MARKETING CONCEPTS

Marketing Concepts

Marketing Concepts

Introduction

IT has been over a ten years since Kotler and Levy (1969) first suggested a broadened viewpoint of marketing. This idea retains, as most in the area should be cognizant by now, that trading is an applicable control and esteem for all associations insofar as they have clients and goods (Kotler 1972). Kotler broadened this suggestion still farther to encompass a generic notion of marketing. It was contended that trading constituted a directed behavioral research comprising of a set of purposes, the centre of which was the exchange transaction. Such reasoning amplified the trading notion, as initially formulated by McKitterick (1957), from the realm of economically founded swaps between manufacturers and buyers to asset swaps between two or more communal entities.

Marketing Concepts

Although rejoinders were handed out at the time of these suggestions and the notions themselves have undergone modification Elizabeth C. Hirschman is Associate Professor of Marketing at the Graduate School of Business, New York University. She would like to accept appreciatively some constructive remarks of anonymous reviewers, the reviewer and the part reviewer on previous drafts of this article. She would furthermore like to express gratitude Russell Belk, Morris Holbrook and Sidney Levy for their aesthetic and thoughtful stimulation. And elongation throughout the intervening years (e.g., Amdt 1978b, Bagozzi 1979, Kotler 1972), the thoughtful assault for acceptance of the broadened viewpoint of trading appears to have been won. A cursory glimpse through latest matters of the Journal of Marketing and the Journal of Marketing Research, and seminar proceedings of the American Marketing Association and the Association for Consumer Research discloses a large and varied array of broadened trading research. Topics variety from public transport (Tybout and Hauser 1981) to political crusades (Rothschild and Houston 1980) to trading of the creative pursuits (Andreasen and Belk 1980). In each of these situations, connections between participants have been analyzed utilising the customary assumptions of the trading concept; (1) that manufacturers should gain information of consumers' desires and then (2) conceive goods proposed to fulfill those desires (Stanton 1981). Hence, what was one time a innovative and contentious proposition has over the past ten years become the current viewpoint of trading thought.

The study sought to use both primary and secondary research to identify the nature of the problem and to develop a de-marketing strategy, ensuring that none of the parties involved mould be inconvenienced or disadvantaged. It presents the ...