What is marketing?
 What is marketing?
 CBCs top ten Superbowl ads (2014).
 Most people mistakenly identify marketing with selling and promotion.
 While selling and promotion are a part of marketing,
 In Principles of Marketing Philip Kotler stated:
 If the marketer does a good job of identifying consumer needs,

developing appropriate products, and pricing, distributing, and
promoting them effectively, these goods will sell very easily.
Defining Marketing…
 Marketing can be defined as
 The ultimate goal of marketing is to make selling and advertising

nonessential …
To
 Goods, Services, & Ideas…
 Marketing deals with goods, services, and ideas.
 A good is something
.
 A service is
.
 An idea
.
 Mr. Brunton’s grey area … if you go to a restaurant, are you buying a good or

a service?
 For this course, we will use the word
to refer to goods,
services, and ideas.
Raw Materials
 Come from mining companies, farms, fishing boats, oil rigs, loggers, etc.
 Examples:
 Canada exports a lot of raw materials
 We also import many raw materials (ex: oranges)
 Raw materials are usually marketed to
. Why?
 Processed Goods

, for
example pasteurizing milk, or pressing applies into juice, or creating pulp
from wood. More examples:
 Processed goods may be sold as finished goods, or as semifinished goods
 Semifinished goods are
 Finished Goods
 Do not require any further processing
 May be a consumer good (ie Nike Shoes) or an industrial good (seat for a car)
 Consumer goods are used by
 Typically sold by
 Can be sold to industry
 Ex: Original Maple Bat Company sells to major league baseball teams as

well as consumers
Industrial goods
, and can be any of

raw materials, processed goods, or finished goods
Services

 Just like goods, can be marketed to
 Ex: Piano tuner


 If they tune pianos for a symphony, it’s an industrial service
 If they tune pianos in people’s homes, it’s a consumer service
 Most businesses
Goods and services questions …
 Pg. 8 – 1abc, 2a, 3a
Jones Soda
 Article and questions
 Pg. 2, questions 1-3.