Difference between revisions of "Market exchangeable"

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[[File:Product.png|400px|thumb|right|[[Marketing mix]]]]A [[marketable]] (alternatively known as a [[marketable product]] or, simply, [[product]]; the ''marketable'' that has already been marketed is also called a [[marketed entity]]) is the component of [[market offering]]s that reacting customers perceive as valuable to be entitled to, to consume, to donate to, to earn, to hire, to own, and/or to trust to. These [[market offering]]s may increase or decrease the [[value]] of this ''marketable''.
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[[File:Product.png|400px|thumb|right|[[Marketable]]]]A [[market exchangeable]] (alternatively known as a [[marketable product]] or, simply, [[product]]; the ''exchangeable'' that has already been marketed is also called a [[marketed entity]]) is the component of [[market offering]]s that reacting customers perceive as valuable to be entitled to, to consume, to donate to, to earn, to hire, to own, and/or to trust to. These [[market offering]]s may increase or decrease the [[value]] of this ''exchangeable''.
  
  
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===Benefit vs product===
 
===Benefit vs product===
:Frequently, ''marketables'' are called ''products'' and, sometimes, ''benefits''. Although those three terms have a few interrelationships, their meanings are different.
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:Frequently, ''exchangeables'' are called ''products'' and, sometimes, ''benefits''. Although those three terms have a few interrelationships, their meanings are different.
  
 
:Literally, [[product]] is anything that is produced. This term, [[product]], has a wide range of applications:
 
:Literally, [[product]] is anything that is produced. This term, [[product]], has a wide range of applications:
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===Goods===
 
===Goods===
:*Food products;
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:*Food products, including those in fast-food meals,
:*Cars;
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:*Cars and car components,
:*Refrigerators;
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:*Home appliances such as air conditioners, washers, dryers, refrigerators,
:*Televisions;
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:*Televisions,
:*Machines.
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:*Machines,
 +
:*Electronics such as mobile phones, computers, gaming consoles, etc.
 +
:*Furniture,
 +
:*Personal protective equipment such as face masks.
  
 
===Services===
 
===Services===
:*Work of airlines;
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:*Work of airlines,
:*Work of hotels;
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:*Work of hotels,
:*Car rentals;
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:*Car rentals,
:*Work of barbers and beauticians;
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:*Work of barbers and beauticians,
:*Work of maintenance and repair people;
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:*Work of maintenance and repair people,
:*Work of accountants, bankers, lawyers, engineers, doctors, software programmers, and management consultants.
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:*Work of accountants, bankers, lawyers, engineers, doctors, software programmers, and management consultants,
 
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:*Order-taking, cooking, and delivery services in fast-food meals,
===Mixes of goods and services===
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:*Construction work,
:*Fast-food meals.
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:*Cloud computing,
 +
:*Financial services such as Alipay.
  
 
===Events===
 
===Events===
:*Trade shows;
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:*Trade shows,
:*Artistic performances;
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:*Artistic performances and concerts,
:*Company anniversaries;
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:*Company anniversaries,
:*Global sporting events such as the Olympics and the World Cup;
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:*Sporting events such as the Olympics and the World Cup,
:*Local events such as craft fairs, bookstore readings, and farmer's markets.
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:*Local events such as craft fairs, flea fairs, book fairs, campus open days, bookstore readings, and farmer's markets,
 +
:*Weddings,
 +
:*Exhibitions such as Shanghai Expo,
 +
:*Festivals such as Spring Festival,
 +
:*Speeches such as "I have a dream".
  
 
===Experiences===
 
===Experiences===
:*Visits to a fairy kingdom, a pirate ship, or a haunted house at Walt Disney World’s Magic Kingdom;
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:*Visits to a fairy kingdom, a pirate ship, or a haunted house at Walt Disney World’s Magic Kingdom,
:*Baseball camp with retired baseball greats;
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:*Baseball camp with retired baseball greats,
:*Rock and roll fantasy camp;
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:*Rock and roll fantasy camp,
:*Climb up of Mount Everest.
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:*Climb up of Mount Everest,
 +
:*Virtual reality (VR),
 +
:*Travels.
  
