Khaira Louise F. Peralta 12 – Accountability 09.27.
2021
Marketing
Academic Discipline: Business
1. Term Paper (Essay) from Business Management Ideas:
Introduction to Marketing
Marketing is everywhere. Everything from presenting yourself for a job interview to selling
your products includes marketing. Main objective of any company is to gain profits which can be
achieved only through marketing of the products. Marketing enables the companies to create
demand and earn profits. If these two aspects are not taken care of, then the company will not
survive in the market.
“Marketing is an organizational function and a set of processes for creating,
communicating, and delivering value to customers, and for managing customer relationships in
ways that benefit the organization and its stakeholders.” – (American Marketing Association)
“Marketing is a social process by which individuals and groups obtain what they need and
want through creating, communicating, and delivering value to customers and for managing
customer relationships in ways that benefit the organization and its stakeholders.” – (Philip Kotler)
Thus it can be safely said that a company reaches its customer through marketing and
communicates to them about the products and services offered by the company.
Evolution of Marketing
In earlier days, an organization was mainly concerned with production of goods. It used to believe
on mass production and paid less or negligible attention on quality of the product and the
customer’s demand.
After some time, the focus of organization shifted from production of the product to the sale of the
product. The concept of marketing emerged gradually in 1970’s after the production and sales
era. It took many years for organizations to realize that a customer is the key for making profits in
the long run. The marketing concept is evolved through various stages.
Khaira Louise F. Peralta 12 – Accountability 09.27.2021
2. Abstract of a research paper from International Journal of Research in Marketing:
From academic research to marketing practice: Exploring the marketing science value
chain
Abstract
The study aims to investigate the impact of marketing science articles and tools on the practice
of marketing. The impact may be direct (e.g., an academic article may be adapted to solve a
practical problem) or indirect (e.g., the contents may be incorporated into practitioners' tools,
which then influence marketing decision making). The researchers use the term “marketing
science value chain” to describe the diffusion steps, and survey marketing managers, marketing
science intermediaries (practicing marketing analysts), and marketing academics to calibrate the
value chain.
In the sample, the researchers find that (1) the impact of marketing science is perceived to be
largest on decisions such as the management of brands, pricing, new products, product portfolios,
and customer/market selection, and (2) tools such as segmentation, survey-based choice models,
marketing mix models, and pre-test market models have the largest impact on marketing
decisions. Exemplary papers from 1982 to 2003 that achieved dual – academic and practice –
impact are Guadagni and Little (1983) and Green and Srinivasan (1990). Overall, the results are
encouraging. First, the researchers find that the impact of marketing science has been largest on
marketing decision areas that are important to practice. Second, they find moderate alignment
between academic impact and practice impact. Third, they identify antecedents of practice impact
among dual impact marketing science papers. Fourth, they discover more recent trends and
initiatives in the period 2004–2012, such as the increased importance of big data and the rise of
digital and mobile communication, using the marketing science value chain as an organizing
framework.
3. Academic Journal from Journal of Marketing:
Marketing and Literature: The Anxiety of Academic Influence
Abstract
Khaira Louise F. Peralta 12 – Accountability 09.27.2021
Literary criticism, according to leading theorist Frank Lentricchia, involves striking texts together
to see if they spark. Although many scholars have successfully struck marketing texts together,
the sparks they have produced pertain primarily to marketplace phenomena rather than the
academic marketing literature itself. Drawing on Bloom's “anxiety of influence” thesis, this article
strikes together the published works of two prominent marketing thinkers, Theodore Levitt and
Morris Holbrook. It argues that far from being positioned at opposite ends of the academic
spectrum—pure versus applied—they are, in literary terms at least, precursor and ephebe, father
and son, one and the same.
