2 management - School of International Business and ...

387 What is marketing?
large percentage of marketing activity in most countries.In many developed countries the volume
of services now exceeds that of goods. See the hyperlink Charles Schwab Brokerage Com-
mercial:
http://www.youtube.com/watch?v=mkzdX5qJOm4" \t "_blank
Events: Time-based shows such as a concert, a Broadway play, New Year's celebration, or a
sporting event. The 2012 London Olympics are a good example of an event. See the hyperlink
London Olympics Campaign:
http://www.morethanthegames.co.uk/london-2012/1614163-london-2012-olympic-organisers-
commence-biggest-marketing-spend-yet" \t "_blank
Experiences: Experiences are usually a non-repeatable combination of products and services.
Examples are a trip to Disneyland, or an organized holiday tour package. See the hyperlink
Disneyland Commercial:
http://www.youtube.com/watch?v=zVKOSaBGPQE" \t "_blank
Persons: Celebrities, sports stars, or candidates in public elections. Obama's U.S. presiden-
tial campaign was groundbreaking in its new media marketing of a person: See the hyperlink
Obama Campaign:
http://www.businessweek.com/managing/content/nov2008/ca2008117_831945.htm" \t "_blank
Places: Cities, states, nations, for purposes such as attracting tourists and investment. Las Vegas
has had much success with its recent marketing efforts. Odds are that you are familiar with the
»What happens in Vegas...« slogan. See the hyperlink Las Vegas Campaign:
http://www.time.com/time/magazine/article/0,9171,994712-1,00.html" \t "_blank
Properties: Real estate or intangible rights in properties including buildings, malls, houses, apart-
ments, timeshares, etc. See the hyperlink Time-Share Advertisement:
http://www.holidaygroup.com/timeshares/us/hawaii/index.php"\t"_blank
Organizations: This refers to building positive images of organizations, such as companies, gov-
ernments, universities, and charitable organizations. For example, the World Health Organization
relies on marketing tools to communicate their programs to those in need. See the hyperlink
World Health Organization:
http://www.searo.who.int/LinkFiles/CDS_WHO_Outbreak_Comm_Planning_Guide.pdf" \t "blank
Information: Books are the traditional means of selling information, but there are many other
types of information marketed. For example market intelligence, economic analysis and mailing
lists. See the hyperlink Economist Intelligence Reports:
http://www.eiu.com/public/topical_report.aspx?campaignid=tech_baro" \t "_blank