KOTLER

Broadening The Concept of Mktg 69 Broadened the concept to include notprofit organizations nine concepts for NPOs to apply & benefit( STR,IMC,CB,prd def) A Generic Concept of Mktg 72 The core concept of mktg is transaction which is exchange of any values between any two parties Generic concept of mktg is how transactions are created,stimulated & facilitated Further brodened into any values (ideas, time, feelings "Social Marketing" 71 Deals with influencing the acceptability of social ideas Mega Marketing 86 Entering blocked or protected markets, use of pwr&strategy Dealing with power & PR, lobbying, issue advertising Legal action, strategic partnering, political skills 5 powers to use; reward, coercion, expertise, legitimacy and prestige Global Standardization 86 Sustainable Marketing Long term benefit for the firm & society Societal Marketing & Consumerism Both immediate satisfaction and long term welfare of consumers Immediate Satisfaction Low High Cons Welfare High Salutary Products Desirable Products Law Deficient Products Pleasing Products From Market Driven to Market Driving 2000 02 Country as Brand, Prod&Beyond:A Place Mktg Pers 2004. Marketing Good Behvior 2010 definition of Mkt in Principles of Mktg Mktg is a social&managerial process by which individuals and organizations obtain what they need & want thru creating & exchanging value with others

HUNT
The Nature & Scope of Mktg 76 Introduces 3 dichotomies as the scope of mktg buildin on this a)Try to classify approaches to mktg within 3 dicho. (Like schools b) Categorize nature of mktg in 3 dicho. to include all aspects c) contribute to mktg is a science debate on 3 dicho (ie.art view considers micro/normative aspect only) The Three Dichotomies of Mktg 77 Profit/Nonprofit, Normative/Positive, Micro/Macro In response to generic concept marketing, he offered 3 more concepts to include for completeness 1Mktg Systems 2 Impact of Mktg Sys on Society 3 The reverse Alderson's General Theory of Mktg 81 6 elements:Mktg is Exch betw suppl & cons Household, Firm, Channelof Distribution Mktg aim is to match heterogen Suppl&Demnd Mktg process takes take resources & turn into cons goods General Theories & The Fundemental Explananda of Mktg 83 Proposed: 4 areas for theory development Buyer Behv, Seller Behv, Institutional Framework, Consequences of all 3 on Society A General Theory of Mktg Ethics 86 A General Theory of Competition 2000 Resource Advantage Theory is offered as the basis Commitment-Trust Theory of Relationship Mktg Controversy in Mktg Thry: For Reason, Realism, Truth& Objectivity 2003 Mktg Thry: Foundtns, Controversy, Strategy, Resource-Advg Thry 2010

SHETH
Howard-Sheth Model of Consumer Behavior 69 Explained rational brand choice behavior under limited indiv capacity Specific Buyer Behavior Models Family Decision Making Model Industrial Buyer Behavior Model Cross-Cultural Buyer Behavior The Theory of Merchandise Buyer Behavior The Theory of Consumption Values Paradigm Shift in Mktg Theory & Approach Relationship Mktg 94 Shift from customer acquisition to customer retention RM leads to Value Creation that provide Sust Comp Adv Introduced time dimension & repeated transactions Global Mktg 92-2001 Contingency view for standardization Focus on buyer needs on a world wide basis 5th P as the Policy of the Nations The Integrated Global Marketing 2001 Implicat of Revised Def of Mktg: FromExchange to ValueCreation 2007 Shift from exchange of values to value creation 2007 Globalization of Markets and the Rule of Three 2009

DRUCKER
1. The marketing concept: creating value for customers devotion to the primacy of the customer role of marketing staff Should it be another internal consulting group? 2. Broadened role of marketing in society A.Corporate social responsibility: between the firm and society B.Consumerism: wouldn't be be necessary had the marketing concept been implemented consumerism movement which would not have been C. Social sector: marketing of non-profit enterprises are necessary D. Lessons from non-profit organizations: publicprivate partnerships and internal mktg there was more from the nonprofit to be applied to business than the other way around the way they attract and retain their employees and volunteers warrant our attention. First, internal marketing has to address the reputation of the business to attract employees Second, internal marketing has to address the reputation of marketing within the business: knowledge workers demand respect for their area of knowledge Third, the business must treat its employees as volunteers because stock options and bonuses fail to motivate 3. Contributions to marketing strategy a. workers were a primary resource of the corporation b. growth for the sake of growth ( healthy growth, fat, and cancer) profitability is notnecessarily linked to market share c. business enterprise is an entrepreneurial institution marketing/entrepreneurship interface , corporate entrepreneurship 4. Marketing-innovation interface: new product development systematic innovation:difference in product, market, and process innovations Share of new customers "blue ocean concept" by Kim and Mauborgne 5. Future of globalization: rise of non-national enterprises Borderlessness is a main characteristic of the next society The world is a global shopping center with an autonomous economy There is a choice other than complete free trade or protectionism economic regions attempt to balance the economic sovereignty of the national state and supranational economic decisionmaking. Uslay & Sheth: contributions of Drucker to mktg (conclud mainly broadening contrib)

