Notesale: Turn your study into money

Document Preview

Extracts from the notes are below, to see the PDF you'll receive please use the links above

---

A report of the critical analysis of the topic

PHILOSOPHY AND MARKETING

Table of Contents

Sl
...


Subject

Page Number

-

Table of Contents

1

1

Introduction

2

2

Philosophical Debate Frame

2

3

Historical Review of Philosophy and
Marketing

3

4

Existing marketing philosophies

7

5

Conclusion

13

-

References

13

1
...
Philosophy is distinguished from other
ways of addressing such problems by its critical, generally systematic approach and its reliance on
rational argument (Jezic, Howlett & Jain, 2015)
...

In this paper we are going to review some debates in the topic of the philosophy and marketing by
giving a historical view about this topic, and reviewing some of the philosophical debates that have
engaged marketing, and at end we will finish by providing an idea about some existing marketing
philosophies
...

Since we are not going to cover all the subjects related to this topic, so what we are aiming to do
in this paper is only trying to give an idea on topics related to the philosophy in marketing and
viewing some ideas we found them interesting for this topic and giving our critical opinion
...
Philosophical Debate Frame:
There is a need for understanding of the entire marketing system, its historical development, and
the forces within it that spell its dynamics, which may be useful for purposes of making appropriate
choices and decisions, recognizing its contribution to the social order, or developing the knowledge
(Marketing Staff of The Ohio State University, 1965)
...
So we will begin by stating what we mean by "paradigm
...
As Kuhn indicates in this
work and later elaborates on in Suppe (1977), a paradigm is a set of linked assumptions about the

2

world which is shared by a community of scientists investigating that world (Desphande, 1983)
...


-

The paradigm is an accepted model of pattern
...


Heinemann (1979) mentioned that Burrell and Morgan broaden Kuhn's definition to emphasize
the commonality of perspective which binds the work of a group of theorists together in such a
way that they can be usefully regarded as approaching social theory within the bounds of the same
problematic
...


-

A paradigm about developing an explanatory scheme (i
...
, models and theories) which can
place these issues and problems in a framework which will allow practitioners to try to
solve them
...


-

A paradigm provides an epistemology in which the preceding tasks can be viewed as
organizing principles for carrying out the "normal work" of the discipline
...

The paradigm as a philosophical approach had a deficiency in explaining all the philosophical
issue, but we wanted here to give an idea about it to have a guide of thinking in a philosophical
way
...
Historical Review of Philosophy and Marketing:
First Question, First Problem:

3

Certainly there is no lack of divergent viewpoints concerning the nature of marketing
...
Each of the foregoing concepts may be
appropriate for a given person, at a given time, when examining marketing problems from a given
point of view (Marketing Staff of The Ohio State University, 1965)
...
Basic to a philosophy of marketing is one's concept of
the nature of marketing itself
...

In 1948 Lyndon 0
...
” He made
no claims for marketing as a science; but he urged the accumulation of a body of knowledge, the
development of an analytical approach, and the sharpening of research as a basic tool for
management (Brown, 1948)
...
For example Bartels (1968) says: It is a simple one: marketing is
not a science
...
But from other side many
actions supported the marketing as a science, Ford and Carnegie in 1950s and 1960s, they
supported the view that says marketing is a science but the problem as per them was: the business
school curricula which they painted as being based on vocational, mainly descriptive research with
researchers seen to possess insufficient grounding in apparently more rigorous research methods
and analytical techniques such as the advanced statistical techniques of the day (Tadajewski,
2004)
...
Taylor (1965)
state: "
...
" Knowledge makes it possible to improve the
skill in doing; and doing serves as a means of testing and enhancing knowledge
...
And in the paper of Marketing Staff in Ohio State University, the authers stated: whether
marketing is more of a science or more of an art is debatable, but it is certainly an area in which
considerable scientific progress is being made, 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 (Marketing Staff of The
Ohio State University, 1965)
...
Therefore, the study of
the positive dimensions of marketing can be appropriately referred to as marketing science
...
Although I prefer to not classify the
marketing as a pure science, and I like to call it as art as well, a flexible topic allow you to move
in the way it reflects our ideas and creativity, but it is clear from the previous literature reviews
that we easily can consider the marketing as a science, and giving the scientific nature to marketing
will allow to give a specific way of philosophical thinking in marketing
...
If we try to deepen in those schools
characteristics we will reach the following facts:
Marketing does not belong to the Inductivism view: As per the Inductivism: two normal observers
viewing the same object or scene from the same place will “see” the same thing
...
That is why two
customer has the same purchasing power they choose different types from the same products on
the same shelf
...
But in marketing hypotheses come first
from problems
...
Theories can never be empirically tested in isolation
...
e
...

