This document provides a review of literature on changing marketing paradigms. It discusses the traditional marketing concept developed by Kotler and Levy in the 1960s, which focused on tangible goods and the 4 Ps. The traditional view is challenged by newer concepts that argue marketing also includes services and is not just goods-dominated. Vargo and Lusch propose enhancing the traditional framework to be more consumer-centric and include marketing of intangible products/services. While the traditional concept still provides a basis, the review concludes it is less relevant today due to changes in technology and markets.

1. Assessment 1 essay.
Review of literature on marketing paradigms
Presented to : Dr. Elizabeth Snuggs
Student Name : Emad Hassan
Student ID 4498104
Course number : BHO6505 Marketing Management

2. Introduction:
Nowadays, as the world changes so rapidly due to globalisation, new technologies and communication,
there has been a shift in the traditional marketing concept. There have been many ideas and concepts
developed about marketing, in particular Kotler and Levy’s marketing concept, which was developed
nearly 60 years ago, that has defined the practice of marketing by professionals worldwide ever since.
Kotler and Levy’s marketing concept differs from previous marketing principles, that they have considered
insights from areas such as economics, social sciences etc. and have applied them to their own concept.
Although, that may seem basic now, it was groundbreaking then. Nevertheless, technology continues to
transform marketing and up to this point, most of the impact has been tactical. It is believed by most
researchers that over the next decade or so there will be a major strategic transformation in marketing
(Hirschman, 1983; Vargo & Lusch, 2004). Many of the current research done in the area of marketing
have looked at developing traditional Marketing Concept as the marketing scene has evolved since then.
Vargo and Lusch (2004) have stated that the traditional marketing concept can be used as a framework
but needs to be further developed.
The Traditional marketing concept developed by Kotler and Levy has been challenged and furthered by
authors such as Vargo & Luscgh (2004), Hirchman (1983). According Vargo and Lusch, although the
traditional marketing concept focuses on both tangible and intangible output of goods based on the 4 Ps,
it is very much a goods dominated idea. Whereas Vargo and Lusch have stated that marketing is not only
goods dominted but also includes services too. Nonethless, the 4 Ps are just a framework and need to be
developed. Also the marketing of tangible as well as intangible products/services are the dominant logic
according to Vargo and Lusch. Also the marketing principles are consumer oriented which differs from
the traditional view where the customer is an operand source and the value of goods is determined by
the producer,(Vargo & Lusch, 2004).
Looking at the Traditional and New marketing principles, the difference between the two are evident in
the past and now. Within the marketing mix of the 4 P’s and 8p’s, the concept of marketing today has an
expanded mix for services. In addition to the 4 Ps (Product and its elements, Price and other user
outlays, Promotion and education and Place and time ) proposed by Kotler & Levy, the 8 P’s covers:
 Process: The actual procedures, mechanisms, and flow of activities by which the
service is delivered – this service delivery and operating systems.
 Physical Environment: The environment in which the service is delivered, and where
the firm and customer interact, and any tangible components that facilitate performance
or communication of the service. (Lovelock, 2007)
 People: All human actors who play a part in service delivery and thus influence the
buyers' perceptions; namely, the firm's personnel, the customer, and other customers in
the service environment. (Lovelock, 2007)
 Productivity and Quality: In what way is your offering a good deal for the customer?
This is less about you as a business improving your own productivity for cost

3. management, and more about how your company passes this onto its customers.
Remember that this always needs to be tied with quality; you supply the best, and use
the best products, procured fairly at the lowest cost. (Mamoun N. Akroush,2011)
These additional points have enhanced the traditional 4 P’s and have allowed for the marketing
concept to be inclusive of various factors that is consumer centric and market driven. (Vargo &
Lusch, 2004)
So according to Kotler & Levy the marketing concept can be used for both tangible and intangible
products, for example- a) Physical product ( soap, toothpaste, TV etc , b) Person : Barack Obama, Movie
star, etc. On the other hand, Hirschman believes that the marketing concept does not cover all areas that
can be marketed. She gives the example of ideologists and artists that cannot be assessed according to
“consumer-to-marketer-to-consumer flow” (Hirschman, 1983) Hirschman further describes the limitations
of the traditional marketing principles and proposes a modified marketing concept that can be applied to
aesthetic and ideological products. Nevertheless, Hirschman’s proposal is very limited and does not
encompass the other areas of marketing. It may be useful when addressing self-centred creative and
ideological products but does not offer an alternative or additional ideas to the traditional marketing
concept. This notion differs from Vargo and Lusch who have proposed a way to furher enhance the
marketing concepts and apply it to the present times.
Conclusion:
Finally, it is evident that the traditional marketing concept, although forms the basis for the present
marketing principles, is not as relevant to our marketing scene as it was in the past due to the changing
times, technologies etc.
References:
Kotler, P., & Levy, S. (1969). Broadening the concept of marketing. Journal of Marketing, 33(January
), 10-15.
Mamoun N. Akroush The 7Ps Classification of the Services Marketing Mix Revisited : Jordan Journal of
Business Administration, Volume 7, No. 1, 2011
Lovelock, C. and Wirtz, J. 2007. Services Marketing: People, Technology, Strategy. 6th Edition.
AMONRAT THOUMRUNGROJE , THE EFFECTS OF GLOBALIZATION ON MARKETING STRATEGY
AND PERFORMANCE : MAY 2004
Vargo, Stephen L. and Lusch, Robert F. (2004a) ‘Evolving to a New Dominant Logic for Marketing’,
Journal of Marketing 68 (January): 1 – 17.
Hirschman, Elizabeth C. (1983) "Aesthetics, ideologies and the limits of the marketing concept," Journal
of Marketing, 47 (Summer), 45-55.