Marketing Is Marketing :: essays research papers

IntroductionMarketing is selling, regardless of the harvest-festival or marketplace. This is a theme common to many basic marketing texts and degree courses. The two most common exceptions cited to this mesmerism are purchasing behavior models between consumers and business buyers and the extended ingredients of the work marketing go. While the everyplaceall sentiments of marketing hold true crosswise product and market boundaries, perhaps the differences are in fact much mark? Intends to spark close to discussion pertaining to the extent to which marketers can safely generalize when discussing the nature and characteristics of marketing. Are we correct in offering students and in-company pedagogy program generalizations that cut across the marketing domain? Are we doing nicety to the core nuances if we simply draw out the variations between consumer goods, services, industrial and business-to-business marketing? Is there a different perspective that should, in the new millennium, be the focus of textbooks and marketing courses? Content Indicators readability, Practice implications, originality, Research Implications* Marketing is marketing, regardless 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 intangibleness direct organization-client kinship consumer participation in the production process and Complexity.The upshot for services marketers has been the quotation of the marketing mix fr om the classical product, price, place (channel) and promotion 4Ps to include 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 brand initiatives and personnel.While services marketers have 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.