Marketing Theory vs Practice
According to Levy (2002), “the two debates about the domain of marketing and the division between theory and practice are old, recurring and endless”. Critically analyze the above, focusing on the domain of marketing, the scope of marketing (includes public sectors and charities) and the challenges associated with extending the marketing domain.
The two debates about the domain of marketing and the division between the theory and practice are old, recurring and endless. Nevertheless, it is indubitable that marketing pervades society whether or not the critics like the idea of it or the troubling forms it sometimes takes. Similarly, the difference between the theoreticians and practitioners are like parts of a tree which also inevitable as they think differently, have different roles to play, have different languages and feel superior to each other. Those who are blind to these facts create the debates instead of realizing that this is the way it is and making the best of it. The gap is bridged by reasonable people by understanding the situation and working cooperatively with their diverse colleagues.
The conflict repeating amid the theoretical and applied phases of marketing was explored and furthermore to the widened viewpoint on marketing in Marco logy 101. The described polar views stayed thrilling, the perception of Michael Baker on the irreconcilability of the traditionalists at every end. The recommended marc ology discipline is and expected to focus on philosophy, research, and its periodical for the sake of themselves and their audience. A proceeding in the volume of Marketing the Arts by Mokwa(1980) precisely intended at linking the gap in utility in the research for marketing entailing the arts.
A long period viewpoint shows the recurring personality of such arguments in the marketing field. A widespread application in industry of qualitative research methods caused an excitement between the year 1950s and 1960s and this included participant observation, complex questioning, non- directive questioning, projective technique, group interrogating and participants’ observation. Enlarging the arsenal of ideas and methods came as a result of bringing all the research which are motivating in the area of marketing which drew upon the behavioral sciences and drew fire from traditional survey researchers and skeptical academicians (Condie, 2016, p. 78).
The lengthening displayed in the period of 1960s and 1970s to show the significance of marketing to sectors apart from the commercial, government, schooling, health and arts and drew confrontation from outdated marketing practitioners. Not anything essential has altered, the thrilling positions, outdated descriptions of marketing compared to the recent ones, behaviorist versus depth researchers, theorists as opposed to practitioners, quantitative method against qualitative ones and positivists against post-modernists. The extremist incline at certain hours to be malicious by diluting their science with moral judgment and self-righteousness.
Evolution of Marketing Research Methods
For those in a position of limiting the marketing definition normally partake a critical opinion of marketing as awareness of advertising as a wicked inspiration in the public. Between the extreme is a range along with most people fall without being predominantly aggressive concerning their opinions, agreeing in a practical way that there is the varied manner of reasoning and sustaining itself (Cenker, 2013, p. 78). Partaking education and an outlook advantage that embraces rather than excluding consequently every person has space as well as can essentially contribute to the procedure of marketing (Jenny, 2012, p. 123).
Kotler and Levy (1969) uttered a broader meaning of marketing and this was prolonged by Kotler in 1972. Levy contended that intensely widened theoretical domain for marketing from the business activity is until then and he felt that the inheritance of business of marketing delivered an important aspect in controlling all organizations whether those that are making profit or not and in case they are participating in marketing persons, toothpaste and ideas (Jenny, 2012, p. 129). Kotler and Levy also went ahead and used the department of police in emerging campaign to acquire supports as well as influencing persons; a museum director sponsoring present-day art shows and happenings to widen the museum plea (Jones, 2011, p. 72); a public school using system using television to dramatize its work so that it can upsurge support for it was carrying out to fight the problem of dropout in schools, come up with new ways of teaching techniques and enriching the children (Jones, 2011, p. 194).
Advertising is viewed as a way of acquiring as well as motivating purchasers for the firm’s production and political contest us the contest that the applicants are advertised as well as soap. The marketing scholarship was being influenced by the social sciences and organizations shifted in manufacturing offshore to lower labor cost thus increasing the importance of the service sector in the domestic economy. The concept of marketing was seen relevant only for organizations carrying out business rather than all types of organizations. The marketing scholar operating in non-commercial areas normally observed their marketing phenomena via a framework established in a commercial marketing context. The 4Ps are used by the social marketers in understanding the social marketing difficulties and emerging marketing strategies.
Each group yields products of the following type; tangible products which makes people think of daily items for example food, clothes, and soaps as well as extend to complete a million of physical items which are available for purchase and have a market value. Several groups are also majorly in an occupation of retailing thoughts to bigger society and also spending a better agreement of time marketing themselves (Sarikakis, 2009, p. 68).
Broad Scope of Marketing and its Tools
When it comes to consumers, this is a crucial part since the organization needs to take their time dealing with a group of individuals who are attracted to their products and can be successful. A very wide range of market is attained by the organization as a result of generic product definition and it is important in a business because of inadequate capitals.
