N500 Marketing

Answer:

Secondly, the expansion of transport through rail and road made transportation of goods easier from the producers and farmers to the markets. The newspaper and magazine advertisings gained more importance and were used to spread aware about products. This gave rise to emergence of logistic firms, which made the goods available to the consumers at economic values. This required marketing of the goods in order to create demand. Marketing was taught as parts of statistics and mathematics but, gradually evolved into a new subject. Marketing courses became a part of the college curriculum at the end of twentieth century. They felt the need to organize the topics of the subject and created three approaches to them (Jones and Shaw 2002).

The third factor which led to development in the schools of marketing management took place in the periods 1955 to 1975. The  period saw shift from age of practice of marketing in the traditional way to a more market centric way. The end of World War II resulted in the shift of resources from financing war towards production of consumer goods. The increase in supply of goods required a mass demand creation to sell the production. The concepts like marketing management, marketing systems, macro marketing and trade gained importance during this time.

The fourth period spanning from 1975 to 2000 experienced growth in the paradigm and entry of specialized people of other disciplines into marketing. The psychologists started showing new interest in the field and started enriching it with their theories and knowledge.  This period saw the emergence of the father of modern marketing-Philip Kotler (Kotler and Levy 1969). The study in the field of marketing expanded into three broad groups of marketing management, exchange and customer behaviour.

These factors were reflection of increase in the industrialization in the economy of the United States. The boom in the production of goods and trade required distribution over a huge consumer base to realise the expenses. The government too started imposing and controlling the industrial sector through its organs. All these factors demanded a more specialised approach towards marketing of the goods which led to the emergence of marketing management and advent to new scholars like Kotler and Zaltman (Kotler and Zaltman 1971).

2: Marketing has a long history dating back to Plato who lived before the modern era.  Several composition sin form articles already existed by the beginning of the nineties. Te study had already started gaining in size and area of coverage. Stanley C. Hollander wrote on institutional schools which later contributed towards more specialisation in the area of marketing management(Hollander 1980). He viewed marketing as an area of study and often the terms marketology and institutionalism. However, the study of the market was not centred around the marketing channel, methods and new public policies. Marketing has already evolved as a new area of business but this concept was not studied much. Hollander’s work instead told more about the scholars and the pioneers of the marketing concepts rather than on the markets, the actual concern of marketing.

Murphy and Enis in their work in 1986 and Zinn and Johnson in the composition in 1990 brought in the concept of commodity school. Walter Zinn and Scott D. Johnson developed a traditional approach to marketing that focussed on the features of the products, which was product of the World War II. The scholars during this period specialized in products like cotton and steel which led them to propose the theories based on the products. Though the product or commodity approach has its modern version in product designing as an important element of marketing mix, the theory is particular is often thought to have lost its importance (Zinn and Johnson 1990).

World War II led to more industrialization and increase in the production of goods accompanied by emergence of retail chains. The improvement of technologies like installation of powerful turbines and spread of electrification in factories increased production. New rail roads and motor roads helped in transportation of goods to and from even the interior locations. The labour force gained the recognition as an important element in the market production. The companies started comparing the labours on the grounds of demand and supply of goods. Policy reforms and financial reformation in the economy supported the industrialisation.These factors led to the improvement of trade between regions and creation of demand through marketing which was discussed in the work of Savitt (Pratt et al. 1982 ).

Sheth and Gross worked in the consumer behaviour theory which is an important as[pect of marketing(Sheth and Gross 1988). Cynthia Webster was the pioneer who worked on the service industry and it was one of the notable of those times. He stressed on the service quality, selling of services, obtaining and gaining consumer loyalty and innovation in the service industry. Cynthia Webster’s work Journal of Service Marketing was a work that connected the services to the field of marketing (Webster 1992). There were several other theories that laid to the development of new themes, which led to recognition of marketing as an individual area of study. Bartel wrote the book ’The History of Marketing thought’ while Wilkie and Moore in their work ‘Journal of Public Policy and Marketing (2003) studied about marketing as an area which expands geometrically  and expands its reach in domains of quantity, strategies and behaviour.