BAGOZZI

Mkktg as an organized behavioral system of exch 74 Porter's Five Forces Analysis 1980 Marketing as Exchange 1975 (1) the threat of new entrants and the appearance of new competitors; Social Exc Persp Integrated Alderson's Law of Exchange with (2) the degree of rivalry among existing competitors in the market Kotler's def of Mkt and created Exchange Relships Persp (3) the bargaining power of buyers 4) Suppliers Mktg is an exchange system with a process of cause-effect (5) the threat of substitute products or services which could shrink the market relations that depends on actions of actors and ext factors Competitive advantage 1985 The De-Americanization of Marketing Thought 80 From analysing competition to creating sustainable competitive adv "A Prospectus for Theory Construction in Marketing," 84 Generic strategies of cost leadership, product differentiation, and focus The received view and Holistic Construal (rooted from realist thr of sci The value chain Takes logical empricist model & adds more operational approach on it firm is more than sum of its parts and activities; all activities are connected by Aimed to operationalize the theory construction linkages, and product follows a critical path to consumer. So, examine all How to develop, test and evaluate theories value-adding activities and decide which ones to optimise (Re-engineering fad!) Expectancy-Value Attitud Models:An Analys of Critical Theoretic Issu 85 Strategic groups (also called strategic sets) He worked on several attitude concepts and extended TRA of Fishbein Porter's clusters of competence for regional economic development "Trying to Consume 90 The Competitive Advg of Nations - 1990 determinants of national competition: Explains attempting to consume but fail due to constraints 1 Factor conditions: availability of factor inputs such as skilled labour or infrastructure. Goal-setting and Goal-striving in Consumer Behavior, 99 2 Demand conditions: nature of market demand for industrys products or services. Explains Goal Setting Behavior as the motive for consumer behavior 3 The presence of related and supporting industries such as suppliers and distributors. TryingtoProsume:Toward Thry of Consmr as Co-Creators of Value 2008 4 Nature of corporate structures and competition& organisational and managerial cultures Explains the co-creation phenomena These serve as background for competitive forces in each industry, leading to Neuroscience in Marketing Research, 2010 clustering either in industries or geographically or both Focuses on rising popularity of Neuroscience techniques Previous approaches to strategy : black and white; Porter : no best BARTELS The mkt positioning strategies of variety,need,access base mkt positns Principles of Mktg 44 Global strategy Diamond model First study on principles of mktg The Future of Market Capitalism 2009 Made distinction between economics & mktg for the first shortcomings of capitalist sys&ways the business better serve societal intrst Can Marketing Be a Science 51 BUZZELL Examines consitions for a phenomenon to be a science Is Marketing A Science 63 compares mktg knowledge to these consitions LEVITT Defining the science of Mktg & applying scientific tecniqs are diffr Comparative Marketing 1963 Marketing Myopia 60 Defines scien: clssf, systemat, central thry, quantitative, prediction The first comparative analysis of mktg systems in 15 countries Mngmt defines businesses too narrowly &decline. Evaluates&crit findings of mktg in consideration of Science (Aspinwall The General Theory of Marketing 68 Importance of pervasive mktg mind set within entire org Can You Standardize Multinational Mktg 68 Seven Axioms (Subtheories): Social Initiative,Economic Separation, Marketing Intangible Products and Product Intabgibles 81 Standardization beneficial in many aspects and localization where required Market Roles, Flows&Systems, Behavior, Social change, Social Control Mktg deals with all intangibles regardless of tangible or intangible prod Mktg func: where to centralize vs where to decentralize Mktg Theory & Metatheory 70 The Globalization of The Markets 83 Coined Globalization Impact of Strategic Planning On Profit Performance 74 Attempt to develop a methodology to develop mktg theory Proposed standardized prod & global competition thru economies of scale (low prc) expected profit perfr of diffr businesses in diff competitv condition The Identity Crisis in Mktg 74 Mentioned proletarianized communic, transp, travel PIMS (Profit Impact of Market Share) 90 Identity of mkt is the subject dealt or technology with which subj is handled? The Marketing Imagination 83 large mrkt share tend to lose posit in time due to lack of continu innovation Seven Stages of Evolution, concept of back to the basics Proposed industrialization & standardization of services Channel Partnership Streamline Distribution 95 The History of Mktg Thought 88 Claimed that everything is differentiable Cooperation in the channel and foundations reference of CatMan &PRM Timeline of innovation1450: Gutenberg's metal movable type, leading eventually to mass-production of flyers and brochures a group while the rest of org doesnt care Drucker&Levitt: Mktg can't be delegated to

PORTER