Marketing Is Marketing
Introduction:
"Marketing is marketing, irrespective of the product or marketplace". This is a theme common to many introductory marketing texts and degree courses. The two most common exceptions cited to this proposition are buying behavior models between consumers and business buyers and the extended ingredients of the services marketing mix. While the overall sentiments of marketing hold true across product and market boundaries, perhaps the differences are in fact more marked? Intends to spark some discussion pertaining to the extent to which marketers can safely generalize when discussing the nature and characteristics of marketing. Are we correct in offering students and in-company training program generalizations that cut across the marketing domain? Are we doing justice to the core nuances if we simply draw out the variations between consumer goods, services, industrial and business-to-business marketing? Is there a different perspective that should, in the new millennium, be the focus of textbooks and marketing courses?
Content Indicators: readability, Practice implications, originality, Research Implications*
Marketing is marketing, irrespective of the product or marketplace.
This is a theme common to many introductory marketing texts and courses. The two most common exceptions cited to this proposition are buying behavior models between consumers and business buyers and the extended ingredients of the services marketing mix (cf. Dibb et al., 1997; Kotler, 1998). While the overall sentiments of marketing hold true across product and market boundaries, perhaps the differences are in fact more marked?
The marketers of services were the first to "speak out", arguing that the nature of marketing is different owing to the basic characteristics of services:
· intangibility;
· direct organization-client relationship;
· consumer participation in the production process; and
· Complexity.
The upshot for services marketers has been the extension of
"Marketing is marketing, irrespective of the product or marketplace". This is a theme common to many introductory marketing texts and degree courses. The two most common exceptions cited to this proposition are buying behavior models between consumers and business buyers and the extended ingredients of the services marketing mix. While the overall sentiments of marketing hold true across product and market boundaries, perhaps the differences are in fact more marked? Intends to spark some discussion pertaining to the extent to which marketers can safely generalize when discussing the nature and characteristics of marketing. Are we correct in offering students and in-company training program generalizations that cut across the marketing domain? Are we doing justice to the core nuances if we simply draw out the variations between consumer goods, services, industrial and business-to-business marketing? Is there a different perspective that should, in the new millennium, be the focus of textbooks and marketing courses?
Content Indicators: readability, Practice implications, originality, Research Implications*
Marketing is marketing, irrespective of the product or marketplace.
This is a theme common to many introductory marketing texts and courses. The two most common exceptions cited to this proposition are buying behavior models between consumers and business buyers and the extended ingredients of the services marketing mix (cf. Dibb et al., 1997; Kotler, 1998). While the overall sentiments of marketing hold true across product and market boundaries, perhaps the differences are in fact more marked?
The marketers of services were the first to "speak out", arguing that the nature of marketing is different owing to the basic characteristics of services:
· intangibility;
· direct organization-client relationship;
· consumer participation in the production process; and
· Complexity.
The upshot for services marketers has been the extension of
References: Assael, H. (1997), Behavior and Marketing Actions, Kent, Boston, MA. Chang, A Cravens, D. (1998), "Implementation strategies in the market-driven era", Academy of Marketing Science Journal, Vol. 26 No. 3, pp. 237-41. Dibb, S Dibb, S. and Simkin, L. (2000), "Market segmentation: diagnosing and treating the barriers", Industrial Marketing Management, forthcoming. Dibb, S Doyle, P. (1998), Marketing Management and Strategy, Prentice-Hall, Hemel Hempstead. Ford, D Hart, N. (1994), Effective Industrial Marketing, Kogan Page, London. Kotler, P Lovelock, C. (1996), Services Marketing, Prentice-Hall, Englewood Cliffs, NJ. McDonald, M Macrae, C. (1996), The Brand Chartering Book, Addison-Wesley, London. Piercy, N Simkin, L. (2000), "Delivering effective marketing planning", Journal of Targeting, Measurement and Analysis for Marketing, forthcoming.