...1.1 The Philosophy of Marketing Theory: Historical and Future Directions – Mark Tadajewski 1 1.2 “Paradigms Lost”: On Theory and Method in Research in Marketing – Rohit Deshpande 4 1.3 Empirical Business Ethics Research and Paradigm Analysis – V. Brand 6 2 Summary on key learning notes 9 Bibliography 12 The Philosophy of Science The discussion of marketing as a science and the different paradigms related to it were unfamiliar to me before I read these articles included in the assignment. I had earlier gotten familiar with the discussion of economic sociology and the discussion and the debate between economics as a science (especially the neo-classic economic approach) and the subject it researches, i.e. the economic markets where these economic practices take place. It is thus also logical to become familiar with the evolution of marketing practices, as this to many degrees resembles and also equates to the evolution of economic sciences and other sciences alike. The articles are assessed in the order that I read them, since it is hopefully also possible for the reader to follow a logical construct in the development and adoption of the insight that the articles provide on marketing research. Even though this does not pose a logical progression of the articles time-wise, I still feel that it is natural to address these articles in this mentioned fashion. The first one of the articles discussed is “The Philosophy of Marketing Theory” by M. Tadajewski, the...
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...Marketing Management is the leading marketing text because its content and organization consistently reflect changes in marketing theory and practice. The very first edition of Marketing Management, published in 1967, introduced the concept that companies must be customer-and-market driven. But there was little mention of what have now become funda- mental topics such as segmentation, targeting, and positioning. Concepts such as brand equity, customer value analysis, database marketing, e-commerce, value networks, hybrid channels, supply chain management. Marketing Management is the leading marketing text because its content and organization consistently reflect changes in marketing theory and practice. The very first edition of Marketing Management, published in 1967, introduced the concept that companies must be customer-and-market driven. But there was little mention of what have now become funda- mental topics such as segmentation, targeting, and positioning. Concepts such as brand equity, customer value analysis, database marketing, e-commerce, value networks, hybrid channels, supply chain management. Marketing Management is the leading marketing text because its content and organization consistently reflect changes in marketing theory and practice. The very first edition of Marketing Management, published in 1967, introduced the concept that companies must be customer-and-market driven. But there was little mention of what have now become funda- mental topics such...
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...Weekly Assignment (Research in Marketing) Is marketing academia losing its way? Agree: * Marketing field lack of cohesion (research more than practice). Comment: * In academic industries, there is rare of marketing professor with real marketing experiences. * As my experience, for the time that I studied business and marketing, I met only a few professors who have been stayed in a real business world. They taught the way doing business from their experiences which the students enjoyed and received a business knowledge rather than the traditional theories in a textbook. * Thinking about the supply in a marketing academia and demand in the job markets. The marketing courses are mostly contained of theories and researching while the job markets are looking for a person who has some marketing experiences to work with them. * Thus, the curriculum should offer some marketing field classes such as workshop or internship. Moreover, the courses should have real world business cases for student to solve as an assignment or an activity in class in order to help them be a creative marketer and be familiar with a practical marketing. Disagree: * A fundamental tool for marketing is researching, isn’t it? * Marketing people cannot deny the important of doing a research. * In order to make a successful in marketing of any products or services, a marketer need to identify a target market and to know what are the customer’s need. Furthermore...
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...mIntroducing the History of Marketing Theory and Practice 1.1 Introduction The global popularity of marketing as a subject for study might suggest that those studying and teaching the subject know what it is that they are studying and how this study should be undertaken. But as we shall see in this chapter and others in this book, this has often not been the case. Marketing as a subject has proved almost impossible to pin down, and there is little consensus about what it means to study marketing. Most organisations now employ marketers. Marketing roles were traditionally found in commercial firms, but increasingly all kinds of organisations feel the need to employ marketers or to commission services from marketing consultants. The popularity and pervasiveness of marketing is, however, a relatively recent phenomenon. Academics have only studied marketing as a discipline in its own right for just over a century, and during its short history the study of marketing has been influenced by many different academic movements, fads and priorities. This variability can be viewed as a positive state of affairs, because it means that the subject is always open to new ideas and new trends. On the other hand, it has the potential to undermine the value of marketing knowledge because there is no general consensus on what the study of marketing should be for, how these studies should be conducted, or what the outcomes should be. Before we can begin to study marketing, we need to understand something...
