PREFACE TO A Generic Concept of Marketing” Koic's presentation ofthe generic concep of t= [etn stands aa landmaktreats on the onen- Inge marketing thought The basic proposal that ‘i ganlations do rateting and that marketing Concepts aply to ransacions between the organ “ter anda fs pubis, I developing this pro pos, Koller descibs eee levels of marketing Eonciousness, presents ur axions of marketing, fn argues that new typeloges are needed Lo de- ‘eribe marketing stv notational stings.PHILIP KOTLER ‘ne of he signs ofthe eal oa pine is is lignes a examine oss, ects, and goals the sunouning sce chmnges a no Probes requ tention, Macias shown {saps nthepnt Ivar ail. $a pleco ea sy aisttuton chants Later mrting bane & Ine dip deve ain character of on ppd ‘cere with ndestandng pecan sly tens tavolved inthe mgt of goods and ‘ence The fos oC makeing hus conesponingy stoner eat Meine uo ‘onmery Jses (as roduc, mineral, a hfsetred os; sevie) toned foots {rode boise, setae agen) fine onal foes (bing sing, rooting, anor ing, song, icing) manera fou (aap, Pang erganzation, cont ata sot foes {eae ney produ unity and sal an Dac). Fach new face hd it adios and is fries, Maing emerged each tine witha re feed and expan scons “ody mathting acing nw calenge con ceming whether eee spy the no test a wel the bist Wey in 90D is Author and Professor Levy ave he ve ht marketing relevant dpi for al ogee ton afar as all ongoing cn bea Ine customer and proc Tis "wong, of th concep of ring” proposal rece ‘ruc tenon, andthe 170 Fal Conference te ‘American Mating Asotin was Sova to thie theme {Fics soon append who_wamed tat the besdenng one cold divert mrtg fm ie pps and dil cotet-One re did ody that concen to co Sure Reine vith pein oe rl of Mare linge, pt 7, 5, Chao: Aer ak seb aplctions of matches to son teat went sich tea servis: poplin co trol rcyeling of sod wastes, ane fend rasing? ‘hetefre, the ondeying ses sould be res med osx tir amte see conc o stdin cow Ines tha the atonal contin of atetng ‘ould vega tis iipne to an cesngy {row and pecatan ici sola bal spo. Ingncensingly ost insti In ft his rile ‘rl mp that te besdexng opal main east va a it went tor bu ht ai voago ar crew “Ts ail expsize it ive pas, The fist slsingises te stages of eonsoanese rep ing the sap of marin Te second preset vomateteatent ofthe generic concep of nar etng Te hed sogents ve sca ating ‘ypologis tat te tle bythe pre concep muting. Te fourth estes te asc analy ical plait onanvatio, sd coil ks a take ap the fog of akg mage. The ft dacs some ieeingqueonr rasa out the onese concept of mareang ‘THREE STAGES OF MARKETING CONSCIOUSNESS ‘Tyee diferent levels of consciousness ca be ds tinguished reading the boundaries of maketng, ‘The preset framework ules Reich's conseous nes Eatepoies without his specific meanings The Waitin coon, tt mang cen iy a business subject, wl Be called eanselus- ness ne Consciousness oe i the. most. widely Tel view in the mind of peattoner and the po Tie neat ew yeas, makeing cnsconamess ‘vo as appeaed among some. maketrs holding ‘hac marketing Is appeopeiate for all organizations fo90 FOUNDATIONS OF MARKETING THOUGHT nt of he aig to be gaining hat ae ese. This thet ‘adn cra sujet foal the pu: not only customs. The ftire character of ing wll depend om Septic conscious: Sancta, Consciousness One ‘Consciousness one is th conception that mar tings ese a busins sabe, tmaintins that marketing is eoneened wih seller. bers fan! “economi"products an services. The seles ‘offer goods and services, the buyers have purchas Ing power and oer resources, and te objective is exchange of goods fr money or oher resources. ‘Te core concept defining marketing conscious rest on thi of market raaactions A market transaction ivolver the toner of ownership OF ‘so af an economic good 0: sevice from ane Paty {oanotherin tum fora parmestof some kind, For Fat oy ne oe ee Gm ad ewicniagielbyeme 8, ist be wig Trego he ood ore panes ‘These condone ue of market ND THEORY ‘eannctio, or more