Marketing Essays - Marketing Management an art or a science?
ASSIGNMENT: Is Marketing Management an art or a science?
This essay discusses Marketing Management to establish if it is an art or a science, discussing both and forming a conclusion. I am wary of setting out to prove that it is an ‘absolute’ and will allow the possibility that it is a blend of both, albeit perhaps more one than the other. Science makes a bicycle work, but the skill/art of the cyclist is also necessary.
The business dictionary gives a simple definition of marketing management as the application, tracking and review of a business' marketing resources and activities. Other scholars define it as “The anticipating, management, and satisfaction of demand through the exchange process. It involves goods, services, organization, people, place, and ideas.” (Evans, R. & Berman 2007, p. 7). Marketing Managers are very important to a company because they decide whether a company makes money or not, and more importantly, whether the company could stay competitive and survive.
The dictionary defines science as knowledge gained by observation and experiment, it compiles fact and accuracy. Art however is an intellectual activity, arranging elements in a way that appeals to senses or emotions. Marketers are judged by volume of sales rather than experiments, so I theorize marketing is more art than science. The art is in taking all the bits of data and turning them into a ‘conversation’ with the customer, engaging them in a way that makes the product relevant to them… even if they did not know it.
Levinson ascertains that Thinking in an art-based way facilitates understanding of human activity and philosophy by visualizing the relationship between the self and society on a number of levels, from informal personalized interactions to the interpretation of formalized relationships between individuals and institutions (Levinson 1979 pp. 232-250). Therefore, art is important for an organization to achieve its desired goal.
Marketing management no doubt has some elements of science. Managers need to show logical product information to customers, but use their art to create interest, an impression to facilitate an exchange, and a promise the product will provide a benefit to both parties. (Elliot, Rundle-Thiele, Waller and Paladino 2007 p.10).
Portrait logical information of product is not enough, according to Freeman and Neal, clever marketers can balance all parts of the marketing mix so a harmonious message emerges (Freeman, L. Neal 2005 p.106). If we analyze the structure of a marketing organization, we will find that the majority of people are employed to do routine analysis that feeds the creative few that have flair and are allowed to use their creativity. (cited in a forum discussion).
If two scientists given the same specimens and required to carry out the same test, taking the same precautions will usually arrive at the same answer, the reason the scientists are likely to come to the same conclusion is that the logic of facts will lead them along the same path. The same is actually true of marketing. Considering data gathered in the course of marketing a product, known sales history, demographics, focus groups, advertising viewing and response data. If you give two marketing people that information, they will most likely agree on the market data. As a consumer looking in, you assume the entire process must differ, because the creative message that comes out for two similar products will be different. Marketing is an art where innovation, creativity and extravaganza prevailed. (Vaile 1949, pp. 520-550).
The primary goal of a marketing manager is to create and maintain the right marketing mix to satisfy customer’s needs. The 4P’s is which are Product, Price, Place and Promotion. The majority of marketing practitioners consider the mix as the toolkit of transaction marketing and archetype for operational marketing planning (Gronoroos 1994 p. 347). Considering product, Philip Kotler defines a commodity as a product waiting to be differentiated; the key to a product marketing success according to Kotler is differentiation. Product differentiation makes the product unique and gives it a competitive advantage over existing products. Price is important in the marketing mix; a good pricing should be to attract buyers by creating the positive perception of worth. People do not necessarily have to buy expensive products; but do expect value for their investment. In addition, price has to be viewed in conjunction with cost of products or services sold as well as breakeven points and profit goals. Increasingly, price is very strategic initiative that requires careful consideration and market testing. Place is now diversified from the traditional norm, technology has taken control of place with the invention of online businesses, although technology has changed in the recent years, it has not changed the need for basic requirements like supply chain, warehousing, logistics etc. Promotion is the communication between the suppliers and the buyers. Advertising, public relations are key factors of promotion, it is creating awareness of consumers to the product. (as cited in an online column ‘Revising the Marketing Mix’ http://www.usbusiness-review.com/content/view/1268/, http://www.learnmarketing.net/marketing.htm).
A truly effective marketing mix is a mixture of scientific and artistic exercise. The science is the methodology that develops the mix and its application, by tracking of results, measurement of ROI, a reliable database and an accurate mechanism that gauges response. Art is effective decision-making that results from refinement of the process through ongoing testing.
A scientific approach is an absolute necessity for modern marketing, in terms of measuring and proving success, and to supporting decisions that drive successful marketing. (cited in a parliamentary forum for Media and Marketing Debate 2008).
Marketing managers focuses their strategies on what consumer needs and how to satisfy those needs, making the products available to the consumers at the strategic location and at competitive price.
Marketing Research is the systematic design, collection, interpretation and reporting of information to help marketers to solve specific marketing problem or take advantage of marketing opportunities. (Elliot, Rundle-Thiele, Waller and Paladino 2007 p.87).
