Article - On expanding the concept of marketing: How large should it be?
Marketing is about giving products to the markets to the satisfaction of customers. And to do that, we are given messages that are relevant for what we are doing!
Marketing is in every organization, since every of them are treating the employees and the people using the organization to the pleasure of everyone involved. Hence, every private and public organization is involved when defining the marketing concept. We should be curious about what is going on in internal and external markets, and the concept of marketing should be big enough to catch all the satisfaction you can think about in the organizations!
Marketing is about giving satisfaction by using the four Ps like the product, the price, the promotion and the place. Anything giving satisfaction in the markets is a combination of these Ps, we are using one of them, some of them or all of them.
Many people around marketing say that marketing is not a science. And maybe, they are right. But we must make requirements to marketing about having something to know, and to prove what we are thinking and seeing! But the area has no Nobel Prize, and this has something to do with the reputation that marketing has many places in the world.
We can dwell with micro marketing and macro marketing as in Economics too! Micro marketing is about understanding the consumer behavior in marketing for an individual. And macro marketing is about understanding all the effects and all the consequences for all actors in marketing on an aggregate level. What about production and consumption and the effects on climate, globalization and sustainability of resources? And we find many different contributions on the conferences about what is going on. But maybe marketing is too soft in its content to be considered as a science!
Marketing ia about giving exchanges in the markets. Goods and services and articles are given for goods and service and articles. In earllier times, you had to meet people at their farms when getting the products, and not just as we do today by going into the grocery stores!
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Sverre Larsen
Kristiansand, Norway
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