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    1867-Article Text-4252-1-10-20190408 PDF

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    Mohammed Kumash

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    AN HISTORICAL REVIEW AND MODERN ASSESSMENT OF THE MARKETING MIX CONCEPT Steven N. Silverman’, University of Pittsburgh ABSTRACT ‘The history of the marketing mix constrict is largely unknown to many people in marketing. This paper traces the history of the emergence of the marketing mix construct, known today as the 4Ps, It then raises several issues that suggest that the concept may need to be altered in order to be useful in the world which has emerged during the 35 ‘years since it became codified. INTRODUCTION ‘The marketing mix’ is among those marketing concepts whose origin and development is mysterious to most marketing researchers and managers. The concept isa structural and pedagogical axiom in the field. It forms the framework for traditional introductory courses and their texts. Many practitioners use the concepts to create marketing plans and execute initiatives. Much of the field's theoretical structure has grown up around this skeletal frame. Yet, unlike many ideasin marketing, the concepthas remained an unquestioned pillar of marketing theory and practice. With so much riding on this conceptual configuration, it seems crucial that we ‘understand it as much as possible. If we cannot specify it genesis, and explain its enduring usefulness, we rran the risk of having the field conceptually develop to the point where the original concept is no longer appropriate. ‘The purpose of this paper is twofold. First it seeks to trace the emergenceand development of what has come to be known as the “marketing mix.” The second purpose is to expose several anomalies which threaten the continued usefulness of this root level construct. Together these two purposes aim to lay the ‘ground work for future efforts to more clearly define the marketing mix.> ‘THE EMERGENCE AND DEVELOPMENT OF THE MARKETING MIX CONCEPT ‘This section reviews the emergence and growth of the marketing mix concept asa series of stages. ‘The first stage defines the period from 1900 to 1948. During this period, until just after World War Il, ‘we can now identify the emerging elements of marketing which would come to form the marketing mix ‘concept. ‘The second stage of development includes the period from 1948 to 1960. A review of the literature from this period reveals the emergence and growth of the term “marketing mix” as a part of the field’s jargon. A significant amount of work generated during the 1950s served to frame the conceptof the marketing mix. ‘The period culminated with the presentation of the 4Ps in McCarthy's (1960) textbook. ‘The third stage is the period from 1960 to the present. During this time, there has been no measurable alteration to the structure of the marketing mix concept, though it has been considered in more depth. It has been institutionalized as the received view of marketing management. The static nature of the concept has been met with some concern in the literature and will be considered in the final discussion in this paper. Emerging Elements of the Marketing Mix ‘The concept of a marketing mix did not bloom until the 1940s and 1950s. Yet the ideas from which it would grow first began to take root at the beginning of the century, along with the emergence of ‘7th Marketing History Conference Proceedings, Vol. VI, 1995 25 academic marketing theory‘. Marketing thought can be traced to several economists of the late 19th century. Coolsen (1960), chronicled the contributions of Edward Atkison, David Wells, Arthur Farquhar and Henry Farquhar on such issues as pricing and the distribution of goods. However, Converse (1960) notes that these early marketing writers “did no...separate marketing from other business activities and present it asa separate field of study.” ‘These early marketing scholars “had little time for marketing theories as distinguished from general economic theories,” (Converse 1960). Yet, many of the ideas which would ‘become the marketing mix made their appearance at this time. (A summary of historical contributions discussed here is presented in Table I on the following page). Butler (1911), at the University of Wisconsin, insinuated the elements of the marketing mix when he “defined ‘marketing’ as ‘everything the promoter of a product has to do prior to his actual use of salesmen and of advertising,” (cf. Bartels 1962, p. 213). Shaw (1916) at Harvard, specified agencies of demand creation s “middlemen” (ic, distributors), “direct salesmen,” and “advertising.” He also described the “organization of demand creation” as “analysis of the market” (j.e., market research), and “price policies.” Shaw discussed the totality ofthese elements, and in effectthe marketing mix, as the combination of agencies which is most effective for the entire market. A third early contributor to the marketing mix concept was Converse (1930). Like those before him, Converse, who produced his work at the University of Illinois, did not specifically use the phrase “marketing mix,” but he described the mix elements extensively. is discussion outlined the roles of distribution, pricing, and advertising, in both agricultural and industrial products. Furthermore, Converse’s discussion of the “coordination of business policies” highlighted the need for “all the selling policies and all activities concerning the marketing activites of a firm's product be properly coordinated,” (p., 1004, emphasis added). He specifically addressed the need for coordination between selling and production in a world where customers have choices. In retrospect, his foresight as to the role of interfunctional ‘coordination was prophetic: “..jitis the duty of the production department to produce the goods specified by the sales department. The important thing is that production and selling be properly coordinated. ‘The two policies cannot be entirely separated. Goods should be produced that are desired by the consumers that can be sold in competition with other products, The concern that can give the most for its money -- that can produce an article that will give more service for the price than any other competing article -is the concer that is most likely to sell its enti output at a profit... A high quality of product and a low price are the greatest assets in selling. The research department may be best qualified to ascertain what goods should be produced.” (Converse 1930, p. 1005-6) Converse’s emphasis on the role of the customer in an organization later formed the core of the marketing mix concept. His words about interfunctional coordination, and de facto definition of “value,” could easily be mistaken for those of a 1990s marketing guru instead of a 1930s scholar. The work of Butler, Shaw and Converse are prototypical ofthe work which appeared during the first half of the century. The early parts of this period have been described as times of discovery and early conceptualization in the marketing field (Bartels 1962). In those years, significant efforts were directed towards integrating scholarly work into “principles of marketing,” a term first used by Ivey (1921) (ef, Bartels 1962). The years from 1920 to 1940 produced a series of such efforts, many of which included lists of the functions managed by “marketing men,” (e-g,, Converse 1930, Clark 1922). These lists may have ‘been the inspiration which spurred later authors to wonder how the functions of marketing were to be combined or integrated. Following the updating ofthese core texts after World War II, new thoughts began to emerge which would contribute strongly to the evolution of the marketing mix concept. TABLE 1 ‘The Historical Context and Development of the Marketing Mix Construct ator Contribution [sao DETTE TG Ts promi oF & POUUT Has PHOT HF sctual use of slesmen and advertising. Sea TITTY DERSET TE ERT OT Conan Satin as TERA (oe, ADO), REET salesmen,” and "advertising." Defined organization of demand cretion as analysis ofthe market (Ve, marke esearch), and “price polices.” Tanase TROY TESA te he alot Sens OT Eng aw Th (HOTU PETA

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