principles of business, marketing, and finance marketing goods and services copyright © texas...
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Principles of Business, Marketing, and Finance
Marketing Goods and Services
Copyright © Texas Education Agency, 2011. All rights reserved
Goods and Services
• Goods
-things that you can see and touch (tangible)
• Services
-activities that are consumed at the same time they are produced (intangible)
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Marketing Goods and Services
• Needs and Wants– Needs are required in order
to live (food, water, clean air, clothing, shelter)
– Wants-things that add comfort and pleasure to your life
• Needs and Wants are Unlimited
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Goods and Services for Businesses and Consumers
• Business needs steel, plastic, gasoline, computers (goods)
• Business needs supply of electricity, security for buildings, and equipment (services)
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Consumer Goods and Services
• Consumers buy clothes, electronic devices, automobiles (goods) (tangible)
• Consumers eat at restaurants, go on vacations, and take flights (services) (intangible)
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U.S. Economy
• Is the largest producer of goods and services in the world
• Has twice as many shopping malls as it does high schools
• America-leader in consuming goods and services
• Use of Credit– Increased purchasing power– Led to more debt
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Economic Resources
• Means through which goods and services are produced (Factors of Production)– Natural resources– Human resources– Capital resources
• Resources are Limited
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Basic Economic Problem-Scarcity
• Not having enough resources to satisfy every need
• Economic Decision-making– Scarcity forces individuals, businesses, and
governments to make choices– Economic decision-making (process of choosing
which wants, among several options, will be satisfied– Trade-off (when you give up something to have
something else– Opportunity cost-the value of the next-best alternative
that you did not choose
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The Decision-Making Process
• Define the problem.• Identify the choices.• Evaluate the advantages
and disadvantages of each choice.
• Choose one choice.• Act on your choice• Review your decision.
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Supply and Demand
• Consumer -person who buys and uses goods and services• Producers -individuals and organizations that determine what
products and services will be available for sale• Consumers set demand -the quantity of a good or service that consumers are
willing and able to buy• Supply -the quantity of a good or service that businesses are
willing and able to provide
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Determining Price
• Factors Influencing Demand– High demand equals high prices– More choices (competition) equal lower prices
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Factors Influencing Supply
• More competitors results in a greater supply• Little competition results in less supply and
higher prices• Market price -point where supply and demand are equal
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Marketing Goods and Services
• Determine consumer Buy Motives• Show and Demonstrate Goods• Distribution -determining the best ways for customers to
locate, obtain, and use products and services of an organization
• Product and Service Management -designing, developing, maintaining,
improving, and acquiring products and services that meet consumer needs
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Marketing Goods and Services
• Selling -communicating directly with potential
customers to determine and satisfy their needs
• Marketing information management
-obtaining, managing, and using market information to improve business decision-making and the performance of marketing activities
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Marketing Goods and Services
• Financial analysis
-budgeting for marketing activities,
obtaining the necessary funds needed
for operations, and providing financial
assistance to customers so they can purchase
the business’ products and services• Pricing -setting and communicating the value of products and services• Promotion -communicating information about products and services to
potential customers
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