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Bahcesehir University, MA Marketing
What is commodity school and what are strengths and weaknesses of that thought? Marketing theory has been discussed over years. Many theorists had tried to explain marketing thought since it was a separate field apart from economics. In order to indicate progress of the theory; Sheth, Gardner and Garret in the book of Marketing Theory Evolution and Evaluation compiled all schools of marketing. They also argue how successful each thought is while developing, implementing and distributing of those schools. On that paper, it will be tried to analyze what commodity school is and what its strengths and weaknesses are according to Sheth, Gardner and Garret. Schools of thoughts are formed by two dimensions of a matrix. One perspective is interactive-noninteractive while the other is economic-noneconomic. In first dimension, for the noninteractive schools selling is the essential concept whereas relationship is main source for interactive schools. In second dimension, for economic classification, the focus is economic variables such as production and distribution efficiency, prices of inputs and outputs, and consumer income levels. At the other dimension, participants of marketing activities cannot be explained by sole economic influence. It can be clarified by social and psychological factors that may affect the behaviour of marketing actors. With two dimensions of that matrix, commodity school is one concept of noninteractive and economic approach. The commodity school concentrated on the physical characteristics of products and the related consumer buying habits for different categories of products. The most influential proponent of that school (Melvin Copeland) defined commodities as convenience goods, shopping goods and speciality goods based on durability. Copeland stated that convenience goods were those customarily purchased at easily accessible stores,...
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