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A Statement of Marketing Philosophy Author(s): Marketing Staff of the Ohio State University Reviewed work(s): Source: The Journal

of Marketing, Vol. 29, No. 1 (Jan., 1965), pp. 43-44 Published by: American Marketing Association Stable URL: . Accessed: 12/03/2012 13:08
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pp. For some purposes.A Statement of Marketing Philosophy MARKETINGSTAFF OF THE OHIO STATE UNIVERSITY to a philosophy of marketing is one's concept of the nature of marketing itself. organized. integrative function in policy making. Certainly there is no lack of divergent viewpoints concerning the nature of marketing. however. and possession utilities. We have felt it necessary to conceive of marketing in a manner sufficiently comprehensive to encompass other viewpoints which may be narrow or more specialized. we have formulated a definition of marketing as follows: Marketing is the process in a society by which the demand structure for economic goods and services is anticipated or enlarged and satisfied through the conception. Itwasformulated them by in orderto providethe faculty with a formallystated sense of purpose . promotion. as a frame of mind. ating marketingeducational . or as a technology by means of which action in the marketing process is planned. that such views are partial and can properly be understood and evaluated only with reference to the broader process of which they are a part. as a structure of institutions. a prerequisite the develto stated opmentof a formally of marketing philosophy education. .. facilitating agencies. governments. and as many other things. and dispersion. when examining marketing problems from a given point of view.. 1966). a means of unifyingindividual efforts . and consumers. a basis for evalu- a guide- and researchprograms . and a statement to clarify their views to the academic and business community. Accordingly. as a sense of business purpose. 43-44. As such. and controlled.. We hold. marketing may appropriately be defined as an area of management responsibility within the business firm. marketing is clearly a subject of much broader scope than the compilation of functions or managed activities commonly identified as marketing responsibilities in individual companies. as the process of exchanging or transferring ownership of products. Plans for the attainment of such goals are clearly related to the nature of marketing itself. 29 (January. place. Each of the foregoing concepts may be appropriate for a given person. middlemen. .. marketing possesses a dynamic quality and a sense of purpose. as a trade phenomenon.. These goals involve striving for higher levels of sophistication in marketing knowledge and facilitating socially useful and self-fulfilling careers for marketing students. We have felt it imperative to reexamine and clarify our concept of the nature and purpose of marketing in order to determine whether our views were adequate to advance our goals as marketing educators. . a tool for achieving consistency . line for maintainingcharted courses .. exchange. as a group of related business activities. It includes the continuous inter-action of original producers. It has been described by one person or another as a business activity. as a process of concentration.. as a process of demand and supply adjustment. equalization. When so viewed as a composite process.. as the creation of time. and physical distribution of such goods and services. Vol. as an economic process. . as a coordinative. 43 BASIC Thisstatement is a summary of the basic ideas or convictions aboutmarketing which are shared by the marketingfaculty of The Ohio State University. at a given time. Journal of Marketing.

political science. W. b. there is much need for: a.44Journal 44 Marketing can also be conceived as an area of knowledge involving both scientific and disciplinary study and research. both in the sense of the expansion of a body of classified and systematized knowledge and also with respect to increasing application of scientific methods to basic research and in decision making processes within firms. 1965 5. possession. productive capacity and living standards. College of Commerce and Administration. Robert B. At the same time. its scope may be broadly coextensive with our definition of marketing as a social process or. Miner. and the forces within it that spell its dynamics. for more restrictive purposes. and history. James H. on the maximization or optimization of profit or efficiency in individual enterprises. anthropology. 6. recognizing its contribution to the social order. but it is certainly an area in which considerable scientific progress is being made. have made notable contributions to marketing thought. James F. viewpoints. such a broad view gives to managerial marketing a sense of purpose. c. or developing the knowledge and perspective. demography. Louis W. Convictions About Marketing Some of our most basic ideas or convictions about marketing are summarized as follows: 1. With expected continuing increases in population. Morgenroth. marketing communications and institutions contribute to the formulation of attitudes or values. Doody. The Ohio State University. Alton F. William M. Davis. Engel. psychology. Rate A. Journal of Marketing. and information utilities. 7. Significant contributions have been made to marketing knowledge by such fields as economics. William R. The ends served by the marketing process are. 2. Davidson. and productiveness of the labor force and other factors of production. 3. the more complete satisfaction of human. and James C. contributing new concepts. thereby enabling our economy to produce more and better goods and services. An understanding of the entire marketing system. hopefully. Taking a broad view of marketing as a social process does not preclude functional specialization nor does it diminish the importance of managerial competence in marketing divisions of business firms. Marketing is an integral part of our whole productive process. Marketing is both a formative influence and an adaptive aspect of our culture. Theodore N. and methods to the study and practice of marketing. and on relationships between social and acquisitive efficiency. cultural ecology. Scholars and technicians from such disciplines. Because the scope of marketing is broader than marketing management per se. Marketing is also a formative influence in our culture in the sense that the aggregate impact of product offerings. An understanding of the environment within which the marketing process is being performed as illuminated by other social disciplines. in the sense that it adds values to goods and services through the creation of time. * ABOUT THE AUTHORS. marketing has had a significant impact upon the content and methods of cognate disciplines. and public wants. As a subject. Jimmie L. its historical development. . marketing will become increasingly significant. This article is the result of the composite efforts of the following full-time marketing faculty of the Ohio State University: Robert Bartels. The material reproduced here was originally published as a pamphlet by the Bureau of Business Research in cooperation with the Department of Business Organization. place. Yocum. Beckman. Arthur Cullman. by developing better means of enlarging and servicing markets. Duly considering all points of view. production. such as the meaning of product. Howell. A positive approach to marketing as a part of our productive process calls for changes in certain common concepts. sociology. business. On the other hand. equated to its technological or managerial aspects. Whether marketing is more of a science or more of an art is debatable. which may be useful for purposes of making appropriate choices and decisions. and at the same time provision for the highest attainable degrees of utilization of our technological and human resources. 4. January. It is adaptive in the sense that business firms in the marketing process must be responsive to the changing wants and circumstances of dynamic markets if they are to survive and grow. Stern. clearly calling for high degrees of efficiencyin functional responsibilities and for the utilization of the most advanced problem-solving methods so that the firm may deliver to customers what they most want in the best manner. Heskett. with emphasis on consumer or social welfare.