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市场营销学(双语教材) Marketing 主 编 李志宏 梁 东? 副主编 约翰·冈瑟(Johann Günther) 刘建堤 高等学校应用型特色规划教材 经管系列 Part I About Marketing Chapter 1 Production and Development of Marketing 1.1 Production of Marketing As an applied science, marketing is based both on such theories as management, psychology, and sociology and on the social practice. Its origin, development and application depend on the marketing practice of the firm and also react on it. The scholars at home and abroad have been making an extensive and deep study of the birth and growth of the marketing idea, of which the exploration of marketing by Peter Druke, a famous professor in management in the Western University of the United States is well established by many marketing experts. Peter Druke thought that the marketing was originated in Japan during the 17th century. 1.2 Development of Marketing 1.2.1 Classical Schools 1. Commodity School Among these schools, the commodity school enjoys a long history. It started at the entrance of the 20th century. Its basic principle is that since the marketing concerns the flow of the relative goods from producers to consumers, the marketing discipline should focus on the object (product) transaction. As the scholars of the early commodity school said, that if the products in the marketing exchange could be classified in a reasonable way, the marketing discipline would make more progress in science. So they pointed out that in a perfect classified system of merchandizes, each product was not isolated and sophisticated links existed among goods. Therefore, these goods can be arranged into the category with the relative homogeneity in which all the products can be marketed in the same methods and know-how. As for the commodity school, it is an important task to classify the merchandizes. In the early stage of the commodity school, Charles Parlin first put forward the merchandize classification framework in 1912. According to his theory, women merchandizes can be divided into
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