User

Consider the nine schools of marketing as listed on Table $1$ in Shaw$2005.$ Consider our course coverage $($see course outline$)$ and argue for which $$school$$ describes our course. Summarize the beliefs of this $$school$.($one page max, using WORD and this template and please do not repeat text from the article$).$ Schools of marketing thought

Selected Level or focus

School marketing pioneers Question$($s$)$ addressed of analysis Key concepts and theories

Marketing Shaw $1912,$ Weld $1917,$ What activities Macro: Value added by marketing activities

functions Cherington $1920,$ Clark $($i$.$e$.$ functions$)$ Marketing

$1922,$ Converse $1922,$ comprise marketing? Middlemen

Maynard et al$.1927$

Marketing Shaw $1916,$ Cherington How are different Macro: Classification of goods:

commodities $1920,$ Copeland $1924,$ types of goods $$ Trade flows $$ Industrial and consumer

Breyer $1931($i$.$e$.,$ commodities$)$ Types of goods $$ Convenience, shopping and specialty

classified and related $$ Products and services

to different types of $$ Search and experience

marketing functions?

Marketing Weld $1916,$ Nystrom Who performs Macro: Channels of distribution:

institutions $1915,$ Clark $1922,$ marketing functions $$ Retailers $$ Market gaps and flows

Maynard et al$.1927$ on commodities? $$ Wholesalers $$ Parallel systems

Breyer $1934,$ Middlemen $$ Depots

Mallen $1967,$ Stern $1969,$ Channels of $$ Transactions and transvections

Bucklin $1970$ distribution $$ Sorts and transformations

$$ Postponement and speculation

$$ Conflict and cooperation

$$ Power and dependence

Marketing Alderson $1956,1965,$ How should managers Micro: $$ Marketing mix

management Howard $1956,$ Kelley and market goods to $$ Business firm as $$ Customer orientation

Lazer $1958,$ McCarthy customers $($clients$,$ seller$/$supplier $$ Segmentation, targeting and

$1960,$ Kotler $1967$ patrons, patients$)?$ Any individual or positioning

organization as

supplier

Marketing Alderson $1956,1965,$ What is a marketing Micro: $$ Interrelationships between

systems Boddewyn $1969,$ system? Why does it $$ Firms and parts and whole

Fisk $1967,$ Dixon $1967$ exist? How do households $$ Unity of thought

marketing systems $$ Marketing systems

work? Who performs Macro: $$ Micro and macro marketing

marketing work? $$ Channels of $$ Societal Impact

$01\_$MT $5\_38/18/051$:$29$ PM Page $244$

A history of schools of marketing thought

Eric H$.$ Shaw and D$.$G$.$ Brian Jones

$245$

Where and when is it distribution

performed? $$ Aggregate

marketing systems

Consumer Dichter $1947,$ Katona Why do customers buy? Micro: $$ Subconscious motivation

behavior $1953,$ Engel et al$.1968,$ How do people think, $$ Business buying $$ Rational & emotional motives

Kassarjian and Robertson feel, act? $$ Consumer buying $$ Needs and wants

$1968,$ Howard and Sheth How can customers$/$ Individual or $$ Learning

$1969,$ Holloway et al$.1971,$ people be persuaded? household $$ Personality

Cohen $1972$ consumption $$ Attitude formation and change

$$ Hierarchy of effects

$$ Information processing

$$ Symbolism and signs

$$ Opinion leadership

$$ Social class

$$ Culture and sub$-$cultures

Macro$-$ Alderson $1965,$ Fisk $1967,$ How do marketing Macro: $$ Standard of living

marketing Dixon $1967,$ Hunt $1976,$ systems impact society $$ Industries $$ Quality of life

Bartels and Jenkins $1977$ and society impact $$ Channels of $$ Marketing systems

marketing systems? Distribution $$ Aggregate marketing

$$ Consumer performance

Movement

$$ Public Policy

$$ Economic

Development

Exchange Alderson $1965,$ Kotler What are the forms Macro: $$ Strategic and routine transactions

$1972,$ Bagozzi $1975,1978,$ of exchange? $$ Aggregations of $$ Social, economic and market

$1979,$ Shaw and Dixon How does market buyers and sellers exchange

$1980,$ Houston and exchange differ from in channels $$ Barter and market transactions

Gassenheimer $1987,$ other exchanges? Micro: $$ Generic exchange

Wilkie and Moore $2003$ Who are the parties to $$ Firms and

exchange? households

Why do they engage $$ Any two parties

in exchange? or persons

Marketing Hotchkiss $1938,$ Bartels When did marketing Macro: $$ History of marketing practice

history $1962,1976,1988,$ practices, ideas, $$ Thought and $$ History of marketing thought

Hollander $1960,1983,$ theories, schools of practice

Shapiro and Doody $1968,$ thought emerge Micro:

Savitt $1980$ and evolve? $$ Thought and practice