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...Combining Online Marketing with Traditional Marketing Marketing—the action or business of promoting and selling products or services, including market research and advertising—is a powerful tool for attracting customers and promoting a business. (Chapman/Businessballs) There are many types of marketing strategies and mediums through which different companies implement the practice of marketing. This paper will shed a light on traditional and online marketing, highlighting the very concepts along with the pros and cons of each type of marketing. The history of marketing is divided into two phases; the development of marketing theory, and the development of marketing practice. The history of marketing theory deals with the evolution of different...
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...Marketing Theory http://mtq.sagepub.com/ Marketing the hegemony of development: of pulp fictions and green deserts Steffen Böhm and Vinícius Brei Marketing Theory 2008 8: 339 DOI: 10.1177/1470593108096540 The online version of this article can be found at: http://mtq.sagepub.com/content/8/4/339 Published by: http://www.sagepublications.com Additional services and information for Marketing Theory can be found at: Email Alerts: http://mtq.sagepub.com/cgi/alerts Subscriptions: http://mtq.sagepub.com/subscriptions Reprints: http://www.sagepub.com/journalsReprints.nav Permissions: http://www.sagepub.com/journalsPermissions.nav Citations: http://mtq.sagepub.com/content/8/4/339.refs.html Downloaded from mtq.sagepub.com at Glasgow University Library on July 5, 2011 Volume 8(4): 339–366 Copyright © 2008 SAGE www.sagepublications.com DOI: 10.1177/1470593108096540 articles Marketing the hegemony of development: of pulp fictions and green deserts1 Steffen Böhm University of Essex, UK Vinícius Brei Pontifícia Universidade Católica do Rio Grande do Sul (PUCRS), Brazil Abstract. In this paper we analyze the role of marketing in the construction of what can be called the hegemony of development. Through an investigation of the marketing practices of the pulp and paper industry in South America and the resistances that are articulated by a range of civil society actors against the expansion of this industry, we problematize marketing as a political and contested...
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...Bartels, Robert (1976) “The History of Marketing Thought,” 2 ed., pp.1-33, 123-243, Chapters 1,2,3,4,9,10,11,12,13,14. Chapter 1: The Meaning of Marketing The establishment of a market economy wrought marked changes in the social and economic structure. A new attitude toward business revolutionized the economy of the country and that revolutionary element was identified by the term ‘marketing.’ Historical accounts of trade lead one to conclude that marketing has always existed. Was the original use of the term marketing merely an application of a new name to an old practice? One theory is that language is an invention of man, an adornment. The other explanation of the origin of language is that it is inseparable from reason. Accordingly, man’s language has developed as his thoughts have developed. By marketing was first meant “that combination of factors which had to be taken into consideration prior to the undertaking of cer6tain selling or promotional activities.” The essence of marketing was the combination of factors. Blindness to and ignorance of that combination of factors is the reason for the absence of terms equivalent to marketing in other languages. Marketing must be regarded not merely as a business practice, but as a social institution. Marketing is essentially a means of meeting and satisfying certain needs of people. It is a highly developed and refined system of thought and practice characteristic of a period in the development of...
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...Q 1: Discuss and analyze the ethical issues reflected in the case. The case is about British American Tobacco (BAT), London-based tobacco firm, which is involved in doing unethical activities and hence breaking their marketing code in Africa. BBC had investigated and found BAT is trying to attract more young African buyers of its product by adjusting marketing strategy to meet young people's needs. They are actually promoting and selling cigarettes in form of “single sticks”, which is attractive to young people of poor African countries like Nigeria, Malawi and Mauritius, who cannot afford to buy a whole packet of cigarettes. Now, there is nothing wrong with marketing one's product to target an audience of possible consumers. However, in this case, BAT allegedly targeted African children as young as 11 by aggressively marketing single sticks' to them. The company also hosted events that targeted young people despite their publicly stated commitments. Now, we know that most ethical issues concerning business consumer relations refer to the ‘marketing mix’, ethical issues in product policy, marketing communications, pricing and marketing strategy. Ethical Issues in marketing management – Product Policy At the most basic level, manufacturers should exercise due care in establishing that all reasonable steps are taken to ensure that their products are free from defects and safe to use as well as effective and fit for the purpose. Cigarette may be effective as they claim...