lowly, economic exchange. kristin can be contd with a= rake tansttions. Monmnaket treatin also involve a tnsfr of rescores fiom one pt 12 moter, bu sehowt clear payment by the other. Giving gifts, paying tes, rocelvng eserves fre all examples of nonmarket tnsactins. Ita Housekeepers pid for domestic servies, his isa Imakettansacton; if she is one's wil, ths & onmarket transaction. Conseiusness em eters pay litle ono ateftjon to nonmarket is lack a Consciousness Two stu conn die don ‘at marketing phenome ing analysand sieameg udev all opuinatbes pec Frodicts and services for an ited contuming ‘roup, whether or aot payment is equi "Tale I ste several nonbusinss‘cpanizations and thei "products and "customer groups." All ‘ofthese products, in principle, can be priced and {oid A price ean be charged for museum ten ‘ance, sfle diving lesson, bith contol nfonns thon, and edcation, The fet ist any of these “evies ae offered “re” should ot devact fom theiechaater a prodicts. A product is someting that his valve to someon. Whether a charge 1 Find for ie anion i an neidenal ater han essai feature dining vale. Infact, ast ‘ofthese cial poo ae “priced,” although often ‘TaADLE Some Organizations and Their Products and Customer Groups Organon Pra ‘Customer Group Meseun {Carl appeciton Gener pte atonal fy Saeed Devine ei ‘Coun! Poli anddste Monet goverment —_Vatng plc amily Pain Bath cont es pbc Police dopiment Safety Genet pbc Charen Retgioosexpenence Cnr mes Universi teton Stents lem oF expt aot nth normal fashion, Polio forby tes and chi donations. Preach of these organizations faces marketing robles ith respect its pradet and asomer Froup. Tey mst stay thee and eompasition of Treie market sd consumer wants, attuds, and Tite, They must design tee edicts to appeal 0 thee tcgetsnarkets. They most develop eistib tion ad communication progsams that facliate "pues" and satisfaction. They must develop ‘entomer feedback syste scr market ‘suction and needs. "Thus cousclousness two rlaces the coe con ‘opt of marker transactions Wi he broader eon Ceptoforganiotion lent ramactions. Making {so longer restrited only totrnsactonsinvlving pater In 4 wosray exchange of economic re" Eources Marketing i wel perspective fora ‘organization producing produc fo intended oa Sinton by bes Maren comets "The emergence of x marking consciousness thre is barely visible. Comsetanness three mat oer oot se why marketing chology should ‘be oatined oly toa rganization'swansactons swith seit group. An ecgization—or mare in markt vont. A management frou hk to mark othe egazation’s spor ‘rs, suppliee, employes, goverment, the genera Public, agents, and othe: ey pulls. Marketing arketing applies 0 ies, not as ons ‘an be se n mile iastonal coments toe Feet wansaesons with mule ages. ‘Marketing consciousness the is offen ex presse in real sitations One es hears a mar etry that il problem stot utsidemarket ing but inside markeing; Tor example, peng, ‘others in his organization to ace his exe, Com fsiecsrtings prefer pti wit supirs o fear see this as a problem of marketing the Selves In ation, companies try 40 make thet vies ae pa or by, AGENERIC CONCEPT OF MARKETING 9 viewpoint to congressmen in Washington. These Gnd many otber examples suggest tht marketers ‘e the making problem as exteoing far beyond caster group "The concept of defining mmckting in tems of Jnétion vate than srctre ners conscious ‘ess tive, To define ae i tems af uncon To see ita processor set of actives. To defines Fel in terms of sete ito enti with some Phenomena sch ast of mettton, Bhs point fdoutthat many since are facing his choi. In {he fed of politia scence, fr example, there ae ‘ose who adopt a stucural view and eine pli ‘al science in terms of politcal insttatons sch as Tegisiaures, goverment agencies, jul courts, and polities partes. Thee are others who adopt Inctons vow and define policl enc a he study of poner whesever iis found. The late po- eal slots study power inthe fai ia abo ‘management relations, and