Summary: Frontiers Of The Marketing Paradigm In The Third Millennium A1Mcm

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• 1 Introduction

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• What phases are distinguished in the 'so-called' evolution of the marketing paradigm?

  1. Functionalist paradigm; 
     
  2. Marketing management paradigm; 
  3. Exchange paradigm.

• What does the functionalist paradigm entail?

  It describes the institutions of marketing and their different functions.

• What does the marketing management paradigm entail?

  It underlies many marketing processes. Marketing's role expanded from sales and advertising to product development and customer care throughout the entire firm.

• What does the exchange paradigm entail?

  This is where marketing theories are generalised beyond the change of goods, services and money (the initial exchange objectes) towards exchange with customers employees and the public. Its focus lies with inter-firm relationships (relational theories of exchange are a main focus).

• Where do we stand today in the evolution of the marketing paradigm?

  Network paradigm - value creation.

• 2 A paradigm for the third millennium

• What are the three levels in which the developing field of marketing can be explained?

  1. Subphenomena - consumer experiences and sensory systems;
     
  2. Phenomena- marketing networks;
  3. Superphenomena - sustainability and development.

• What is considered to be the substructure in marketing, also referred to as subphenomena, according to this article? It focusses on the human sensory processes.

  This is the theoretically more influential domain of the marketing microcosm, a miniature version of the true representation.  Focusses on the consumption experience.

• What is considered to be the structure in marketing, also referred to as the phenomena? It focuses on marketing networks.

  This process brings production and consumption closer to each other as the focus shifts from horizontal integration to a more vertical integration making products from the best quality towards the product that adds the most value to the consumer.

• What is considered to be the superstructure in marketing, also referred to as the superphenomena?

  The superphenomenal realm (kingdom) of marketing and society (they work together), focusses on Macro domain sustainability and development.

• What do we focus on in the sub phenomenal structure level? As both the fundamental domain of relevant theory and the bases of explanation?

  1. Relevant theory: consumption experience; 
     
  2. Bases of explanation: human sensory processes.