This morning on CNNApple Inc spent years developing its iconic iPhone, but

Samsung took a shortcut by copying its rival's designs after realizing it could not keep up, an Apple attorney said. Samsung attorney Charles Verhoeven countered by saying consumers are not confused between the products from the two mobile companies. "Rather than competing in the marketplace, Apple is seeking a competitive edge in the courtroom," Verhoeven said. Apple thinks "it's entitled to having a monopoly on a rounded rectangle with a large screen. It's amazing really." Samsung was able to copy and incorporate the result of Apple's four-year investment in hard work and ingenuity - without taking any of the risks. Apple is seeking more than $2.5 billion in damages from Samsung. Apple accuses Samsung of copying the design and some features of its iPad and iPhone, and is asking for a sales ban in addition to monetary damages.

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TWO ISSUES7 core functions

These pieces define the practice of marketing

Economic utilities

The extras that help satisfy the customers

7 core, first1. Channel Management (distribution)

Physically moving and storing the goods

Truck, rail, air, shipWarehouses?Tracking systems

7 core2. Marketing Information Management (information about customers: the market)

Conduct researchCustomers, trends in buying, competition…

Gathering, storing, analyzing the info

7 core3. Market Planning (where the marketing plan is made)

Goal: reaching different target markets with THIS PLAN

Requires an in-depth knowledge of the company, the markets, and strategies that will convince the potential buyers to buy

7 core4. Pricing (how much to charge)

Be competitive, but still make a profit

How much a customer is willing to pay

7 core5. Product/Service Management obtaining, developing, maintaining, and improving a product in response to market opportunities

Guided by marketing research, technology, and trends

7 core6. Promotion the efforts to inform, persuade, or remind current and potential customers about a business’s products or services◦advertising

7 core7. Selling provides customers with the goods/services they want.◦Retail◦B2B

NOW for the UTILITIES:

Economic utilities- the added value (through marketing) a product or service has.

5 utilities1. FORM utility- involves raw materials goods.

Ex: how much does a lighter/usb thing cost?

How much value does that hold if a car a couple of them?

Satellite radio example

5 utilities2. PLACE utility- having your product where the customers can buy it. ◦Store (their own/another… Starbucks/Potteryware)

◦Internet◦Catalogs

5 utilities3. TIME utility- availability◦Extended hours, Christmas sales

◦Not “running out” of stock especially at a busier time of the buying season

5 utilities4. POSSESSION utility- the EXCHANGE of money for a product◦Cash◦Check◦Money order◦Debit cards◦Credit cards◦Layaway options◦Same as cash

5 utilities5. INFORMATION utility- communication with the consumer◦Salespeople◦Displays◦Packaging and labeling◦Food labels◦Manuals◦Guides