 
===Persons===
 
===Persons===
Artists, musicians, CEOs, physicians, high-profile lawyers and financiers, and other professionals  
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:Management consultant Tom Peters has advised each person to become a "brand."
often get help from marketers. Many athletes and entertainers have done a masterful job of marketing
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:*Artists, musicians, movie stars such as Jackie Chan, CEOs, physicians, high-profile lawyers and financiers, and other professionals,
themselves—NFL quarterback Peyton Manning, talk show veteran Oprah Winfrey, and rock and roll legends The  
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:*Athletes such as NFL quarterback Peyton Manning,
Rolling Stones. Management consultant Tom Peters, himself a master at self-branding, has advised each person to
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:*Entertainers such as talk show veteran Oprah Winfrey and rock and roll legends The Rolling Stones,
become a “brand.
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:*Celebrities such as Queen Elizabeth II.
Places Cities, states, regions, and whole nations compete to attract tourists, residents, factories, and company  
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headquarters.13 Place marketers include economic development specialists, real estate agents, commercial banks,  
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===Places===
local business associations, and advertising and public relations agencies. The Las Vegas Convention & Visitors
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:*Cities like Las Vegas, states, regions, and nations that attract tourists, residents, factories, and company headquarters,
Authority has met with much success with its provocative ad campaign “What Happens Here, Stays Here,”
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:*Shopping malls,
portraying Las Vegas as “an adult playground.”
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:*Online shopping platforms
Properties Properties are intangible rights of ownership to either real property (real estate) or financial
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:*Online exchange platforms such as Xianyu
property (stocks and bonds). They are bought and sold, and these exchanges require marketing. Real estate
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agents work for property owners or sellers, or they buy and sell residential or commercial real estate. Investment
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===Properties===
companies and banks market securities to both institutional and individual investors.
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:*Real properties (real estate),
Organizations Museums, performing arts organizations, corporations, and nonprofits all use marketing
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:*Financial properties (stocks and bonds),
to boost their public images and compete for audiences and funds. Some universities have created chief marketing
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:*Gold, jewelry and other valuables, 
officer (CMO) positions to better manage their school identity and image, via everything from admission
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:*Virtual currencies such as bitcoin.
brochures and Twitter feeds to brand strategy.
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The pageantry of the Olympics,  
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===Organizations===
shown here in Sochi, Russia,
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:*Museums, performing arts organizations, corporations, nonprofits and charities such as Red Cross
adds to its marketability.
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Oprah Winfrey has built a
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===Information===
personal brand worth billions
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:*Content of books,
which she has used across
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:*Knowledge that schools and universities distribute,
many lines of business.
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:*Production of media companies such as Thomson Reuters.
Information Information is essentially what books, schools, and universities produce, market, and
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:*Newspapers
distribute at a price to parents, students, and communities. Firms make business decisions using information
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supplied by organizations like Thomson Reuters: “We combine industry expertise with innovative technology
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===Ideas===
to deliver critical information to leading decision makers in the financial, legal, tax and accounting, healthcare,
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:*States of mind such as hope,
science and media markets, powered by the world’s most trusted news organization.”
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:*Suggestions for how to stay safe.
Ideas Every market offering includes a basic idea. Charles Revson of Revlon once observed: “In the factory we
 
make cosmetics; in the drugstore we sell hope.” Products and services are platforms for delivering some idea or
 
benefit. Social marketers promote such ideas as “Friends Don’t Let Friends Drive Drunk” and “A Mind Is a Terrible
 
Thing to Waste.
 
  
 
==Features==
 
==Features==
*[[Marketing mix]]. A [[model]] representing distinguishable components of any ''product'', which must include a [[deliverable]], [[product delivery]], and [[product charge]].
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*[[Marketable]]. A [[model]] representing distinguishable components of any ''product'', which must include a [[deliverable]], [[product delivery]], and [[product charge]].
 
*[[Product scope]]. All the features and functions that characterize a ''product''.
 
*[[Product scope]]. All the features and functions that characterize a ''product''.
 
*[[Service]]. Work carried out or on behalf of others.
 
*[[Service]]. Work carried out or on behalf of others.

Latest revision as of 17:17, 6 May 2023

A market exchangeable (alternatively known as a marketable product or, simply, product; the exchangeable that has already been marketed is also called a marketed entity) is the component of market offerings that reacting customers perceive as valuable to be entitled to, to consume, to donate to, to earn, to hire, to own, and/or to trust to. These market offerings may increase or decrease the value of this exchangeable.


Trivia

Definitions

According to Marketing Management by Keller and Kotler (15th edition),
Product. Anything that can be offered to a market to satisfy a want or need, including physical goods, services, experiences, events, person, places, properties, organizations, information, and ideas.
According to Managing Quality by Foster (6th edition),
Product. A tangible good that is produced for a customer.
According to Cost Accounting by Horngren, Datar, Rajan (14th edition),
Product. Any output that has a positive total sales value (or an output that enables an organization to avoid incurring costs).
According to the Marketing Communications by Fill (5th edition),
Product. Anything that is capable of satisfying customer needs.
According to the ITIL Foundation 4e by Axelos,
Product. A configuration of an organization's resources designed to offer value for a consumer.

Benefit vs product

Frequently, exchangeables are called products and, sometimes, benefits. Although those three terms have a few interrelationships, their meanings are different.
Literally, product is anything that is produced. This term, product, has a wide range of applications:
In the overwhelming majority of cases, a marketable is a product; however, few marketables such as pets are not produced in some humanly-organized process and, literally, cannot be referred as products.
Similarly, marketables tend to represent benefits, but benefits are not necessarily marketables.

Classifications

Earned vs made vs purchased

With regard to its origin, a marketable can be one of the following:
  1. Earned entity, which is not just a work product and cannot be sold itself, but is a not-for-sale source of the items that can be sold. These sources include communities, publicly-owned locations, governments, and people.
  2. Purchased item available for hire and/or sale.
  3. Work product or produced marketable, which is made as a solution or component of a solution that is the primary result of a project or operations. In other words, a produced marketable is an article or substance that is produced and refined for sale.

