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DEFINING MARKETING: A MARKET-ORIENTED APPROACH

Given the range of content available to internet users at effectively zero cost compared with those available to purchase through established social networks, a rational, economic decision would be primarily to use the internet to obtain counterfeit digital goods. However, our data shows this is not the case, suggesting that purely economic approaches to the purchase of counterfeit goods have limited value in explaining consumption patterns. Further, accessing illegal content via the internet offers an element of anonymity to users. While users can be contacted using the social networking features built in to some P2P software xiii and identified through their. | European Journal of Marketing 23 1 Defining Marketing A Market-Oriented Approach 52 by Christian Gronroos Swedish School of Economics Helsinki Traditionally marketing in practice marketing management as it is perceived all over the Western world is based on definitions agreed on in the US and presented in American textbooks. However there are research traditions within at least two sub-areas of marketing emerging in Northern Europe and gradually even spreading over larger parts of the world which do not agree with the scandard views of what marketing is. The purpose of this article is to analyse the recently renewed American definition of marketing and its appropriateness in view of the modem marketing research in Finland and the Scandinavian countries. A definition of marketing which is more geared to the nature of modem marketing research and practice in Northern Europe is put forward. This definition is intended to be more market oriented than the standard definitions of most textbooks on marketing and marketing management. Marketing as a Philosophy The Marketing Concept According to the marketing concept which states what marketing as a philosophy is the firm should base all its activities on the needs and wants of customers in selected target markets. At the same time restrictions due to the surrounding society laws industry agreements norms etc have to be recognised. If this basic philosophy is taken into account by the firm its operations should be successful and profitable. This is also called a market-oriented view in contrast to a production orientation where the firm s activities are geared to existing technology products or production processes. The Marketing Mix Model For a marketer it is easy to adopt the marketing concept as a basis for marketing planning. However marketing as it is supposed to be implemented in practical business situations according to the standard marketing models of our textbooks may not always fit reality as perceived by top .