The marketer plays four roles as follows

The marketer plays four roles as follows i. Instigator As an instigator, marketer keenly watches the developments taking place in the market and identifies marketing opportunities emerging in the ever changing market. He/she puts in place appropriate marketing mix to capitalize the opportunity. In such a case, marketer plays as an instigator and leads the business toward new directions. ii. Innovator Marketer seeks to distinguish his products/ services by adding additional features or functionalities to the existing product, modifying the pricing structure, introducing new delivery pattern, creating new business models, introducing change in production process and so on. ii. Services: Not only physical goods can be marketed. Even the services of many organisations can be marketed to the consumers namely banking, insurance, finance, hospitality, tourism, professional consultations etc., iii. Experiences: The unique and varied experiences pertaining to a place or a park or an event can be marketed under this concept. For eg. Amusement Park, Theme Park, Mountaineering etc., iv. Events: The event marketing aims at promoting and marketing of special events, shows, exhibitions, fairs, performances, sports events like World Cup, Olympics, T20 etc., v. Persons: The marketing of goods and services through celebrities is a successful formula for creating a brand relationship with the consumers. The endorsement for the brand of a company can be carried down by Cinema Stars, Sports Stars, Musicians and eminent personalities. vi. Places: Under place marketing, tourist business prospects, new residents and land are appealed to visit and particular geography by promoting special characteristics of places like infrastructural facilities, amusement, climatic conditions, entertainment, culture etc., vii. Properties: Properties include both real property and financial property which involve transfer of ownership on sale or purchase of the same. For eg. Constructed house, Land, Plot, Building, Shares, Debentures, Mutual funds etc., viii. Organisations: An organisation can market itself in order to build an image for it by sponsoring events, adoption of villages, donations for charitable causes, corporate social responsibility activities etc., ix. Information: Information is the most valuable product that can be marketed today. The data collected by an organisation can be used as a product for this purpose. For eg., Information collected by libraries, research agencies, educational institutions, book publishers, broadcasting companies, internet, etc. 12th Commerce Unit - - . . AM iii. Integrator Marketer plays a role of integrator in the sense that he collects feedback or vital inputs from channel members and consumers and provides products/service solutions to customers/consumers by co-ordinating multiple functions of organisation. iv. Implementer Marketer plays a role of implementer when he/she actually converts marketing opportunities into marketable product with the help of several functional teams put in place in the organisation.