MGT Notes

Reference: Marketing Management by Kotler Keller 14e (Pg 27)

There are ten main types of entities that can be marketed:

• Goods – The bulk of a country’s marketing goes towards physical goods, for example frozen food.
• Services – As economies advance, their outputs shift towards services which need to be marketed to the end customers. ex. Hotel Chains
• Events – Time based events such as trade shows are marketed to participants to inform and increase attendance.
• Experiences – An orchestration of goods and services can be packaged as experiences and marketed to appropriate audiences.
• Persons – An individual can market themself in order to increase their following and influence decisions. ex. Artists and social media influencers.
• Places – Towns and Cities can market themselves as destinations for tourists or businesspeople.
• Properties – A property can be both tangible (ex. real estate) or intangible (securities). Both can be lucrative businesses if marketed to the correct audience.
• Organizations – Companies and non-profit organizations alike can use marketing to increase brand awareness or to further their cause.
• Information – Items such as books, magazines and blogs can be marketed as information providing mediums.
• Ideas – These come in the form of concepts or taglines attached to any of the other marketing entities and can be marketing materials in themselves.