in corporate rgani- sini ys marking can be defined in terms of functional tuber than sacral considerations, ing, tute meiberstip ives, an ey: fe Excnining the marketing asec of hess Sitations can yield new ish ito the ner ature of makeing The pyot maybe higher han from coatinted concentration in one type of sre tual sting, tha of busines tis geen a mistake to equate asience with Acerain phenomenan. For example, the subject of ‘mater doesnt belong exclusively to physics, ‘hemisuy, ec biology. Kalle physics, chemist, ‘and biology are logieal systems tat pose diferent ‘question abot mater, Nor does human nate be- Teng exclusively to psychology, sociology, social psychology, or anthropology. These sciences sin pl rise ileret questions abou the same pe fomena. Sinily, walional business subjects Should not be defined by institutional characters fis. This_would mean that finance deals wi, ani, prodsction with fatones, and marting ‘ath dsribation channels. Yer each of these jects has a Set of eae eas tat ae applicable ‘rence the generality ofits once " ‘Conse the cast ofa hospital a a nsttaton,92 FOUNDATIONS OF MARKETING THOUGHT AND THEORY 1k psctionminded son wll wat to kn thoutih econ teva aie, te abe tft vation peroael ein gence i ang tent of he ene oie te poet known ‘Sbealticre Ane minded pron wil wat to tnow te hepa sources nd appiations of funds ad income and expen. A mating tnd peso wllwant claw wae the ptets ome fom, wy they apg wt this parle ost a ow thy el about the opt eae tac Ths the phenomena dont ret he ‘tests tbe ated; rer he question ses (fod by the dcipled ew bromph toe Pat then the icin focus mating? “Taccoe concept of arcing ithe wantin A Iransation ts the exchange af als beeen bo Bree tings of wae pad notte {ode tren ray hy inca oer Sues sch ine, em, nln an ‘tons ser not ny bern be dy, Sorgen sd clemson ny ‘moms: Ammen sae forex, hr a pesn eis wach «lv po [pa bs rexcanging fs tine forename ‘Ranson espa when oso tse ata canta he exchanging tine nd ‘opr forexectins offer pvemment A ‘councton espace wen epee pvr nome ioe gn me Cone: Meng Sane Sn hw cn fen td Site and aed. Th tssnerc come ovine “he Axioms of Marketing. the genie cont of ct wl ow be more grusyfeweeMirig canbe Sake rm thr cy of oan actn sacha ng, loving, cong ng. As exe gon af hima action, ns eran careless ‘ent st of axioms aboutmareting would provide ‘ambiguous teria abut what marketing, and ‘whats ot Four ssions, long wit orllaies, tue proposed in the following Section, ts, ea consti of one oF ore Taman (Coralia 1.1. Te soa unitsmay be ndvidas rains organizations, commutes, fm ease nr emcees aig ara re oneeuiritnncne anti scieirenseg ii ett ional seaneiaebensees Pesertacnerece en tane iter orto re eee sie ea Erion pots sy eset rene een i ela ete ees sale e aggre SS Se ee tees Rome tee Scarce eta seb sees a pe el, Sena tee erevaaes tester et acres eeeeien es asta socases cra ns Se paca cused easwhee two soi units sirultancously seek 3 ‘espomse tom each ae. tu ating the core situation underlying birgsining tl Sistine ° Tarespone i ings piesa obec Aba ogc iyo arifat Tou oct, such 8 prodbet, service, organization person, place, or ea The marketer onmally se 1 nlence the raket to 8cspt his socal object The notion of snarkeingalso covers tempts infleace persons {© avoid the object as in a business elort tdi ounige excess demand or in «social eampoin Aesgoed wo inflience people slop sunking ‘vereing* The marketer is baselly iryng 10 ‘shape the level an composition of demand for his Dredct. The matketerundetates then inflence !ctionsfecase he values sir consequences. The market may alo vale the consequences, bt thst ‘ota necessary condition for defining the occur ‘ence of marketing activi. Th markster fs aoe ‘may conscious that be Is atiemting to nfence 9 ‘market otitis also possible to alrpet at marke ing setvity cases where the rake fmt fly congiaus of his ends and meas. ‘Axion_2 imps that "“seling” activi eather ‘han "buying" activity elo the ote mes ing’ of markeg. The merchant who assembles ond forte purpose of sling he sensing in ‘marketing, insofar as hei seeing pucse ‘pons from others. The Buyer ho cores iat is Store and pays the quote pice engaging nb Jing not marketing, in that he des not seek pro cea specific respons i the vel, wh hat realy othe goods up forsale the ber deides to bargain withthe slr over ema, he to is involved in marketing, or Ife seller ad been ‘elton fo sl, the bayer ase mnt inl a fnatuacive bayer The ems "buyer and "sll rare not prey indicative of whether oe, oF both, of he panics ace engael in marking sity, ‘Axiom 3. The market's response probability isnot red. Corolary 3.1. The probability at the markt will prodice th dsted respon ale the mar fe's response probability. /AGENERIC CONCEPT OF MARKETING — 93 Copallary 3.2. The markets response probability isgrester than ao that he ark incapable of reducing the desired respons, Corolary 3.3. The marke’ response probability ses han one; hati, he market Wo ne tall compelled to podoce te desired response. CCorallary 3.4. The marke’ response probability ‘can be seed by marketer ston, Marketing sciviy makes sent ithe content of market thet is fee and capable of yielding the ese response. Ifthe target soa uni amor ‘object as inthe cas of 10 Imerest or wo resources, iis nt a mari. I the tage socal unit mas respnd othe soci Sie, sv nthe ease of adicton or perf ra the inthe fog fu, the marketer may undertake matting activity to prevent or reduce the ersion inthe response probity. Normally, rkting sctviy ie most relevant where the Mack’ ‘sponse probably ises than one a ight ce by markets actions ‘Aviom 4, Marketing isthe attenpt to produce the desired response by creating adoring values tothe market Coralia Te mater sumes that be mae ers pane wl be vba Cort 42 Teese ivy of ating ih eaton a fen of so. ae etn savy to Bi mets pnt of Coralie 43, Te mattress and ofa nyt configura vlan, ‘sutton a enn, (Configaon ithe at of dining eel bean. tion sconeermd wiping eno excong conte ob Symtataion thers ‘emings wih tee Faition omit {icing the scesiy of he bet) orainry 44 fective marating mens the choi of made im acta procs the dese exponen nae ‘ie mrtg tant he cots of eo’ a inl costa wil pode edad oonMarketing san appzoah o producing desied responses nor party hr es may beeen an a raining oe oer Cierion involves the ate to price a r- sponse in another by foc tating hin ‘with sgeotiaficie pain. Agentinfced pain soul be esinguished fron objected pin In thatthe later xy be usedby amaketr as when he symbolizes someting such as cigarettes 3 po- tealy harmful the sme. The use of agen {afc pain s normaly oo mareting oltion oblemn. Tis is not to deny that onal reson to atanging "pack ageof threats" to getocKeepacustomer. Porexam- le, a company may threat to disconinve put ‘hesing fem another company ithe later ale to Ihave in a certain way. Bu sonal, marketing, ‘consis of noncoece ats foindia response insnoter “Binvashing fies atthe ther extreme and in ‘ves toatl to produc response in another ‘by profoundly atring his bse bis and vals. Insead of uying to persuade a person t Se the sil object a serving his existing values and in- {eres the agentes shite subject's values n the direction ofthe soci bjt. Brainwashing, Tomeunsely, ia very eeu fest to zcompish. requires a nonopaly of eonsnusicaion channels, ‘operant condoning, and uch painee. Short oF [ire ainwashing efforts ve amps by various gens co change people's tase values in omnee {don with uch iss 8 rc prejuie, bh con ‘ol, and private propa. Mktg sane use fo insights to offer to agents seeking t produce basic changes in peopl, ato its in Focus in Preference enginerng thas tude conditioning, ough the laters wot exe “The core concen of mareting i that of produc Ing desea responses ee ndviduals by the ju ous creation nd offering ales, The maker Isatemping to et value fem the market toh ‘offering value it. The mirkte’s problem i to reat tractive values. Ve fe completly stb jective and