Commodity School Essay

1154 Words Nov 20th, 2012 5 Pages
Marketing Theory
Commodity School

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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
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However David Luck criticized Holton’s theory in terms of dynamics of consumer behaviour. He claimed that Holton excluded the speciality type of good from marketing theory.
The next theorist Bucklin tried to explain the distinction between shopping goods and non shopping goods as a first point of differentiation. He classified that shopping goods are the goods whose suitability is determined through search before the consumer commits himself to each purchase. He subdivided non shopping goods as convenience goods and speciality goods based on their accessibility to substitutes. Until Kaish emphasis, commodity school could not highlight psychological side of consumers. Kaish was the prior emphasis on the consumer’s shopping effort. He assured that consumers had different pre purchase anxiety level for convenience goods, shopping goods and speciality goods. To him, as goods complexity increases pre purchase anxiety level also rises as well.
After all those contributions, Ramond and Assael asserted that firstly, product as a relation between physical ingredients and psychological responses; secondly, the product in terms of consumer actions and channel response must be defined. In addition, Enis and Roering asserted that a classification scheme that incorporates both the buyer’s and the seller’s perspective holds the greatest promise for illuminating the exchange process. Finally, Murphy and Enis

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