meeting

Human & Social Needs

What Is Marketed?

Goods

ServicesBankers

Doctors

Airlines

Hotels

Events

Company Anniversaries

World Cup

Olympics

Experiences

Walt Disney World’s Magic Kingdom

A week at a baseball camp with retired baseball greats

A four-day rock and roll fantasy camp

Persons

Artists

Musicians

Financiers

Places

Properties

Intangible rights of ownership to

either Real Property (Real Estate) or

Financial Property (Stocks and Bonds)

Organisations

Organizations work to

build a strong,

favourable, and unique

image in the minds of

their target publics

Information

Ideas

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