exis in he eyes he being sa et Marketers mist ndestind the market inorder {Obeeffecive mcreatng vale. Thisisthe essential meaning ofthe marketing ence Neca ty $yconiguraton hea pi tec es fr th soc beet (walt); be con a Soiree in he ne objet Gol tm an he en make es othe ake te cbt tess ej ation. He may we thse scien neve i he watt ac (tj to aod Tse for aes he ‘op caespotencst xe comet ate ‘ent of ating pron, sch te eof op, rot, is se “The layman who thnks about marking often vee it wih on or wo mar congo. ‘vic, uch inten soem, Ik ‘icy commis, making en eto ‘Tih te flan ncn, Marketing he Frtle of gtng sce pos tos marke ‘reve comer wih conguaton ands ‘olson in pen somo mag ten see th symone Ie the pope min, arg en the ask of tcttng pare messages pt yep ay fore gob Saco peopl fet ession Shon mabeting ha plied pene tage nthe mide may pone. They fret ove iboke mating wont ivedncesing es tena cnfiguaton, von, an faction Inthe fom pono nly oer oer {rego becomes sous sn hep Contin of acting ely to andr fete cage hopeful towtranapreciton at Moris hneibee cet tn fet we ‘TYPOLOGIES OF MARKETING ‘The ne evel of marketing conseousness make it sible to rexainetdtonal clasafintons of inaking sci. Marketing practioner no ily descr their ye of marketing according © the targetmarket or product. target marke clas cation of rsksing acivty consis. of on ‘Simer marketing, indstial marketing, gove- ‘nent marketing, and international marketing "A produc! classifition consists of durable sas makeing, nondurable goods muketing, nd ‘ersee markt ‘Witte bomdeningf marketing, he preceding ‘tasticton no loner expres the fall ange ofmarketing application. They petain to business ‘arketng, which i only ot type oF marketing, More comprehensive eaifetons of markting civ canbe formule secon he target ‘mare, produc, or marketer “Target Market Typology "A terge nak classfcaon of mating a vty Stings the warooe public foward which an oration can de marketing Uy: Ajab ny gro th potential ret ‘nd mia onan organisation ey oration {ss opto ave dstgushae pbs gue Ther ae hee ap pit oppo, eh oye, suppen), two au ples (gets mime) and for tne pes (ne ‘met compe, special pic, goer {biG The oganizaon x ew a ero Snverion machine which these resources of Stpporte (eg. sctlles, dieton), em oye, and spies nearer these nt pe {ett that pp deal to comers oe tho Sens The ozniation’s be input up 3 ies ae sbjet othe wate eye sanction ing pbs sch a goverment, compton, spe Sil pulics, and the general pi All ofthese tubes args for ogni martin ty brase ft ptetal pct on tev Sour converting eteey ofthe again. AGENERIC CONCHET OF MARKETING 95 ‘Therefore, atarger-maret lssearion of market ing activity consists of supporter decd marke ing, employeetrected marketing, supplier i- rected marketing, agentalrected marketing, co ‘umerdvected marketing, general publicdected ‘marketing, special public rected marketing, 0¥- femmentreced marketing, and. competitor ‘ected marketing Product Typology ‘A typology of macketing activity ean aso be contrite on the bass ofthe product matketed. Under the broadened concept of marketing, the rcs longer etree to commercial goods fd services. An organizaton can ty to markt ta Bible upto sx types of product or social objects AR prot clasifcaton of muheting conse of, ood makeing, service marketing, organization ‘afketing, person marketing, pace marketing, ad ‘es mating ‘Goods and sevice marketing, which made up the whol of tacinal marketing, reappear ia tis ‘lasieation In addition, marketers can spo in the marking of organizations (eg. gover ‘mens, corporations, or universities), persons Dotical candistes, elt), paces (wel fstate development, resort area, sales, cis), and ideas (family pansing, Medicare, ani Smoking, sae ving) “ral pe “eomiatoe Hz ‘A organization’ pubs,96 FOUNDATIONS OF MARKETING THOUGIT AND THEORY Marketer Typoloey "hgpology cam also be constucte onthe asi ofthe marketer, ha st organization that is Crying om the markeuag. Tit approximation ‘woul sail for