The paper "Logic of Marketing from Contextual and Relativist Perceptions " is an outstanding example of a marketing assignment. Gone are the days when customers always use to be at the receiving end and had to accept whatever was offered from the manufacturers. Down the timeline, the scenario has drastically changed. Especially with the advent of the service-led economic state of affairs has put the customer at the centre of focus. Now whether it is a product or service, it must be developed, marketed and sustained the way customers want.
Companies do no more perceive the selling process as just a transaction. Rather they consider each and every transaction as an opportunity for getting into a long term relationship with the customer. This assignment endeavors to highlights the marketing aspect beyond mere advertising and sales. It will also discuss marketing plan keeping the customer at the centre stage. Question One Long back Kotler (1972, p. 52), put forward his perspective of marketing as “ Marketing management seeks to determine the settings of the company’ s marketing decision variables that will maximize the company’ s objective(s) in light of the expected behavior of non-controllable demand variables. ” It can be inferred from the above perspective that marketing is an activity which is strictly governed by the items being marketed.
But the bone of contention is whether marketing is merely an economic transaction or is it more than that. Bartels (1970, p. 253) attempted a more holistic perspective of marketing in his legendry, “ The General Theory of Marketing” and put forward three conclusions, which are “ 1) Management behaviour, incorporating both economics and social technology, is an ultimate focus of marketing theory; (2) that the roots of marketing theory are in the cultural context of society; and (3) that the structure of theory includes components which reflect, among other things, the viewpoint of the particular theorist. ” With the advent of the relationship marketing perspective, it has become very evident that the economic exchange or sales are just a small part of the complete marketing continuum. There has been a sea change in the outlook of marketing management over time (Kotler, 2007).
It is no more just sales or mere advertising. This shift in change become more important while considering the marketing of services which by virtue of its nature is more customer-centric (Zeithaml, 2006).
Marketing starts well before the inception of the idea and continues even after the product is sold. Thus the complete process of pre and post-sale falls under the arena of marketing management only. There is huge planning being associated with it. Then comes the aspect of demand and supply management. Then come actual sales and associated promotion. Afterwards comes post-sale service. Now day marketing managers even consider product disposal as part of the marketing cycle. It will not be wrong to say that all the marketing efforts should be customer-centric.
Day (2004) explicitly says that “ Dominant logic depends on what we mean by marketing but to be successful, marketers have to be customer cantered and market-driven. ” Thus a holistic view of marketing is captured in establishing a relationship with the customer right before the inception of idea till disposal of the same after use. Marketing begins with market research which is a revealing process in which marketers get to know about the needs and wants of consumers. Services provided to customers after the purchase also are an important part of marketing.
All of these enterprises -- production, advertising, transportation, processing, packaging, and selling -- are included in the marketing process.
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