"Social marketers are busy promoting ideas". What is the meaning and scope of Marketing 'IDEAS" ?

Some of the most important scope of marketing are as follows:1. Goods2. Services3. Events4. Experiences5. Persons6. Places7. Properties8. Organizations9. Information10. Idea.

The scope of marketing deals with the question, ‘what is marketed?’ According to Kotler, marketing people are involved with ten types of entities.

1. Goods:

Physical goods constitute the major part of a country’s production and marketing effort. Companies market billions of food products, and millions of cars, refrigerators, television and machines.

2. Services:

As economies advance, a large proportion of their activities is focused on the pro­duction of services. Services include the work of airlines, hotels, car rental firms, beauticians, software programmers, management consultants, and so on. Many market offerings consist of a mix of goods and services. For example, a restaurant offers both goods and services.

3. Events:

Marketers promote events. Events can be trade shows, company anniversaries, entertainment award shows, local festivals, health camps, and so on. For example, global sporting events such as the Olympics or Common Wealth Games are promoted aggressively to both companies and fans.

4. Experiences:

Marketers create experiences by offering a mix of both goods and services. A product is promoted not only by communicating features but also by giving unique and interesting experiences to customers. For example, Maruti Sx4 comes with Bluetooth technology to ensure connectivity while driving, similarly residential townships offer landscaped gardens and gaming zones.

5. Persons:

Due to a rise in testimonial advertising, celebrity marketing has become a business. All popular personalities such as film stars, TV artists, and sportspersons have agents and personal managers. They also tie up with PR agencies for better marketing of oneself

6. Places:

Cities, states, regions, and countries compete to attract tourists. Today, states and coun­tries are also marketing places to factories, companies, new residents, real estate agents, banks and business associations. Place marketers are largely real estate agents and builders. They are using mega events and exhibitions to market places. The tourism ministry is also aggressively promoting tourist spots locally and globally.

7. Properties:

Properties can be categorized as real properties or financial properties. Real property is the ownership of real estates, whereas financial property relates to stocks and bonds. Properties are bought and sold through marketing.

Marketing enhances the need of ownership and creates possession utility. With improving income levels in the economy, people are seeking better ways of saving money. Financial and real property marketing need to build trust and confidence at higher levels.

8. Organizations:

Organizations actively work to build image in the minds of their target public. The PR department plays an active role in marketing an organization’s image. Marketers of the services need to build the corporate image, as exchange of services does not result in the owner­ship of anything. The organization’s goodwill promotes trust and reliability. The organization’s image also helps the companies in the smooth introduction of new products.

9. Information:

Information can be produced and marketed as a product. Educational institutions, encyclopedias, non-fiction books, specialized magazines and newspapers market information. The production, packaging, and distribution of information is a major industry. Media revolution and increased literacy levels have widened the scope of informa­tion marketing.

10. Idea:

Every market offering includes a basic idea. Products and services are used as platforms for delivering some idea or benefit. Social marketers widely promote ideas. Maruti Udyog Limited promoted safe driving habits, need to wear seat belts, need to prohibit children from sitting near the driver’s seat, and so on.

Differentiation strategy with unique selling proposition must be there in each and every marketing idea and strategy. Social marketing has already made this task easier.

Thank you for the invitation

Marketing ideas is much more difficult than the marketing of products

He is interested in changing the composition and specific mental image

Includes a wide geographical area

Marketers professional needs

Marketing Ideas should be strong and must possess a best USP in order to capture the targeted audience/ region while in the Product/ Service marketing phase.

Mr. Vinod answered it really well.

This is probably the most misunderstood word in the current context of branding and marketing.

Ideas are expected to provide direction to how the brand can differentiate and communicate messages. it doesn't have to path breaking. It can also be a simple process than changes how work used to be done before.

It also isn't only something that an agency can do - everyone can have ideas but how that idea relates to the business and helps enhance the brand is what matters.

Every idea also has a shelf life and can't make the brand be successful for ever.

Thanks for the invitation.

I agree with Mr. Jetley on the10 points, he said it all.

1. Goods2. Services3. Events4. Experiences5. Persons6. Places7. Properties8. Organizations9. Information10. Ideas.