But we should not misunderstand the (Anything goes) principle, it is not an argument to justify
doing anything in marketing but what Feyerabend means here that anything goes in knowledge
production (Scherer & Dowling, 1995)
...
In place of assuming an external, concrete reality, interpretive researchers
seek to investigate the social world at the level of subjective experience with social reality seen as
inter-subjectively composed
...
Szmigin & Foxall (2000) indicated
that interpretive research is thus concerned with understanding, describing lived co-participant
experience typically, though not exclusively, through the use of qualitative methods
...
The main divergence between
this and the positivist paradigm is that social reality is held to be subjectively re-created, thereby
denying the possibility for objective (free of subjective influence) social research (Tadajewski,
2004)
...
The researcher will not be involved with those involved
in the research topic and will often use observations as a method of obtaining information
...

The Interpretivists approach proved that it deserve to replace the previous approaches; good
research that they analyze how humans interpret activities and that this can be achieved through
methods other than those employed by the positivist approach, i
...
by using the methods employed
by the interpretive approach
...


4
...
These three philosophies are the product, selling, and marketing philosophies
...
In fact, all of this three philosophies are being used today
...
The product concept proposes that consumers will prefer products that have
better quality, performance and features as opposed to a normal product (Pagan, 2012)
...
The product
philosophy was the dominant marketing philosophy prior to the Industrial Revolution and
continued to the 1920s
...
The company knows what will work in designing and
producing the product and what will not work
...
This confidence in their ability is not a radical
concept, but the confidence leads to the consumer being overlooked
...
This philosophy of only relying on the organization's skill and desires for
the product did not lead to poor sales
...
The success of the product philosophy era is due
mostly to the time and level of technology in which it was dominant
...
The period
before the Industrial Revolution was the time when most goods were made by hand
...
However, there was also a demand
for those goods, and the slow production could not fill the demand in many cases
...

An example for companies uses this philosophy today is Apple, Apple have strived hard on their
products and deliver us feature rich, innovative and diverse application products and people just
love these brands
...

The selling concept philosophy:
This philosophy good to use when people they don’t seek the product out on their own, so the
company in this situation need to drive sales by heavy marketing and promotions
...
The selling era has the shortest period of dominance of the
three philosophies
...
The selling philosophy holds that an organization can sell any product it produces with the
use of marketing techniques, such as advertising and personal selling
...
The reason for the emergence of
the selling philosophy was the ever-rising number of goods available after the Industrial
Revolution
...
With the increased supply, competition also entered production
...
It was because
of the surpluses that organizations turned to the use of advertising and personal selling to reduce
their inventories and sell their goods
...
In addition, the selling philosophy
held that a sales or marketing department could sell whatever the company produced
...
However,
more companies began to realize that it is easier to sell a product that the customer wants, than to
sell a product the customer does not want
...
(Henley, 2006)
...
The selling
era started in the 1930s to the middle of forties (Keith, 1960)
...


The marketing concept philosophy:
The marketing concept is a term which pervades marketing literature and provides a framework in
which marketing management is taught (McNamara, 1972)
...
The marketing era started to dominate around 1950, and it continues to the present
...
It also recognizes that even a good sales department
cannot sell every product that does not meet consumers' needs
...
The marketing concept is a relative
newcomer as a philosophy of doing business
...
As time progresses, customer and business needs also evolved
...
Today, the
marketing concept and philosophy stands as a formula for doing business and many believe it is a
prescription for success
...
But what is
written in 1960 was little bit different, as per Keith (1960); the marketing philosophy era started
in the middle of forties
...
We needed a set of criteria for selecting the kind of products we
should manufacture
...
Our solution was to establish the present
marketing department
...
Dixon (1990) state the conventional view of marketing as somehow adding to the
work of manufacturing is rooted in the concept of production as the creation of material attributes
...
This approach offers several advantages for marketing
thought
...
So by lowering
costs and prices, marketing activity increases market size
...

As an example for this philosophy, a lot of detergent Company who they produce low price
products to dominate the market using this strategy
...
this concept suggest that marketing should always be moral and
should take in consideration the societal side (Andrew & Desmond, 2002), that is similar to the
marketing concept, but in this case companies take in consideration the individual, people in
general and the environment to create a product where everybody wins
...
Lazer (1996)
summarized thus societal aspects to:

10

-

Satisfaction of human needs
...
An opportunity is seen for marketing techniques to be used to sell clean
air, clean water, and adequate housing, for instance
...
Marketing is seen as an instrument that can be used to further
all the goals of society
...


