Name _______________________________
MARKETING I
CHAPTER 1 – OUTLINE
MARKETING IS ALL AROUND US
SECTION 1.1 – Marketing & the Marketing Concept - pages 4-7
Marketing:
Ideas, Goods & Services:
Ideas:
Examples:
Goods:
Examples:
Services:
Examples:
Exchange:
Marketplace:
7 FUNCTIONS OF MARKETING:
1. Product/Service Management:


2. Selling:
 Where?
3. Pricing:

4. Marketing Information Management:

 Focus Group:
5. Promotion:
6. Financing:
 Example:
7. Distribution:
Answer these questions:


MARKETING CONCEPT:
 Sales Oriented:
Customer Relationship Management (CRM):
Combines customer information (through database & computer
technology) with customer service and marketing communications).
Marketers try to create meaningful 1-on-1 communications with the
customer by applying customer data to every communication.
SECTION 1.2 – The Importance of Marketing - pages 8-11
Marketing benefits the economy & consumers by:

 Example(s):


Lower Prices:
 Marketing increases _______________
 Products can be produced in larger _______________

The ____________________ is ________________
 Also, when demand increases,
 More companies ______________________________

Companies must ______________________ to remain
_________________
 Fixed Costs:
Examples:
Example Calculation:
If monthly fixed costs are $10,000, then fixed cost per unit would be:
Formula:
For 10,000 units:
For 5,000 units:
For 20,000 units:
SO….you make _______ money when you produce ________ units because your
cost ________ __________ is less!
Variable Costs:
Examples:
Utility:
5 TYPES OF UTILITY:
Form Utility:
Example:
Place Utility:
Example:
Time Utility:
Example:
Possession Utility:
Example:
Information Utility:
Examples:
SECTION 1.3 – Fundamentals of Marketing - pages 12-19
Market and Market Identification
Market:
Consumer Market:

Industrial Market (also known as B-to-B):

Can a product be promoted to both the consumer & Industrial market?
Market share:

Market segmentation:
Target market:

Customer:

Consumer:
Example:
Customer Profile:
Marketing Mix:

4 P’s:
1. ___________ –

2. __________ –

3. __________ –


4. ___________ –

The 5th P:
5. ___________ –

 Example: