Marketing Is Marketing :: essays research papers

foundation garmentMarketing is marketing, irrespective of the product or marketplace. This is a cornerstone common to many introductory marketing texts and degree courses. The two near common exceptions cited to this suggestion are buying behavior models mingled with consumers and line of merchandise buyers and the extended ingredients of the run marketing mix. While the overall sentiments of marketing enclose adjust across product and market boundaries, perhaps the differences are in detail more marked? Intends to spark some discussion pertaining to the tip to which marketers can safely generalize when discussing the nature and characteristics of marketing. Are we correct in offering students and in-company training program generalizations that cut across the marketing human beings? Are we doing justice 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 perspect ive 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, 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, represent 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 case for services marketers has been the extension of the marketing mix from the classical product, price, place (channel) and publicity 4Ps to include at least people, physical evidence (ambience) and process. These marketers also appoint to the characteristics of services, notably intangibility of the service product, restricting opportunities for creating a differential gear advantage over competitors, with the inevitable dependence for differentiation and competitive frame in on branding initiatives and personnel.While services marketers have outlined monumental differences for their marketing, on the whole, texts and marketers have argued there are relatively scarce minor differences between the marketing of consumer goods and industrial or business-to-business goods. This paper is think 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.