Учебно-методическое пособие по развитию навыков профессионального общения. В двух частях Ч.2: Marketing. Руденко Т.П. - 11 стр.

issues and solutions to social problems. For a presidential election, for              Form utility is created through the production process rather
example, candidates for presidency develop campaign platforms (their           than through marketing activities. An Acura automobile on display in
product) consisting of issues they believe important. They employ pro-         the dealer’s showroom possesses form utility: this product would not be
motion (television and print advertisements, mass mailings, publicity,         available unless it had gone through a series of production steps, from
and personal campaign appearances) to inform voters about their ideas          the manufacture of sheet steel to the final assembly of finished parts.
and philosophies.                                                              Marketers participate in the creation of form utility by researching what
       Other organizations also use marketing activities to sell their         features – air bags, antilock brakes, stereos, and so on – consumers want
ideas and services. The Red Cross and Special Olympics use marketing           so that the product is manufactured to satisfy their needs.
to raise funds for their projects and to increase public awareness about               A key role of marketers is to create place, time, and possession
the needs of disaster victims and the physically and mentally handi-           utility to ensure that human needs and wants are met. To satisfy cus-
capped.                                                                        tomers’ needs and wants, marketers must carry out certain functions.

                       Marketing Creates Utility                                                        Functions of Marketing
        The central focus of marketing is to satisfy needs. Utility is the             Marketing focuses on a complex set of activities that must be per-
ability of a product to satisfy human needs and wants. A Chilito at Taco       formed to accomplish objectives and generate exchanges. These activi-
Bell, a three-day vacation at Disney World, a new home – all satisfy           ties, or functions, of marketing include buying, selling, transporting,
human needs and wants. Businesses attempt to provide four kinds of             storing, grading, financing, marketing research, and risk taking. They
utility: form, place, time, and possession. Three of the four kinds (place     can be performed by a manufacturer, wholesaler, retailer, or some other
utility, time utility, and possession utility) are created directly by mar-    company such as an advertising agency. Each helps accomplish market-
keting.                                                                        ing objectives.
        Place utility is created by making the product available where                 Buying. Everyone who shops for products (consumers, stores,
the buyer wishes to buy it. Most Americans do not want to travel to            businesses, governments) decides whether and what to buy. A marketer
Germany to purchase a Mercedes, to Japan to buy a Sony television, or          must understand buyers’ needs and desires to determine what products
to Mexico to purchase enchiladas for lunch. Thus, marketers create             to make available.
place utility by making products available at convenient locations.                    Selling. The exchange process is expedited through selling. Mar-
        Time utility is created by making a product available when cus-        keters usually view selling as a persuasive activity that is accomplished
tomers wish to purchase it. Because some shoppers have time to shop            through promotion (advertising, personal selling, sales promotion, pub-
for a new automobile only on Saturdays, auto dealers may miss a sale           licity, and packaging).
unless they open for business on Saturdays. Similarly, due to seasonal                 Transporting. Transporting is the process of moving products
changes, more convertibles may be desired in April, May, and June and          from the seller to the buyer. Marketers focus on transportation costs and
more four-wheel-drive automobiles in December, January, and February.          services.
        Possession utility is created by transferring ownership of a product           Storing. Like transporting, storing is part of the physical distribu-
to the buyer. Regardless of whether a product is a good, a service, or an      tion of products. Storing includes warehousing goods. Warehouses hold
idea, there is a point when ownership is legally transferred by means of       some products for lengthy periods to create time utility. Consumers
a sales receipt or other formal transaction from one party to another.         want frozen orange juice year-round, for example, although the produc-
The transfer of product possession guarantees the right of the buyer to        tion season for oranges is only a few months out of the year. This means
use that product to satisfy a need.

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