Marketing research is very important to an organization; company uses Customers Relationship Management (CRM) systems to manage relationship with their customers, CRM systems provide information to coordinate all of the business processes that deal with customers in sales, marketing and service to optimize revenue, customer satisfaction and customer retention by providing better service to existing customers and increase sales. (Laudon & Laudon 2007 p.87).
The difference between cost and worth is the art of marketing management. Using the I phone as an example, the strategy used to market this product is creativity and massive publicity, that puts them ahead other competitors, the I phone shares similar features with other phones, but people are willing to pay more for the phone either as a fashion statement or just to show off. The “status” attached to the phone is what gives the phone the competitive advantage over other phones. Science and art plays an important role in the success of this product, because the marketers take the information provided by the technology (science) and use their creativity (art) in the advertising of the phone. However, this will not have been possible without a comprehensive Market Research.
During much of the past 50 years, marketing research and knowledge have advanced by borrowing and adapting theories from other disciplines. More recently, marketing scholars have begun to develop theories more specific to markets and customer behavior and have added unique perspectives to those theories borrowed from other disciplines (Nicholas C. Peroff, 1999). ‘Borrowed theories’ help enable marketers focus on leads, and plan their strategies, meeting customers different needs as individuals, groups and age.
CRM (Customer Relationship Management) systems help organizational operations at the managerial level and strategic level. It is easier to make decisions based on the data available; this is where science plays a significant role in marketing management. But looking at it from a consumers point of view, it is how the marketers "showcases" the products that counts and if it meets the customers needs at that point in time. The consumers are the “Alpha and Omega” of marketing, most of the time, customers are do not judge value and cost accurately, as the “catchy” advertisement can influence if they will buy a product.
Corporate Social Responsibility (CSR) is another part of marketing management that needs the artistic advertising influence. Governments worldwide have started putting horrifying pictures of associated health problems on cigarette packs. Organizations that participate in social responsibility are highly favored by the customers. Frame and Bob concluded that the moral justification is outstanding and the business case impressive. (Frame and Bob 2005, p.430). Internet security firms provide various anti-virus soft wares for consumers, they are aware of internet crimes, unsolicited advertisements. (James and Robert 2007 p. 254). But by providing these soft wares, they demonstrate that they know the problems faced by the consumers and offer a ‘solution’. Some of these soft wares are free e.g. AVG, and available to consumers.
My discussion show the effect of both science and art must be recognized, working hand in hand in any organization. In my opinion, I think the question is not, and never was of great materiality. Companies spend great resources on the activity, but do not care about the academic discussion, instead remaining focused on their bottom line. Most Business schools have well established curricula specializing in marketing so reality has decided the matter already.
I conclude that marketing is a “CRAFT”. The emphasis is clearly on profitably. Even the old woman in the market selling coconuts at a profit is a great marketer but hardly an artist or a scientist. Portent Interactive, an internet based marketing company, describes their management “as a craft, not an assembly line. Our marketing team works closely with you as we launch and improve your campaign. Automated tools help us refine what we create, but the human touch is always present” (www.portentinteractive.com).If I must choose between science and art, then marketing if definitely an art.
References
Evans, R. & Berman 2007, Marketing in the 21st Century, 10th Edition, Thomson, United States of America
Frame and Bob 2005, ‘Development in Practice’ Corporate social responsibility: a challenge for the donor community Volume 15, pp. 3-4.
Freeman, L. Neal 2005, ‘Ophthalmology Times’ Extended marketing mix drives service delivery Vol. 30 Issue 20, p106.
Gronroos, C. 1994, ‘QuoVadis, Marketing? Toward a Relationship Marketing Paradigm’, Journal of Marketing Management, Vol. 10 p 347.
James and Robert 2007, ‘Computer currency’ Journal of Consumer Marketing; Vol. 24 Issue 4, pp. 254-255
Kenneth C. Laudon and Jane P. Laudon (2007) ‘Management Information Systems’ Managing the digital firm, Tenth Edition, Pearson, Prentice Hall, New Jersey, ISBN1405872764
Nicholas C. Peroff. 1999, ‘Is Management an Art or a Science?’ Emergence Vol.1 Issue 1, p. 92
Levinson, J. 1979, ‘Defining art historically’, British Journal of Aesthetics, Vol.19, No.3, pp. 232-250.
Pride, W., Elliot, G., Rundle-Thiele, S., Waller, D., Paladino, A. & Ferrell, O., 2007, “Marketing” Core Concepts & Applications, 2nd Edition, John Wiley & Sons, Brisbane
Vaile, R.S. 1949, ‘Towards a Theory of Marketing — A Comment’, Journal of Marketing, 14, April, pp.520-522.