ditingishing between basins and onbusiness organization marcting. Since the Ire sever types of oonbusines organizations with gute ferent products and marketing tsk, foul be desirbetobuildsmeketer easifetion that recognizes the ifferat yes of rganizations, “This leads tothe following lasifications business ‘organization marketing political organization mar eng, soil orpantation naketing, eligious or oration marking, cltrs organization mar feting, and knowledge organisation marketing. ‘Organizations are ciasiied according 10 thee wimary or focmal character Pola! xganizations Foul cle plea pais, government agen ‘es, ade nions an eause groups, Socal ocean ‘ations would inlade service bs, ateoal orgs ‘izations, ad eva welfare agenies. Religious ‘ganizations would inclede surhes and evan: jal ovement, Cull aganizaions. would Field muscims, symphonies, andar leapues. Knowle organizations wold incude, public Schools, unrestis, and research organization. ‘Some organizations ae st ey To easy. Lea npr hospital a bones of soil nga tion? Is an employee credit union a poiieal or foci oxganization? The purpose ofthe classic tio ie prima to guide sts of marketing Took for regaries hat igh characterize the a tivities of eran bas types of organizations. Tn ental the pnp ofthe thee cls sions of mating att ito Tacit the a ‘hrlaton of marketing koe al istranser from one marketing domain toapaie. Thus poii- ‘aan sci nganzations oer engage in markt ing eas, and fis desirable o bull up generic Kowlede about idea marketing. Siar, any trzniatons ty tcommnicate a program oBo%- ment autho, and they oukdberfit fon the ‘Sccumlation of knowledge eonceming ea mat- ting and govemsmeac-dectd marketing. WASIC TASKS OF MARKETING MANAGEMENT Virtually all persons and ogaizatins engage in rnatkeding activity at various times. They donot all ngage in marketing, however, with equal skill. ‘Gsincuon‘can be rawn tenoen metering ed ‘arketing mangement Markering is descriptive ‘Srence involving th tay of how twansactions are ‘ret, stimulated, facilitated, and valved. Mar fering management i'n normaive science invls= ing the efficent reaton and offering of vals, inst desired transactions. Marketing manage nent is essentaly 2 dscpind vie ofthe ask of Uhieving specie responses in oes through the ‘eation and offering of vals. ‘Marketing managements nt ast of answer so mich a an onery et of questions by which the naeter determines whats esto doin each sits fon, lective mnketing consists of inteligenty Salyzing, planning, organizing, and contol, ‘maskting efor. “The marketer mist be silat wobasic analy scans. he st is marke ana: He must be thle to sent the mk, ls size and location, feed and wats, perceptions and values. The sx fd tale sl is produet analysis. The mar eter nat determine what products ae ceily lable tothe target, and how the target ees ‘Sout each of hem, ae Eien maakt sag sls The st proc! development fe iigiraion The mace shoul. know ‘te or aprpeat ses, hw ocho Tetne pte! Conese bo tie a face ie pods and wo aie Teco ‘Sone, valaton He must velop an a indie eof cms for he poet The al dribaion, Le lain, Te nt old ‘Etcmine ow to gt the pot! no eation Sod make Wacol ot get mat. The {cuts promotion. sybolaton Te Tetra ecapabict sag ate rest inte proc Tiere markting bo reques thee rp onl sie Te tts rgentatonl dg. The trrt shoul undectand he advarnges un i Sianagen of onganng market tity along Timctown prs ad ae es The soon isorganslonl singe stl kb how fads ad asgn fective cosarkte The fh organo moran, He rust dt mine hw ome est retin eft by sat Fly teste makeing als cal or cc)ntl sil, The fst is marie eels ensure nen, ere the marketer kept informed ofthe ttidinal and behavioral espases he achieving, the marketplace. The secon Is makeing cost measurement, wheredy the marketer keeps Iie Tom of his cts and ffccacy in caryng out Ns marketing pln. ‘SOME QUESTIONS ABOUT GENERIC MARKETING ‘The rbusinos ofthe paticlar conception of mar- ‘ting advocated inthis ati wil be kown in time