The Birth of Marketing Ideas

In 1914, Butler formulated marketing as a management discipline. Butler (1914, p. 1, 1917, p. 3) was the sales manager of the Protec and Gamble Company. Butler defines; marketing is a plan behind a campaign or promotion series. Before that, experts did not know marketing, only knew production and sales / distribution. This distribution is an intermediary task, covering risk, transportation of goods, financing, sales, assembly, selection, and shipping to the next buyer.

Butler makes a new definition because based on experience, there are many problems that need to be resolved before making advertisements in the media and sending salesmen to the streets. Companies need to determine decisions about products, distribution channels or how to reach the desired market. (Kazuo Usui, 2008, Development of Marketing Management, Ashgate).

Butler’s idea that incorporating product planning as part of marketing management or plans behind the campaign was a remarkable idea in his day. The idea separates marketing management from sales and distribution management. Marketing has a new meaning. At that time, production decisions were part of production management, not part of marketing that was still synonymous with distribution.

Until now there are still many people who equate marketing as a sales promotion and advertising. Indeed from the outside, marketing work that looks invisible is promotion, while its contribution to production planning is not visible, even though it is very important to adjust the product and market needs.

Butler formulated the marketing work in product policy is to ensure that the product achieves technical quality in accordance with consumer preferences, before the product is launched into the market. Before becoming part of marketing, production does not think about product conformity with consumer preferences.

Bartel (1962, p. 213) considered Bartel’s idea to participate in shaping what is now called the marketing mix. Butler emphasized the importance of separating the planning and implementation functions not only in personal sales promotion and advertising but also in marketing activities in a whole.

The great depression era (1929-1930) pressured the print media business finances. Media distribution has dropped dramatically; print media income from advertising has declined.

Entrepreneurs turn to advertise on radio. Radio is a famous entertainment center. Entrepreneurs sponsor radio plays. Radio plays are growing rapidly.

Amid advertising costs slumping while advertising competition is also tight, advertising costs are no longer an option; a breakthrough has emerged to attract viewers’ attention by differentiating. Advertisers focus on how products differ from competitors.

In 1933, Edward Chamberlin described the practice of differentiation in the form of theory. This theory states that consumers have a variety of preferences for products available in the same industry. Price is not the only consideration. This theory adds new treasures, considering that the theory that is commonly used is price is the balance between demand and supply. Consumers choose the lowest price and achieve a balance between demand and supply.

This conceptual contribution from Edward Chamberlin adds a new dimension and new traits in the marketing mix. Products do not have to be cheaper or superior, to be able to compete. More different and according to special group needs also allows the product that suit to the market.

Leave a Comment

Privacy Preference Center

Google Adsense

We use cookies to make advertising more engaging to users and more valuable to publishers and advertisers. Some common applications of cookies are to select advertising based on what’s relevant to a user; to improve reporting on campaign performance and to avoid showing ads that the user has already seen.

Google uses cookies like NID and SID to help customise adverts on Google properties, such as Google Search. For example, we use such cookies to remember your most recent searches, your previous interactions with an advertiser’s adverts or search results and your visits to an advertiser’s website. This helps us to show you customised adverts on Google.

We also use one or more cookies for advertising that we serve across the web. One of the main advertising cookies on non-Google sites is named ‘IDE‘ and is stored in browsers under the domain doubleclick.net. Another is stored in google.com and is called ANID. We use other cookies with names such as DSID, FLC, AID, TAID and exchange_uid. Other Google properties, such as YouTube, may also use these cookies to show you more relevant adverts.

Sometimes advertising cookies may be set on the domain of the site that you're visiting. In the case of advertising we serve across the web, cookies named ‘__gads’ or ‘__gac’ may be set on the domain of the site that you're visiting. Unlike cookies that are set on Google's own domains, these cookies can't be read by Google when you're on a site other than the one on which they were set. They serve purposes such as measuring interactions with the ads on that domain and preventing the same ads from being shown to you too many times.

Google also uses conversion cookies whose main purpose is to help advertisers determine how many times the people who click on their adverts end up purchasing their products. These cookies allow Google and the advertiser to determine that you clicked on the advert and later visited the advertiser site. Conversion cookies are not used by Google for personalised ad targeting and persist for a limited time only. A cookie named ‘Conversion‘ is dedicated to this purpose. It's generally set in the googleadservices.com domain or the google.com domain (you can find a list of domains that we use for advertising cookies at the foot of this page). Some of our other cookies may be used to measure conversion events as well. For example, DoubleClick and Google Analytics cookies may also be used for this purpose.

We also use cookies named 'AID', 'DSID' and 'TAID', which are used to link your activity across devices if you’ve previously signed in to your Google Account on another device. We do this to coordinate that the ads you see across devices and measure conversion events. These cookies may be set on the domains google.com/ads, google.com/ads/measurement or googleadservices.com. If you don't want the ads that you see to be coordinated across your devices, you can opt out of Ads Personalisation using Ads Settings.

__gads, __gac
__gads, __gac

Google Analytics

We use Google Analytics to analyse the use of our website. Google Analytics gathers information about website use by means of cookies. The information gathered relating to our website is used to create reports about the use of our website. Google’s privacy policy is available at: https://www.google.com/policies/privacy/

ga, gat
ga, gat

Other

Necessary

e do this in order to identify malicious visitors to our Customers’ websites, to reduce the chance of blocking legitimate users, and to provide customized services.

__cfduid

Functional

This cookie is used to provide the social sharing functionality on our careers advice article pages

uvc
uvc