Marketing Is Marketing :: essays research papers

IntroductionMarketing is marketing, irrespective of the product or marketplace. This is a theme common to many introductory marketing texts and degree courses. The two most common exceptions cited to this proposition are buying behavior models between consumers and disdain buyers and the extended ingredients of the services marketing mix. While the oerall sentiments of marketing hold true across product and market boundaries, perhaps the differences are in item more marked? Intends to spark some discussion pertaining to the finale to which marketers can safely generalize when discussing the nature and characteristics of marketing. Are we correct in offering students and in-company homework program generalizations that cut across the marketing domain? Are we doing justice to the core nuances if we simply draw out the variations between consumer goods, services, industrial and fear-to-business marketing? Is in that location a different perspective that should, in the new millenni um, be the focus of textbooks and marketing courses? Content Indicators readability, Practice implications, originality, Research Implications* Marketing is marketing, irrespective of the product or marketplace.This is a theme common to many introductory marketing texts and courses. The two most common exceptions cited to this proposition are buying behavior models between consumers and business buyers and the extended ingredients of the services marketing mix (cf. Dibb et al., 1997 Kotler, 1998). While the overall sentiments of marketing hold true across product and market boundaries, perhaps the differences are in fact more marked?The marketers of services were the first to speak out, arguing that the nature of marketing is different owing to the basic characteristics of services intangibility direct organization-client relationship consumer participation in the production process and Complexity.The upshot for services marketers has been the extension of the marketing mix from the classical product, price, place (channel) and promotion 4Ps to allow at least people, physical evidence (ambience) and process. These marketers also point to the characteristics of services, notably intangibility of the service product, restricting opportunities for creating a differential advantage over competitors, with the inevitable dependence for differentiation and competitive edge on branding initiatives and personnel.While services marketers hand outlined significant differences for their marketing, on the whole, texts and marketers have argued there are relatively only minor differences between the marketing of consumer goods and industrial or business-to-business goods. This paper is intended to spark some discussion pertaining to the extent to which marketers can safely generalize when discussing the nature and characteristics of industrial, business-to-business marketing.