从营销组合到关系营销营销范式的转变.docx

从营销组合到关系营销营销范式的转变.docx

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从营销组合到关系营销营销范式的转变

标题：

FromMarketingMixtoRelationshipMarketing:

TowardsaParadigmShiftinMarketing

原文：

Themarketingmixmanagementparadigmhasdominatedmarketingthought,researchandpracticesinceitwasintroducedalmost40yearsago.Today,thisparadigmisbeginningtoloseitsposition.Newapproacheshavebeenemerginginmarketingresearch.Theglobalizationofbusinessandtheevolvingrecognitionoftheimportanceofcustomerretentionandmarketeconomiesandofcustomerrelationshipeconomics,amongothertrends,reinforcethechangeinMainstreammarketing.

Relationshipbuildingandmanagement,orwhathasbeenlabeledrelationshipmarketing,isoneleadingnew.Thisarticleisbasedonaninvitedpaperpresentedatthe1stInternationalColloquiuminRelationshipMarketing,MonashUniversity,Melbourne,Australia,1-3August,1993.Aparadigmshiftisclearlyunderway.Inservicesmarketing,especiallyinEuropeandAustraliabuttosomeextentalsoinNorthAmerica,andinindustrialmarketing,especiallyinEurope,thisparadigmshifthasalreadytakenplace.Bookspublishedonservicesmarketingandonindustrialmarketingaswellasmajorresearchreportspublishedarebasedontherelationshipmarketingparadigm.

Amajorshiftintheperceptionofthefundamentalsofmarketingistakingplace.Theshiftissodramaticthatitcan,nodoubt,bedescribedasaparadigmshift.MarketingresearchershavebeenpassionatelyconvincedabouttheparadigmaticnatureofmarketingmixmanagementandtheFourPmodel.TochallengemarketingmixmanagementasthebasicfoundationforallmarketingthinkinghasbeenashereticasitwasforCopernicustoproclaimthattheearthmoved.

Thepurposeofthisreportistodiscussthenatureandconsequencesofthedominatingmarketingparadigmoftoday,marketingmixmanagementofthemanagerialschoolandhowevolvingtrendsinbusinessandmodernresearchinto,forexample,industrialmarketing,servicesmarketingandcustomerrelationshipeconomicsdemandarelationship-orientedapproachtomarketing.Relationshipbuildingandmanagementarefoundtobeanunderlyingfacetintheresearchintotheseareas.Relationshipmarketingissuggestedasonenewmarketingparadigm,andanumberofconsequencesformarketingandmanagementofarelationship-typemarketingstrategyisdiscussedbasedonthenotionofamarketingstrategycontinuum.Finally,thepossibilityofbuildingageneraltheoryofmarketingbasedontherelationshipapproachisexamined.Afurtherdiscussionofthenatureoftherelationshipmarketingparadigmis,however,beyondthescopeofthisreport.

Marketingthewaymosttextbookstreatittodaywasintroducedaround1960.TheconceptofthemarketingmixandtheFourPsofmarketing–product,price,placeandpromotion–enteredthemarketingtextbooksatthattime.Quicklytheyalsobecametreatedastheunchallengedbasicmodelofmarketing,sototallyoverpoweringpreviousmodelsandapproaches,suchas,theorganicfunctionalistapproachadvocatedbyWonreAldersonaswellasothersystems-orientedapproachesandparametertheorydevelopedbytheCopenhagenSchoolinEuropethatthesearehardlyremembered,evenwithafootnoteinmosttextbooksoftoday.Earlierapproaches,suchasthecommodity,functional,geography-relatedregionalandinstitutionalschoolshavesufferedasimilarfate.Onlyafewmodelsfromtheseapproacheshavesurvived.AmericanMarketingAssociation,initsmostrecentdefinition,statesthat“marketingistheprocessofplanningandexecutingtheconception,pricing,promotionanddistributionofideas,goodsandservicestocreateexchangeandsatisfyindividualandorganizationalobjectives”.

EventuallytheFourPsofthemarketingmixbecameanindisputableparadigminacademicresearch,thevalidityofwhichwastakenforgranted.Formostmarketingresearchersinlargepartsoftheacademicworlditseemstoremainthemarketingtrutheventoday.KentreferstotheFourPsofthemarketingmixas“theholyquadruple…ofthemarketingfaith…writtenintabletsofstone”.Foranacademicresearcherlookingfortenureandpromotion,toquestionithasbeentostickouthisorhernecktoofar.Prospectiveauthorsoftextbooks,whosuggestanotherorganizationthantheFourPsolutionfortheirbooks,arequicklycorrectedbymostpublishers.Asaresult,empiricalstudiesofwhatthekeymarketingvariablesare,andhowtheyareperceivedandusedbymarketingmanagers,havebeenneglected.Moreover,structurehasbeenvastlyfavoredoverprocessconsiderations.Inmarketingeducation,teachingstudentshowtouseatoolboxhasbecomethetotallydominatingtaskinsteadofdiscussingthemeaningandconsequencesofthemarketingconceptandtheprocessnatureofmarketrelationships.Marketinginpracticehastoalargeextentbeenturnedintomanagingthistoolboxinsteadoftrulyexploringthenatureofthefirm’smarketrelationshipsandgenuinelycateringtotherealneedsanddesiresofcustomers.

