Marketing
systems
Alderson 1956, 1965,
Boddewyn 1969,
Fisk 1967, Dixon 1967
What is a marketing
system? Why does it
exist? How do
marketing systems
work? Who performs
marketing work?
Micro:
Firms and
households
Macro:
Channels of
Interrelationships between
parts and whole
Unity of thought
Marketing systems
Micro and macro marketing
Societal Impact
Consumer
behavior
Dichter 1947, Katona
1953, Engel et al. 1968,
Kassarjian and Robertson
1968, Howard and Sheth
1969, Holloway et al. 1971,
Cohen 1972
Where and when is it
performed?
Why do customers buy?
How do people think,
feel, act?
How can customers/
people be persuaded?
distribution
Aggregate
marketing systems
Micro:
Business buying
Consumer buying
Individual or
household
consumption
Subconscious motivation
Rational & emotional motives
Needs and wants
Learning
Personality
Attitude formation and change
Hierarchy of effects
Information processing
Symbolism and signs
Opinion leadership
Social clea