As the world changes, different perceptions on the study in the field of Marketing had arisen and of course, each has its own perspectives and implications on how they define Marketing. Different concepts and studies were made, these concepts become more developed and improved as businesses adapt to rapid changes that includes market behaviour, and technological advancement. J.B. McKitterick, another Marketing expert, pointed out that the perception of Marketing before is quite different from how it is viewed today. In order for us to differentiate what Marketing was before and how it is viewed right now; let us first go into understanding marketing management concept.
From the past, McKitterick clearly states that manufacturers or producers have a different point of view when it comes to selling their products. They don’t focus themselves with the end user at all because what they focus on selling the products were the distributors, agents, and dealers. These are called Marketing channels. They are the ones that sell to the consumers or end users. That is why they are engaged in different tactics such as exploiting schemes in order for their products to be taken by the different distribution channels. From here, one would already know the difference of the past Marketing. In comparison with the kind of Marketing that we have in the present, the focus of the manufacturers is with the consumers. They adjust their products based on the consumer’s preference and behaviour towards it. So there is a really big difference of the point of views of businesses men about marketing from the past.
Indeed it is true that manufacturers before had their eyes on the dealers and not on consumers, Oswald Knauth still reminded them that the packaging and product styling should be customer oriented which means that they should base their products according to what the consumers prefer: it also includes packaging where it is essential to make them attractive and catchy on the consumer’s eyes. In 1940s, it is also stated that in order for a certain business to gain an edge toward its competitors, they had the idea of competition where they price the products lower or cheaper. In that way, consumers would always be on their side, and they would be gaining a great advantage against their rivals. During those times, research plays a very important role especially for innovation because they use it in order for them to make their products better. The importance of research truly made some changes and led to the discovery of different innovative products which they also used as an advantage. Research indeed made a big impact on marketing because the crux of marketing talks much about it. It doesn’t consider removing historic competitors of market position but by the application of research in order to create new markets, and businesses. Therefore, we can conclude that the crux of marketing is the task of creating new markets.
McKitterick‘s work undeniably views the Marketing management concept as a way of planning and organizing especially in decision making in order for us to broaden our knowledge with the different perspectives and views of marketing before, when it was still being developed and improved constantly, and up to date. As an entrepreneur student, I know that it is also the job of entrepreneurs to make an essential planning in terms of marketing as one of the factors in order to have a successful business. Thus, McKitterick states that business management’s planning and decision making is very crucial and difficult to make because it requires numbers of development that can affect its customers, competition, as well as the business’ own resources. It is the phenomena that gave birth to the marketing concept which restored management problems and chaos.
Philip Kotler used different concepts in defining the core concept of marketing while J.B. McKitterick focused on the Marketing management concept which opened the stages of planning and organizing in order to make a business work. In comparison with Philip Kotler’s work, it is indeed a fact that both marketing is very essential in letting consumers know the products or services manufacturers are selling or offering in the market. However, McKitterick also added that it is vital that producers must not only let consumers know your product but they also have to prove its effectiveness to gain competitiveness in the market.