Aparadigmlikethishastobewellfoundedbytheoreticaldeductionandempiricalresearch;otherwisemuchofmarketingresearchisbasedonaloosefoundationandtheresultsofitquestionable.Themarketingmixdevelopedfromanotionofthemarketerasa“mixerofingredients”.Themarketerplansvariousmeansofcompetitionandblendsthemintoa“marketingmix”sothataprofitfunctionisoptimized,orrathersatisfied.The“marketingmix”,conceptwasintroducedbyNeilBordeninthe1950s,andthemixofdifferentmeansofcompetitionswassoonlabeledtheFourPs.

Themarketingmixisactuallyalistofcategoriesofmarketingvariablesandtobeginwiththiswayofdefiningordescribingaphenomenoncanneverbeconsideredaveryvalidone.Alistneverincludesallrelevantelements,itdoesnotfiteverysituation,anditbecomesobsolete.Andindeed,marketingacademicseverynowandthenofferadditional4Pstothelist,sincetheyhavefoundthestandard“tabletoffaith”toolimited.Itis,bytheway,interestingtonoticethatsincetheFourPsweredefinitelycanonizedsometimeintheearly1970s,newitemstothelistalmostexclusivelyhavebeenintheformof4Ps.Advocatorsofthemarketingmixmanagementparadigmhavesometimessuggestedthatserviceshouldbeaddedtothelistof4Ps.Thiswouldbedisastrous,becauseitwouldisolatecustomerserviceasamarketingvariablefromtherestoftheorganization,justashashappenedwiththeFourPmarketingmixvariables.Itwouldeffectivelycounteractallattemptstomakecustomerservicetheresponsibilityofeveryoneandnotofaseparatedepartmentonly.

Infact,theFourPsrepresentasignificantoversimplificationofBorden’soriginalconcept,whichwasalistof12elementsnotintendedtobeadefinitionatall.Moreover,theelementsofthislistwouldprobablyhavetobereconsideredinanygivensituation.McCarthyeithermisunderstoodthemeaningofBorden’smarketingmix,whenhereformulatedtheoriginallistintheshapeoftherigidmnemonicoftheFourPswherenoblendingofthePsisexplicitlyincluded,orhisfollowersMisinterpretedMcCarthy’sintentions.Inmanymarketingtextbooksorganizedaroundthemarketingmix,suchasPhilipKotler’swell-knownMarketingManagement,theblendingaspectandtheneedforintegrationoftheFourPsarediscussed,evenindepth,butsuchdiscussionsarealwayslimitedowingtothefactthatthemodeldoesnotexplicitlyincludeanintegrativedimension.

Inthe1950sinEurope,researcherswithintheso-calledCopenhagenSchoolapproachedmarketinginasimilarwaytothenotionofthemarketingmix,basedontheideaofactionparameterspresentedinthe1930sbyvonStackelberg.ArneRasmussenandG.staMickwitzdevelopedwhatbecameknownasparametertheory,whichwasadynamicmarketingmixapproachlinkedtotheproductlifecycleandwheretheparameterswereintegratedbymeansofvaryingmarketelasticities.Moreover,Mickwitzalsostatedthatthedemandsidehastobeconnectedtothesupplysideinamanagerialmarketingtheory.Thiswasdoneusinganeconomicapproachratherthanabehaviouralapproach.ParametertheorywasamuchmoredevelopedmodelthantheFourPversionofthemarketingmixnotion.Unfortunately,itneverreceivedenoughinternationalattention,andeventuallyitwasoverwhelmedbytheFourPsthatweremucheasiertocomprehendandteach.Today,thekeyaspectsofparametertheory,dynamismandanintegrationofconsumerbehaviourandmanagerialdecisionmakingarepointedoutasimportantresearchtopics.

ProbablyBorden’soriginalideaofalistofalargenumberofmarketingmixingredientsthathavetobereconsideredineverygivensituationwasshortenedforpedagogicalreasonsandbecauseamorelimitednumberofmarketingvariablesseemedtofittypicalsituationsobservedinthelate1950sandinthe1960sbytheinitiatorsoftheshortlistoffourstandardizedPs.ThesetypicalsituationscanbedescribedasinvolvingconsumerpackagedgoodsinaNorthAmericanenvironmentwithhugemassmarkets,ahighlycompetitivedistributionsystemandverycommercialmassmedia.However,inothermarketstheinfrastructureistovaryingdegreesdifferentandtheproductsareonlypartlyconsumerpackagedgoods.NeverthelessthefourPsofthemarketingmixhavebecometheuniversalmarketingmodeloreventheoryandanalmosttotallydominatingparadigmformostacademics,andtheyhavehadatremendousimpactonthepracticeofmarketingaswell.Isthereanyjustificationforthis?

Anymarketingparadigmshouldbewellsettofulfilthemarketingconceptandthenotionthatthefirmisbestoffbydesigninganddirectingitsactivitiesaccordingtotheneedsanddesiresofcustomersinchosentarget