| << Chapter < Page | Chapter >> Page > |
The use of scanners in supermarkets and automatic teller machines in banking illustrates the last example. Micromarketing examples include determining how Nikon Steel should segment its market, recommending how Denver Colorado’s National Jewish Hospital in the US should price their products, and evaluating the success of the US "Just Say No" anti-drug campaign.
The distinction between services and goods products is not always clear-cut. In general, service products tend to be intangible, are often consumed as they are produced, are difficult to standardize because they require human labor, and may require the customer to participate in the creation of the service product.
Goods products tend to be just the opposite in terms of these criteria. Consequently, marketers of service products usually employ a marketing strategy quite different from that of goods marketers. For example, a local family physician creates tangibility by providing an environment: waiting room examination rooms, diplomas on the walls, that convinces patients that they are receiving good health care. Conversely, coffee producers create intangibility in order to appear different from competitors. This is done through colorful packaging and advertisements showing people who are successful because they start each day with a cup or two or ten of Starbuck's coffee.
| Classification | Example | Factors |
| Macromarketing | The devaluation of the yen | Emphasis of study |
| Micromarketing | A pricing strategy for Wal-Mart | Perspective, receiver of consequences |
| Goods Marketing | Nabisco International | Tangibility, standardization, storage, production, involvement |
| Service marketing | Chase Manhattan Bank | |
| For-profit marketing | Otis Elevator | Concerns for profits |
| Nonprofit marketing | New York Museum of Art | Tax status |
| Mass marketing | Sony | Nature of contact |
| Direct marketing | Time Magazine | Information |
| Internet marketing | trip.com | Process for purchasing and delivery |
| Local marketing | Imperial Garden Restaurant | Proximity of customers |
| Regional marketing | Olympia Brewery | Geographic area |
| National marketing | American Red Cross | Extent of distribution |
| International marketing | Ford Motor Company | Network, marketing |
| Global marketing | Qwest | variation commitment to country |
| Consumer goods marketing | Kraft Foods | Nature of consumer |
| Business-to-business marketing | IBM | Product function |
As the terms connote, the difference between for-profit and nonprofit marketing is in their primary objective. For-profit marketers measure success in terms of profitability and their ability to pay dividends or pay back loans. Continued existence is contingent upon level of profits.
Nonprofit institutions exist to benefit a society, regardless of whether profits are achieved. Because of the implicit objectives assigned to non-profits, they are subject to an entirely different additional set of laws, notably tax laws. While they are allowed to generate profits, they must use these monies in specific way in order to maintain their non-profit status. There are several other factors that require adjustments to be made in the marketing strategies for nonprofits.
Notification Switch
Would you like to follow the 'Business fundamentals' conversation and receive update notifications?
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|