Marketing Fundamentals: Manufacturer, Marketer, and End User

The Process of Consumption

• There are three main classes involved in the complete process of consumption: manufacturer/producer, marketer, and end user.
• A manufacturer is someone who makes products in a factory, whereas a producer is someone who makes products but not in a factory.
• A marketer is responsible for facilitating the exchange of goods and services between producers or manufacturers and users (consumers) of the product.
• An end user is a person who ultimately uses or intends to use the product, also known as a consumer.

Roles of Manufacturers and Marketers

• Manufacturers and marketers can be the same entity, but they can also be different.
• Examples of manufacturers and marketers being the same entity include ITC (Indian Tobacco Company) manufacturing and marketing 'Fiama Di Wills soap', 'Engage deo', and other products.
• Examples of manufacturers and marketers being different entities include J.B.Manghram Food Pvt. Ltd manufacturing 'Good Day Crunches' and Britania marketing it, and Makson Pharmaceuticals manufacturing 'Polo mint candy' and Nestle India marketing it.

Marketing Activities

• Marketing involves various activities to stimulate demand and earn profit by meeting customers' needs and wants.
• Marketing activities include selling, advertising, and distribution, among others.
• Selling is a part of marketing, but marketing is a broader term.
• Advertising is a part of marketing, and its main role is to communicate.
• Distribution is also a part of marketing, but marketing is much bigger than distribution.

Definition of Marketing

• Marketing refers to the process of ascertaining consumer needs, converting them into products and services, and then moving the product or service to the final consumer segment with emphasis on profitability and customer satisfaction.
• Marketing involves various activities that take place even before the products are produced.
• Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.
• Marketing is a continuous process that starts before the production of goods and continues even after the selling of products.
• Marketing involves identifying customer needs, designing suitable products, giving names to products, and converting them to brands by communicating with customers.