scholarly research in marketing exploring the “4 eras” of：營銷探索“4個時代”的學術研究

1、Vol.22(2)Fall2003116–146116JournalofPublicPolicyShaw1995).Asoftheturnofthetwentiethcenturytherefetheareathatwouldbecome“marketing”wasfirmlyensconcedwithinthefieldofeconomics.118ScholarlyResearchinMarketing2Aswewilldiscus

2、sattheendofthisarticledifferentcombinationsofsystemactslevelsofaggregationaffdnumerousresearchareasundertheumbrellaofmarketingsociety.Fexamplefocusonconsumersmightleadtoconsumerinterestresearchwhereasfocusonconsumergover

3、nmentmightleadtoconsumerprotectionresearch.Attentiontomarketergovernmentcouldleadtoantitrustresearchmarketermarketercouldleadtoresearchdealingwithjudicialchallengesmovingtonotfprofitvenuescouldleadtosocialmarketingwherea

4、safocusonindividualfirmbehavicouldinvolvemarketingethicssofth.Ourfocusatthispointisprimarilyonperspectiveratherthanspecifictopics:Weemploythemarketingsocietyrubrictosuggestanyoftheseareas.migrationtourbancentersproductio

5、ntechnologygainsimprovementsintransptstagewerecombiningtochangethestateofthemarketplacedramaticallythegrowthevolutionofdistributionsystemsweredevelopingapace.Thustherewasagenuineneedfsomeeconomiststostepfwardtoembracethe

6、ntoexplainthoseelementsofthisnewwldthatwerenotincpatedintothebodyofthoughtofthetime.Themarketingfieldbegantotakeonitsowndistinctidentitywhenprofesssatanumberofuniversitiesacrossthecountryindependentlybegantodevelopnewcou

7、rsestoexaminevariousaspectsofthemarketingsystemincluding“distributiveregulativeindustries”(UniversityofMichigan)“themarketingofproducts”(UniversityofPennsylvania)“methodsofmarketingfarmproducts”(UniversityofWisconsin)“me

8、rcantileinstitutions”(NewYkUniversity)(Bartels1951b1988).Substantivelythesecoursesreflectedtherealitiesoftheirtimeplace(e.g.agriculturewasextremelyimptantinthosetimessignificantattentionwaspaidtodistributionoffarmproduct

9、ssoitisnohappenstancethatBigTenuniversitieshavelongbeenleadingcontributstomarketingscholarship).AstheperiodprogressedespeciallyduringthesecondhalfofEraI(from1910to1920)articlesineconomicsjournalsfreestingbookshelpedthefl

10、edglingfieldofmarketingbegintocreatedistinctconceptualapproachestoknowledgedevelopment(Bussiere2000Savitt1990).Threeoftheseapproacheslatercametobeknownasthecommodityapproach(focusingonallmarketingactionsinvolvedinapartic

11、ularproductcategy)theinstitutionalapproach(focusingondescribingtheoperationsofaspecializedtypeofmarketingagencysuchasawholesalerabroker)thefunctionalapproach(focusingonthepurposesservedbyvariousmarketingactivities).EraI’

12、sAttentiontoMarketingSocietyIssuesBefeturningtodetailsitmaybehelpfultobrieflyindicatethat“marketingsociety”isbroadlyconceivedhereintermsofanAggregateMarketingSystem:ahugepowerfulyetintricatecomplexoperatingtoservetheneed

13、sofitshostsociety(WilkieMoe1999).TheAggregateMarketingSystemisrecognizedasdifferentineachsocietyasanadaptivehumantechnologicalinstitutionreflectingtheidiosyncrasiesofthepeopletheirculturegeographyeconomicopptunitiesconst

14、raintssociopoliticaldecisions.Thethreeprimarysetsofactswithinthesystemare(1)consumers(2)marketers(3)governmententitieswhosepublicpolicydecisionsaremeanttofacilitatethemaximaloperationsofthesystemfthebenefitofthehostsocie

15、ty.2HowhastheacademicfieldofmarketingdealtwiththislargersystemAswenotedourcoverageinthisarticlespansroughlyacenturyofknowledgedevelopmentplacinganappropriatecontextonhowbroaderissuesinvolvingmarketinghavebeenviewedduring

16、varioustimes.DuringEraIthesocietaldomainwasanimplicitissueinthebodyofmarketingthought.Aswenotedpreviouslyfocuswasstronglyonthedistributionsectwithstressdirectedatexplicatingtheeconomicrationalesfthedevelopmentoftheseenha

17、ncedmecomplexsystemsevolvinginthesocietyofthetime.Inarealsensereflectingscholars’disciplinarytrainingineconomicsastrongemphasiswasonunderstingmarketstheiroperation.Incontrasttotoday’sfocusonmanagerialdecisionmakingthesea

18、pproachesweremeabstractclearlyencompassedsocietalconcernsasShaw(1912pp.708706737respectively)demonstratesinthefollowing:(1)“Theacceptedsystemofdistributionwasbuiltuponthesatisfyingofstapleneeds...thisstofactivityhas...co

19、ntributedtotheprogressofcivilization”(2)“Societycannomeaffdanilladjustedsystemofdistributionthanitcaninefficientwastefulmethodsofproduction”(3)“Thedlemanisasocialnecessity.”Thestressoneconomicefficiencystimulatedexplatio

20、noftherolesbeingplayedbymarketersthegovernment.FexamplethepassageoftheClaytonActcreationoftheFederalTradeCommissionbothin1914reflectedserioussocietalconcernwithpricingothercompetitivebehaviswithinthegrowingcapitalistecon

21、omy(e.g.MurphyWilkie1990).Inadditioncontributingtothedevelopmentoftheyinthisdomaintheconceptofmarketersasspecialistswasadvancedtoexplainefficientperfmanceofnecessarytaskswithinthedistributionsystem(e.g.Weld19151916).Asbe

22、fitstheunstructuredbeginningsofafieldofstudydifferentwritersemployeddifferentframewkstoaddressthisarea(HollerKeepDickinson1999).Shaw(1912)fexampleincludedbothpersonalsellingadvertisingastopicswithindistributionWeld(1915)

23、continuedtoincludemarketingundertheproductionfunctionButler(1914)concentratedattentiononadvertisingsellingasdistinctactivitiesinthemselves.Cherington(1920)writingattheendofthisperiodaddedanimptantbasisffuturethoughtbyask

24、ingwhethermarketingperfmance(thussocietalwelfare)mightbeenhancedbyfocusingontheunderlyingfunctionsthatmarketingactivitiesserve.OverallitisinstructivetonotethatthethoughtleadersofEraIwerequitewillingtouseeconomicefficienc

25、ycriteriatoexpressnegativeaswellaspositivejudgmentsaboutmarketingadvertisingsellingperfmancepotentials.Thefocuswasverymuchonbusiness:Governmentappearednottobeacentralconcerninthisliterature.Incontrasttotodaythesewritersd

26、idnotmuchaddressgovernment’sroleasaregulatbuttheydidmaintainanappreciationfitsfunctioningasafacilitatofmarketingthroughsuchactivitiesassettinggradesstards(seee.g.Weld1916).EraI’sliteraturewasalsowillingtoraiseaddresslarg