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...and Marketing Ethics CITE “Social Contracts and Marketing Ethics,” Journal of Marketing, 63(July): 14-32 1999. AUTHORS Thomas W. Dunfee 1 N. Craig Smith2 William T. Ross Jr. 3 1- The Wharton School, University of Pennsylvania, 3620 Locust Walk, Philadelphia, Pennsylvania, 19036-6369. Phone: 215.898.7691 Fax: 215.573.2006 Email: dunfeet@wharton.upenn.edu. 2- The McDonough School of Business, Georgetown University, Washington, DC, 20057 Phone: 202.687.5405 Fax: 202.687.4031 Email, smithn@gunet.georgetown.edu. 3- School of Business and Management, Temple University, Speakman Hall (006-00), Philadelphia, Pennsylvania, 19122 Phone: 215.204.8111 Fax: 215.204.6237 Email: rossw@sbm.temple.edu. Acknowledgements: The authors thank Thomas Donaldson, Diana Robertson and participants in the Kennedy Institute of Ethics Seminar at Georgetown University, and three anonymous reviewers for helpful comments on earlier versions of this article. Funding by the Carol and Lawrence Zicklin Center for Business Ethics Research and the Georgetown University School of Business summer research fund is gratefully acknowledged. Abstract This paper describes the need and the search to date for a normative moral foundation for marketing. Social contract theory appears promising because of its clear correspondence to the exchange relationships central to marketing thought and practice. It is introduced in a specific formulation known as Integrative Social Contracts Theory. ISCT...
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...SAGE India website gets a makeover! Global Products Enhanced Succinct Intuitive THE Improved Interactive Smart Layout User-friendly Easy Eye-catching LEADING WORld’s LEADING Independent Professional Stay tuned in to upcoming Events and Conferences Search Navigation Feature-rich Get to know our Authors and Editors Why Publish with SAGE ? World’s LEADING Publisher and home and editors Societies authors Professional Academic LEADING Publisher Natural World’s Societies THE and LEADING Publisher Natural authors Societies Independent home editors THE Professional Natural Societies Independent authors Societies and Societies editors THE LEADING home editors Natural editors Professional Independent Academic and authors Academic Independent Publisher Academic Societies and authors Academic THE World’s THE editors Academic THE Natural LEADING THE Natural LEADING home Natural authors Natural editors authors home World’s authors THE editors authors LEADING Publisher World’s LEADING authors World’s Natural Academic editors World’s home Natural and Independent authors World’s Publisher authors World’s home Natural home LEADING Academic Academic LEADING editors Natural and Publisher editors World’s authors home Academic Professional authors Independent home LEADING Academic World’s and authors home and Academic Professionalauthors World’s editors THE LEADING Publisher authors Independent home editors Natural...
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...Marketing Management Preparing the literature: * Summarize the paper and discuss its core findings * Explain and define the core concepts (study variables) * Describe the contribution of the study (take away message) * Explain the reasoning/processes underlying the core predictions / hypotheses Analyse the research strategy * How did the authors attempt to answer their research questions? * What are the advantages/disadvantages of these strategies? * Put the respective research into a broader context? * Connect the study to practice – what is the applied value? * What are the conditions under which the study’s results are valid? * How can you transfer the results to other situations/applications? For the exam: Make a summary for every paper and learn this summary * 1 page per article * Answer the points mentioned on the last slide * Try to explain the paper to a third party in easy words * Check the tables: you should be able to find and interpret the core findings You don’t need to be able to: * Remember or describe the concrete statistical analysis methods (But you have to understand the core findings!) * Remember every single detail from the research design (But you should memorize the rough research approach!) * Remember every single construct in the conceptual model of a theoretical paper (But you should memorize some of them to be able to make examples and you should...