though esting the Seas a vastus statins The question is whether the opi ealed marketing, realy help individual suchas educational adn ‘stator, public ofias, mseum decors, or hte eaters to beter nar thi problems ard fenstrct thei suatepies. I hese ideas ce Ya ‘ted inthe masketplace, they wl be aecepted and pet. “However, academic dsbate does contrib sub inrsting questions have asen ‘nthe course of efforts by tis auhor to expound the generic concept of marketing, Thee of hese ques tos ae ae and iseused below, 1. aw’ generic marketing rally using inl ences the core concept rater tha exchange? Ls tempting to think hat the tees level of conséioustess of marketing move from marker Iransactions to exchange ( inftence a the sue ceeding care concepts The concep of inflacnce lindntay plays an importa roe in marketing thug. Personal selling and advertising are Senay inftence efforts Product design, pricing, ackaging, and distribution pleming make exien- Siveusofinflence considerations Htwouldbet00 ‘eneral fo say, however that matkting i 50 ‘nyo wih itepersonal. ergroup, Fh Ierorgonzaionalinuence processes Marketing i a partclar wy of loking atthe problem of achieving a valued repo froma {et marke. I esentily hols tht exchange va tes must be identified, and the nakerng program Imus Be Based on these exchange vlues. Ths the “antcigareite marketer analy whet the market fs ‘being ated vo give wp and wharinducements might De offered. The marketer recogsizes tha every ac |AGENERIC CONCEPT OF MARKETING 97 fin by a person has am eportiniy cost The mar eter temps to find ways to tncrense the person's perceived rate of exchange berseen what he would ‘ecelve and what he would give wp in freely atop ing tha blaine The maker is» specials ‘uerstanding Iman wants ad values ad kROws ‘what takes fr someane to 2. How would one distinguish berveen marke ing and htt ofrelaed activities suchas lobbying, ropaganalang,publicling, ond negotiating? “Marking another laflunceselivies and tools some common characterise as well 5 cbt some unique Tare, Enc iflsnos 8 tivity has to be examined separately in elation to ‘naketing. Loblyng, for example, tone apt of igovemmentdrected marketing. ‘he lobbyst a temps to evoke support fom & legislator though ‘ollerng valves othe lgislatr(.,infermation, ‘ores, fdendship, and favors). tbbyit thinks ‘rough he pote of matting sisi 8 ‘ofl a the busines marker thinks tou {he problem of marketing his product or sevice. Propegond:ing is the marketing of poliical ot facta (0 4 mass audience The propagandist ‘tempts to package te ideas in such s way a8 © ast valves tthe rp audience in exchange foc uppot Pablczing ithe effort creat stn io and interest a target aience, As sichit isa tool of maketing, Nepatron xa facet Tae {ual marketing process In peer the broadened ‘oncepr of masketing underscores the Kitship of rnaetng with a large numberof otber ates and suggest that marking is more end pro- ‘esr in fociety than business marketing sone ‘Sina 3. Doesn't generic marketing imply that amar: eter would be mare capable af managing policed ‘orcharitable campaigns than profersionalsin these brsineses? 1A distinction shouldbe drawn between market ng as logic at marketing asa competence. Avy ‘ove who i seking response In another would benefit fom applying marketing logic to the prob lem. Ths a company teasre secking a loan, a company recruiter secking a alented executive 4 ‘onservatonst seeking an antipolution a, woul Si benefit in conceptualizing their problem in at ‘ein enns. fn hese instances, they wouldbe do98 FOUNDATIONS OF MARKETING THOUGHT AND THEORY ing a marketer’ hat althow they would nt be Performing at professional natkees. A. pes Sonal marketers someone wo (Uerulry works ‘wth makeing problems in = specific aes and ©) Tia pecialzed knowedge cts area. The poli- ‘sl tategi, othe extent eis efetve is o- fessional marker. He has eared how to elec Uvely design, package, pice, adverse, and tistbute his pe of pict is type of marke. [A professional