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Lesson Overview
The Marketing Fundamentals Lesson consists of the following topics
- Marketing Image – The Public Interface
- Refiner – Supplier
- Product Uses – Light Products
- Product Uses – Heavy & Specialty Products
- Global Demand Barrel Differences
- Global Measurements
- Value of Branding
- Independent Marketers
- Marketing Business Structure
- Marketing Distribution Channels
- Marketing Price Structure
Marketing Image - The Public Interface
The petroleum industry presents its face to the public through its marketing. The Marketing Department is responsible for three components of a company’s image:
1. Quality products are a significant part of the image that an oil company brings to the public. Marketing has the responsibility to advise the research and manufacturing functions on changes needed in product specifications or new product opportunities to meet changing customer preferences.
2. Branding is the term for all the visible manifestations that distinguish a company from its competitors, such as products, package design, advertising, company emblems, trademarks and the logos. A branding strategy is another responsibility of the Marketing Department.
3. Retail sites or service stations are the most prominent public representation of the industry. Operating a successful service station network is a challenging task. Many of the service stations in a company’s network are owned and operated through franchise dealers, not directly by the oil company. A strong dealer network is one of the key success factors in oil industry marketing.
Refiner - Supplier
For this lesson, refiners will be defined to include both:
- Integrated oil companies – crude oil upstream exploration and production companies with petroleum product manufacturing and marketing operations; and
- Independent refiners – companies with petroleum product manufacturing and marketing operations, but no upstream exploration and production.
Through the early 1970s, refiners dominated the retail market with extensive chains of branded service stations.
Petroleum Product Uses
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