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...History of Marketing Thought This reading assignment is from Dr. Chuck Hermans‟ PhD work. He is a professor at Missouri State University and granted permission to use it for this course on health marketing. A key observation to notice throughout this reading assignment is that in the history of business (or commercial) marketing there has been no reference to health, prevention, wellness or medicine as products or services to motivate people to buy or to sell or market to people. An important concept to note however, from the article is that marketers evolved to applying theories of behavior, the same as health educator‟s use. Among these are concepts borrowed from established disciplines, such as psychology and sociology and suggesting that marketing is a social science. Please note that the bold text are from the original text from Dr. Hermans. The article begins now. Bartels, Robert (1976) “The History of Marketing Thought,” 2nd edition, Highlights selected by Dr. Hermans are from chapters 1,2,3,4,9,10,11,12,13,and 14. Accessed on Sep 18, 2009. Available at http://www.faculty.missouristate.edu/c/ChuckHermans/Bartels.htm Chapter 1: The Meaning of Marketing The establishment of a market economy wrought marked changes in the social and economic structure. A new attitude toward business revolutionized the economy of the country and that revolutionary element was identified by the term „marketing.‟ Historical accounts of trade lead one to conclude that marketing has always...
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...Objectives of the assignment Students should intend to think about the marketing theory they have been learning and to start using that marketing perspective to better understand specific industries/organizations that are operating in a particular marketplace. Students should acquire understanding of the role of marketing and also see that there is a wide range of information available from a variety of sources that can be used by organizations and practitioners for analysis. Components of the assignment 1 a – prepare a PowerPoint presentation including a MACRO environment analysis of a chosen international company (see appendix 1). Use relevant literature and approaches for preparing the macro analysis such as DESTEP, PEST, PESTL, etc. (5 points) 1 b – set up a SWOT analysis for the same company and present it using visual aids. Remember that in a SWOT analysis you identify strengths, weaknesses, market opportunities for your company, and threats to your business. (5 points) 1 c – prepare a PowerPoint presentation on the competitive landscape of the same company. Use the popular Porter Five Forces framework. In the Five Forces Model, Porter explains that in any industry there are five forces that influence what happens within the industry: 1. Existing companies, 2. potential new companies, 3. substitutes for products offered, 4. the suppliers, and 5. the customers. These five forces combine to make up the business environment. By studying the structure...
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...Is it ethical to use women as a marketing instrument? Mass media plays a great part in our lives. Television, newspapers, magazines surround us everywhere every day of our lives. All of them are stuck with different kinds of ads. But how often do we pay attention to the real sense of those ads and the ways the advertisers try to sell various products to us? There have been growing concerns about and critics toward the usage of women as a sexual object in marketing practices. However, firms are still using women as an instrument to attract consumers. This paper examines some business ethics theories to determine whether firms’ use of women as a marketing instrument is ethical or not. The deductions from the business ethics theories suggest that it is unethical to abuse women in marketing practices. In today’s business world, women are used as an object to attract consumers’ attention to the products that firms sell. They are exploited as a marketing instrument in a wide range of firms’ activities. Women appear as a sexual object in any kind of advertisement or as an attractive material standing nearby a product. Sometimes firms use sexual saleswomen to facilitate the sale or to attract consumers’ attention to the firm or product. Particularly, it is very common to use sexually attractive women in advertisements regardless of the product is related to sexuality. The use of sexual women images...
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...Abstract: Most research on marketing practices, and improved sales turnover was related to big firms. In this study, based on the theoretical framework, a model was developed to investigate the effect of marketing practices on sales turnover in small firms. The findings show that the three components of marketing practices are related positively to business performance in terms of sales turnover of small firms. The further analysis also confirmed that customer orientation and competitor orientation are strong predictors of small firm performance. The findings of this study confirm that effective marketing practices also apply to small firms. Key words: Marketing practices, Sales turnover, SBE’s. Introduction Small Business Enterprises are a major contributor to Ghanaian economy. For a very long time, SBEs sector accounted for a large portion of the total number of business in the Ghanaian economy. Small businesses are considered as a sub sector of SMEs in Ghana, along with micro size enterprises operates in various industrial sectors and contributes not only in greater production but also in employment and provides self employment opportunities. In this study small businesses from SME sector is on focus which operate with 3 to 50 full/part time employee .Since small business play an important role in the Ghanaian economy, it is therefore crucial to develop an understanding of why organizations are successful and why they fail in Ghanaian business context...
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