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  • Conceptual Foundations of Marketing and Marketing Theory. Robert E Morgan. 1996

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    GUNINDER PAL SINGH
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    The document discusses the conceptual foundations of marketing and marketing theory. It covers the development of marketing as a discipline from the late 19th century, emerging from economic views of demand and supply. In the 1950s, marketing began to be recognized as its own function beyond just promotion and advertising. The document also examines different philosophies in marketing management, such as cost, product, and production-oriented approaches. It provides context on the understanding framework and definitions of key marketing concepts like the marketing mix. Criticism of marketing for being more theory-focused than practice-driven is also mentioned.

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    paper ppt: The Concept of the Marketing Mix

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    Tam Session 1_gps

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    The document discusses the conceptual foundations of marketing and marketing theory. It covers the development of marketing as a discipline from the late 19th century, emerging from economic views of demand and supply. In the 1950s, marketing began to be recognized as its own function beyond just promotion and advertising. The document also examines different philosophies in marketing management, such as cost, product, and production-oriented approaches. It provides context on the understanding framework and definitions of key marketing concepts like the marketing mix. Criticism of marketing for being more theory-focused than practice-driven is also mentioned.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    10 views13 pages

    Conceptual Foundations of Marketing and Marketing Theory. Robert E Morgan. 1996

    Uploaded by

    GUNINDER PAL SINGH
    The document discusses the conceptual foundations of marketing and marketing theory. It covers the development of marketing as a discipline from the late 19th century, emerging from economic views of demand and supply. In the 1950s, marketing began to be recognized as its own function beyond just promotion and advertising. The document also examines different philosophies in marketing management, such as cost, product, and production-oriented approaches. It provides context on the understanding framework and definitions of key marketing concepts like the marketing mix. Criticism of marketing for being more theory-focused than practice-driven is also mentioned.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    of 13

    Conceptual foundations

    of marketing and
    marketing
    theory.
    Robert E Morgan. 1996
    • Century old discipline
    • Need for marketing emerged from scarcity post the
    world war
    • Economics view of demand and supply
    • Complexities in the market, Incentives to sell
    • Bargaining power of distributors
    Development • Choices and consumer preferences
    • In 1950s, marketing function recognized
    of marketing
    • Interpretation of marketing - advertisement or
    promotions
    • What it leaves – S&D, Product Development, STP,
    Pricing
    Cost

    Product

    Production
    Managerial Erratic
    philosophies
    Marketing
    • Concept
    • Philosophy
    • function

    Societal
    Concept – what it is, definitional
    boundaries,
    • Too generic to too narrow
    • Broadly covers 4 Ps

    Philosophy - alignment of marketing to


    Understanding a managerial philosophy
    Framework • Cost, product, production, erratic, marketing,
    societal

    Function – implementation reality

    • “degree of implementation” - organization


    structure, operations, team size, budget,
    Definitions
    Most crucial function

    Criticism for Theory versus practice


    marketing Societal impact

    Reduction in product innovation


    Identity crisis

    1950-60 saw marketing becoming theory as it lacked


    backing logical consistencies of hard sciences
    Formation of
    marketing Guiding principles for theorizing:

    theory • Doxa to Episteme (believed to be true to known to be true)


    • Journey to empiricism:
    • Units whose interactions
    • Laws and boundaries of interaction
    • Propositions
    • Hypotheses
    • Predictability
    The Concept of the
    Marketing Mix
    NEIL H . BORDEN, 1984
    Marketing mix
    • The phrase, “marketing mix”, was popularized in 1948
    • Marketing manager as mixer of marketing activities
    • Mix composition patterns are tough to discern
    • More than advertising

    • Marketing efforts = mix elements + market forces


    Impact of org size and resources on mix

    Resources Organization size

    • Money, • Regional vs national reach


    • Product line, • Specialized offering vs full
    • Organization processes and line offering
    staff, and • Niche product, unattractive
    • Reputation for big players
    • Store size (home made
    cakes)
    Long vs short term aspects of marketing mix

    Continuous tactical manoeuvres Long range planning


    • A new product, • Focus on 5/10 year goals
    • Aggressive promotion, or price change by • Examples: Sears, Walmart
    a competitor
    • The failure of the trade to provide
    adequate market coverage or display
    must be remedied; a faltering sales force
    must be reorganized and stimulated;
    • A decline in sales share;
    • An advertising approach that has lost
    effectiveness
    • A general business decline

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