Professional Contribution Comments/Replies

MAR 6805 – Professional Contribution Comments/Replies

MSM Assignment

Please read the separate Assignment Instructions prior to completing the assignment.

PCA #2 – Distribution Approach to Marketing Exchange

LinkedIn: http://bit.ly/DistApp

For years, marketers relied on tactical tools such as the marketing mix, which was thought to consist of

the 4 P’s of marketing (developed by Jerome McCarthy in 1960) and the 4 C’s of marketing (revised

and popularized by Philip Kotler in the 1990s). While these are useful models by which to view

marketing, viewing marketing as an exchange process suggests that a distribution approach may not

only better capture what marketers are trying achieve, but also provide marketers with stronger tools

for making efficient and effective marketing systems.

In this article, Anthony Miyazaki explains the distribution approach to marketing exchange. As you

read the article, consider how each of the 4 P’s and 4 C’s are captured in this model, and how your

particular business or industry fits into the flows of information, innovation, and compensation, as well

as the accompanying transaction costs.

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