-

Consideration of societal impact
...


Broadcast based traditional mass marketing philosophy:
Mass marketing is a market coverage strategy in which a firm decides to ignore market segment
differences and appeal the whole market with one offer or one strategy
...
And the broadcast based traditional
mass marketing philosophy means that the company try to broadcast its message to the market via
traditional marketing tools, for example: by using brand advertisement, public relations, retail
distribution and word of mouth marketing
...

Nike and Rolex: sending their messages out to the whole market (Using brand advertisement)
...


11

-

Second: If the company has a good budget when it starts, it can spend a lot of money on
advertising its products in a way allow here to force customers at first to know about its
products
...
It is a paradigm depending
on relationships built on commissions bases, that is why it is called also network marketing
...
This philosophy called also to the one-to-one mass
marketing
...
Explains the rationale behind
relationship marketing in terms of developing the capacity, through interactive media, to address
customers individually, entering into dialogue with them, while still offering mass-customized
goods and services
...
Develops the case for the new paradigm by
contrasting economies of scope with economies of scale (Donna L
...
Novak,
1997)
...

I think this philosophy one from the best philosophies that can be used for startup businesses,
depending on immediate action of starting of building a good relationship with customer
...

Examples of successful companies have used this philosophy:
Youtube: they gave all what they have and build everything related to their business, and they
decided to postpone thinking of having profit to later
...
And with one
successful business uses this philosophy maybe there are hundreds of failure examples
...
Conclusion:
Although of the great development of marketing, we can see that there is no certain philosophy
govern or dominate the marketing till now
...

We have tried in this paper through a series of studies related to philosophy and marketing to
identify the conceptual framework for the marketing philosophy, and to take a historical view at
the marketing philosophy and its characteristics
...


References:
Andrew, C
...
D
...
Societal marketing and morality
...

Bartels, R
...
The General Theory of Marketing
...

http://doi
...
2307/1249193
Bizzell, P
...
Thomas Kuhn, Scientism, and English Studies
...

Brown, L
...
(1948)
...
Journal of Marketing, 13(1), 27–31
...
jstor
...
(1983)
...
Journal of

13

Marketing, 47(4), 101–110
...
org/10
...
(1990)
...
Journal of the
Academy of Marketing Science, 18(4), 337–343
...
org/10
...
Hoffman Thomas P
...
(1997)
...
The Information Society, 13(1), 43–54
...
org/10
...
, & Feyerabend, P
...
(1987)
...
Verso
...
google
...
J
...
Qualitative methods: A needed perspective in evaluation research
...

Heinemann, F
...
(1979)
...
Retrieved from
http://philpapers
...
(2006)
...


Retrieved

December

2,

2015,

from

http://www
...
com/management/Mar-No/Marketing-Concept-andPhilosophy
...
B
...
(1988)
...
Journal of
Consumer Research, 15(3), 398
...
org/10
...
D
...
The Nature and Scope of Marketing
...

http://doi
...
2307/1249990
Jezic Gordan, H
...
J
...
L
...
(2015)
...
(G
...
J
...
C
...
) (Vol
...
Cham: Springer
International Publishing
...
org/10
...
J
...
The Marketing Revolution
...

http://doi
...
2307/1248704
Kuhn, T
...
(1962)
...
The University of Chicago Press
...
org/rec/KUHTSO-3

14

Lazer, W
...
Marketing’ s Changing Social Relationships
...

Marketing Staff of The Ohio State University
...
A Statement of Marketing Philosophy
...
http://doi
...
2307/1248780
McNamara, C
...
(1972)
...
Retrieved
November

30,

2015,

from

http://www
...
org/stable/1250868?seq=1#page_scan_tab_contents
Popper, K
...
The logic of scientific discovery
...
G
...
J
...
Towards a Reconciliation of the Theory-Pluralism in
Strategic Management -Incommensurability and the Constructivist Approach of the Erlangen
School
...


Retrieved

from

http://ssrn
...
, & Foxall, G
...
Interpretive consumer research: how far have we come?
Qualitative

Market

Research:

An

International

Journal,

3(4),

187–197
...
org/10
...
(2004)
...

The Marketing Review, 4(3), 307–340
...
org/10
...
(1974)
...
Journal of Marketing,
38(4), 2–7
...
J
...
Is marketing a science? Revisited
...

Retrieved

from

http://scholar
...
com/scholar?hl=en&btnG=Search&q=intitle:Is+Marketing+a+Science
?#0

15



---