Final vs intermediate

With regard to its users, a marketable can be one of the following:
  1. Final marketable.
  2. Intermediate marketable.

For-sale vs not-for-sale

With regard to its nature, a marketable can be one of the following:
  1. For-sale
  2. Not-for-sale, which is anything that is not (such as publicly-owned locations or places) and/or cannot (such as communities, governments, police, military, and persons) be private properties.

Intangible vs tangible

With regard to its nature, a marketable can be one of the following:
  1. Intangible, which is something identifiable, but not tangible such as concepts, data, enterprises, events, experiences, ideas, information, labor, marketable permits, marketable securities and investment products, patent, resource time, services, software, and any other non-physical property.
  2. Tangible, which is a physical good such as animals, buildings, hardware, land, produce, durable physical goods (durables), non-durable physical goods (consumables), and any other physical property.

Components

By the sought response, marketables include one or more of six components.

Access permissions

Main wikipage: Access permission
Any authorization to use one's property without changing its ownership that its authority or owner offers on the market. Access permissions include licenses, lodging, marketable permits, and temporary accesses.

Enabling supports

Main wikipage: Enabling support
The work products that are offered on the market to change capacities of benefited entities. Enabling supports include customer supports, group statuses, information, market values, rank positions, as well as professional credentials including work-related knowledge, skills, and professional abilities.

For-hire work

Main wikipage: For-hire work
Any work that its trader offers on the market. For-hire work includes labor and any services that represent one's performances on behalf of another entity.

For-sale properties

Main wikipage: For-sale property
Any property that is offered on the market for sale. For-sale properties may be animals, financial products, foods, intellectual properties, investment products, marketable securities, patents, and physical goods.

Sought patronages

Main wikipage: Sought patronage
Anything that can be offered on the market to be patronized. Patronage seekers may include businesses, cause solutions, communities, enterprises, events, experiences, governments, groups, ideas, locations, and not-for-profits.

Trust appealers

Main wikipage: Trust appealer
Anything that can be offered on the market to be trusted. Trust appealers include concepts, organizations, persons, persuasive communications, and religions.

Common entities

According to Marketing Management by Keller and Kotler (15th edition),

Marketers market 10 main types of entities: goods, services, events, experiences, persons, places, properties, organizations, information, and ideas.

Goods

  • Food products, including those in fast-food meals,
  • Cars and car components,
  • Home appliances such as air conditioners, washers, dryers, refrigerators,
  • Televisions,
  • Machines,
  • Electronics such as mobile phones, computers, gaming consoles, etc.
  • Furniture,
  • Personal protective equipment such as face masks.

Services

  • Work of airlines,
  • Work of hotels,
  • Car rentals,
  • Work of barbers and beauticians,
  • Work of maintenance and repair people,
  • Work of accountants, bankers, lawyers, engineers, doctors, software programmers, and management consultants,
  • Order-taking, cooking, and delivery services in fast-food meals,
  • Construction work,
  • Cloud computing,
  • Financial services such as Alipay.

Events

  • Trade shows,
  • Artistic performances and concerts,
  • Company anniversaries,
  • Sporting events such as the Olympics and the World Cup,
  • Local events such as craft fairs, flea fairs, book fairs, campus open days, bookstore readings, and farmer's markets,
  • Weddings,
  • Exhibitions such as Shanghai Expo,
  • Festivals such as Spring Festival,
  • Speeches such as "I have a dream".

Experiences

  • Visits to a fairy kingdom, a pirate ship, or a haunted house at Walt Disney World’s Magic Kingdom,
  • Baseball camp with retired baseball greats,
  • Rock and roll fantasy camp,
  • Climb up of Mount Everest,
  • Virtual reality (VR),
  • Travels.

Persons

Management consultant Tom Peters has advised each person to become a "brand."
  • Artists, musicians, movie stars such as Jackie Chan, CEOs, physicians, high-profile lawyers and financiers, and other professionals,
  • Athletes such as NFL quarterback Peyton Manning,
  • Entertainers such as talk show veteran Oprah Winfrey and rock and roll legends The Rolling Stones,
  • Celebrities such as Queen Elizabeth II.

Places

  • Cities like Las Vegas, states, regions, and nations that attract tourists, residents, factories, and company headquarters,
  • Shopping malls,
  • Online shopping platforms
  • Online exchange platforms such as Xianyu

Properties

  • Real properties (real estate),
  • Financial properties (stocks and bonds),
  • Gold, jewelry and other valuables,
  • Virtual currencies such as bitcoin.

Organizations

  • Museums, performing arts organizations, corporations, nonprofits and charities such as Red Cross

Information

  • Content of books,
  • Knowledge that schools and universities distribute,
  • Production of media companies such as Thomson Reuters.
  • Newspapers

Ideas

  • States of mind such as hope,
  • Suggestions for how to stay safe.

Features

Related lectures