3: Marketing has gain expansion in several fields like science, psychology and various other fields and required the professionals in the field to acquire high degrees. It has journals, researches and complex mathematical calculations seeking to study the areas in a scientific way. The key aspects of marketing as a study  had expanded into product mix, product differentiation, product life cycle, promotion, place, pricing and consumer satisfaction. Marketing evolved into a study to help the companies deal with the growth of international competition in the market. Some theorists proposed that marketing is a neutral science whereas others had the opinion that it is subjective as consumer behaviour is an important component of it. The various researches strengthened the focus on managerial roles as per the needs of the marketing organizations (Arndt 1985). The great variety of theories and concepts gave rise to a debate on the appropriateness of describing marketing as a science. The debate caused a shift from the marketing theorists to the managers who actually apply the concept.

The dominance of positive approach and its effect on the production of knowledge gave rise to a great debate. There were several view where were against the scientific approach to marketing due to the lack of involvement of the marketing scholars. The marketing scholars studied the several scientific approaches and theories and opined that ultimately goal of these were not feasible. There were opinions that the science is neutral and had specific well defined approach which was not apt for a field like marketing because it was based on human needs. Human needs keep on changing and differ from person to person making them unfit for a generalist approach. The marketing experts however accepted the system of testing the theories against findings from the market, much like the cause and result phenomenon in science. Marketing, like science is a study of hypothesis and prove them on the grounds of reality. This approach is called creative relativism, which takes some features of scientific studies while giving more importance to the variable market conditions. It debated that science is as neutral as law and in short does not consider the pluralistic behaviour of human needs.

The debate gave rise to the conclusion that there can be several approached to acquiring knowledge. Marketing and consumer behaviour should follow several paradigms (Buckley 1985) Paul F. Anderson proposed a system of creative relativism is superior to the theories, which label marketing as science because it provides more accurate information from the market. The extensive surveys and research helps in evaluating the application of various theories and assumptions. The relative approach compared to the scientific approach is more flexible and confirms to the plurality of results obtained from the market (Anderson 1986).

It can be concluded from the above discussions that the scientific approach and theories led to the establishment of marketing as an area of study. The relative approach, which debated with the stringent outlook towards marketing, gave the area a more realistic approach.

References:

(2017). Retrieved 7 March 2017, from https://usa.usembassy.de

Anderson, P.F., 1986. On method in consumer research: a critical relativist perspective. Journal of Consumer Research, 13(2), pp.155-173.

Arndt, J., 1985. On making marketing science more scientific: role of orientations, paradigms, metaphors, and puzzle solving. The Journal of Marketing, pp.11-23.

Buckley, P.J., 1985. The economic analysis of the multinational enterprise: Reading versus Japan?. Hitotsubashi Journal of Economics, pp.117-124.

Hollander, S.C., 1980. Some notes on the difficulty of identifying the marketing thought contributions of the early institutionalists. Theoretical developments in marketing, pp.45-6.

Jones, D.B. and Shaw, E.H., 2002. A history of marketing thought. Handbook of marketing, pp.39-65.

Kotler, P. and Levy, S.J., 1969. Broadening the concept of marketing. The Journal of Marketing, pp.10-15.

Kotler, P. and Zaltman, G., 1971. Social marketing: an approach to planned social change. The Journal of Marketing, pp.3-12.

Pratt, M.D., Balderston, F.E., Carman, J.M. and Nicosia, F.M., 1982. Regulation of Marketing and the Public Interest.

Sheth, J.N. and Gross, B.L., 1988. Parallel development of marketing and consumer behavior: A historical perspective. Historical perspectives in marketing, pp.9-33.

Webster, C., 1992. What kind of marketing culture exists in your service firm? An audit. Journal of Services Marketing, 6(2), pp.54-67.

Wilkie, W.L. and Moore, E.S., 2003. Scholarly research in marketing: Exploring the “4 eras” of thought development. Journal of Public Policy & Marketing, 22(2), pp.116-146.

Zinn, W. and Johnson, S.D., 1990. The commodity approach in marketing research: is it really obsolete?. Journal of the Academy of Marketing Science, 18(4), pp.345-353.