marketer who suddenly deciles and polities candles would need to develop competence and knowlege inthis area ust as he ‘would if he suddenly decided to handle step oF Fel Being a arkteronly ean that person has ‘ase the loi of market. To master the pr ular market requires atonal Teaming sd experince SUMMARY AND CONCLUSION ‘This ate has examined thecarent debate amar keting concerning wheter se substance belongs in the business area, o wheter iti applicable all reas in which organizations tem to relat 1 fantomers and olter publi. Specially, con {eiouness one marketing holds that markting's ove dea ismarkerransatons, a therefore mar ting applies to buyers, sels, and commercial produit and Services. Conslowiness fo marke bg holds tat marketing eae dea is organi tio cent transactions, a therefore matting ‘pls any organization that can recognize & ru cilledcostomers. Comconsnes kee mar ering holds tat markings cre tea ransae thos an therefore marketing apie to ay scl Unit Seeking to exchange vaues with her social "This broadest conception of marketing can be called generie marteing. Gere keting takes ‘unctonl rater than a sista view of market. ing. Four axioms defve gene marketing, Axion TMafheing involves two a mae socal uns ‘Asien 2: Atle one of th sci nie seeking Seciicresponse fom one oc more other nits on- eming some social eject. Aviom 3:The makers ‘esponse probability isnot fined, Arion 4 Marke Ing isthe step ti presace he desired response by featig and offering Values othe market. Mose {our axioms and ther covlivies ar intended to provide ummbiguous exter for determining what onsates marketing proces, Generic mung ities inp ht nar ing activity can becasinied according othe arg ‘market (marketing decd 1 support, em Ployees, supplies, agents, consumers, goer publi, spect publcs, goverment, and eampet {oa tbe proc (goods, services, organizations, eons, places, and ea; an the marter (bs. hes, poliieal, social, religious, cultural, ah Knowledge organizations) ‘Marketers face the Sine tasks in all ypes of smaetng Tee maor analytical tasks ae market fall and product analy Teir major pl bing tsk are produc? development, pricing, ds tribution, and promotion. Tele majo ongiiza- sional asks ae design, saftng, and. motivation, "Their major contl sks are market Febulr mea surement a marketing cost meairemet “Genaric marketing logic availble toa vgs nizations facing prblens of market response. A Aistintion shoul be deave between applying « ‘marketing pin of view fo specific problem snd boing a marketing peofessionl. Marketing lope ‘lone dos ot mae smarking professional. The Professional also aes competence, which Slang with the Tope, allows him Yo Iseet his ‘reblme andl const his marketing Sates in fn effective way. NOTES "Phitip Kehr and Sidney J. Levy, “Broadening the Concept of Marking, Journal of Marketing, Vol 33 Jnvary, 1989), pp. 10-15. David J Lek, "Broadening the Concept of Mar keting-Too Fa,” Journal of Marketing, Vol 33 (ly, 1960), pp 53-54 Moura of Marketing, Vo. 35 (ly, 197). Chaves, Reich, The Greening of America (New ‘York: Random House, 1970) rey Bliss, Marketing Management and the Be haviral Environment Englewood Cis, N.S Prentice-Hall, Ine, 170), pp 100-108, 119-120, See Pip Ketler nd Sidney J. Levy, ""Demarkt ing. Yes, Demarketng." Harvard Business Re ‘ew, Voi. 49 (Noverber-December, 1971), Pp. ay ¥|AGENERIC CONCEPT OF MARKETING — 99) DISCUSSION QUESTIONS tela shou what makeing ead what it nt.” Do you believe tht Kotler aoe ate sulcient for establishing parameters forthe di 1. The ante deserves three eves of marketing _eipine? Develop rato Tor supporting oe consciousness. Why do yor think these levels felting the sllceney ot is sou, ‘eur? Can thee levels bs wsed to describe 3, Develop a schematic representation of Kotler's vents during the twentieth entry? diéassion of tee ypoogies of marketing, 2 Koti sates that “A sunt set of axioms Represent or imply te four snot wii oe shout marketing would provide nsmbigios schema,