An information concerning a regular change in environment is gathered by a business organization and these changes are involved in the environment and about their own performance. The flowing of goods, the competitor’s action, and customers’ feelings are checked by the salesmen, specialized research services, and research department.
There is a need for every organization to carry out a capital function for acquiring the capital, managing and budgeting based on the principle of the business laid down. A production function must also be carried out in that it must conceive of the best way of arranging inputs to produce an output of the organizations. A personnel function must as well as be performed by the organization according to Levy so that recruitment and training of persons to take place according to the organizations work. A purchasing function must also be performed to assist in efficient acquisition of material and choosing foundations of supply (Jones, 2011).
The non-business organization engages in product improvement, distribution, pricing, and communication (Levy, 2002, p. 56).
These scope of marketing is unquestionably broad and it includes consumer behavior, purchasing, sales management, pricing, marketing communication, social marketing, marketing role in economic development, comparative marketing, product management. Packaging and channels of distribution (Ludicke, 2012, p. 65).
According to Levy and Kotler, the tools for marketing, arts and skill for appropriate promotion administration have attained their expansion state in a commercial kind of association. The organization involved in business rely on the customers’ goodwill in order to survive and learn the way of sensing and fulfilling their necessities successfully. There are nine concepts that guide the business organization based on their strength in marketing and they include the target group, integrated marketing planning, continuous marketing feedback, differential advantage, customer behavior analysis and differentiated marketing.
The business-like applied approaches used in organizations not after making profits for example funding rivalry as well as the need to get the capital to fulfill their undertaking. The academic field has recognized these techniques that are beneficial to non-profit organizations. The distinctive features of non-profit stance a challenge for them and these features comprise mission-driven, competitive relationship with their competitors, multiple customers, and non-financial objectives (Kaplan, 2009, p. 345).
Market Orientation for Non-Profit Organizations
Charity organizations
According to Levy, marketing is an important tool for non-profit organizations although the marketing aspect is viewed as business activity by the non-profit organization and Levy believes that an important role is played by marketing in non-profit organization because the organization participate in marketing irrespective of understanding it or not. Even though, the non-profit organization has features of market area challenges where participants avoid cost soar and offer the third sector so that it can survive growth and enhancing their contribution to the general welfare (Kotler, 2011).
Over the past decades, the marketing has been introduced by the non-profit organization into their activities after realizing that it can assist in attaining the mission of the organization and there is a need of adopting the market orientation whereby the customer starting point and ending point of point of the marketing (Jones, 2011, p. 78). There is still a misconception that marketing is equivalent to the selling and promotion resulting to selling to people thing that they do not need. The various dimensions of non-profit marketing include planning, position, attracting resources and communicating (Lawton, 2008).
Planning is developed by professionals in non-profit organizations to assist the organization in achieving its strategic goals thus fulfilling its undertaking. Non-profit organization normally advantage from extensively recognized in the public and their job of going after the gifts is becoming common in the society it helps and once it is known then it should start influencing the public perception of the organization (Lawton, 2008).
Communication is the main activity in marketing to assist the organization in achieving its mission as tacked by Levy. An effective communication system is needed to enable the exchange of ideas between the client and organization successfully. The nonprofit marketers have a very important role in attracting resources and this entails attraction of donations of time and funds which may come from individuals. Examples of a non-profit organization in numerous countries normally fall below the following groups;
- Organizations related to health
- Organizations related to social welfare
- Groups involving art and culture
- Organizations involving youth development
- Groups related to Business, professional, and membership
- Organizations involving religion
- Organizations related to Education and research
There are various challenges being faced by the nonprofit sector which include;
Reducing the government support of the nonprofit sector financially.
Elimination and reduction of estate and inheritance taxes
Increasing the number of nonprofit sectors
Increased reliance on the business sector
Public Sector
The public sector marketing tends to eloquent and suggests a solution concerning the conversation and relationship taking place between an individual group, communities, organizations and government organizations (Kaplan, 2009, p. 67). The non-financial phase of connections to be considered together with the strengthening of interactive aspects of exchange and prevailing growth of procedures and gears in marketing and this comes as a result of widening the market concept (Kotler, 2011, p. 82).
The growing taking place uncertainty affects the unrestricted groups given governmentally demarcated requests for public bodies to enhance the service quality and considering the needs of citizen and as a result of the introduction of rivalry to the delivery of public services, a growing uncertainty is faced by these bodies.
It is difficult to determine whether the application of marketing can take place in the public sector or cannot because the public sector involves facilities of a marketable landscape and activities involving constraints such as taxations and prisons and secondly the public sectors entails the delivery of services and responsibilities by the public sector.
- It is possible that the URL with the extension is taken due to the popularity of .com extension.
- If an organization is not offering web-related services, then you run the risk of being overlooked by potential visitors.
- The .org extension will typically come in second place as far as traffic with its.com competitor with the same domain name.
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