Question

What did Kotler and Levy (’69) propose, briefly?  What was their concept of the meaning of marketing and applications of the marketing concept?  Why did Luck object?  Which argument “won out?”

Answer 1

Kotler and Levy (1969) in their article 'broadening the concept of marketing' stated that marketing is a persuasive social activity that goes beyond the commercial marketing. The process involves involves exchange and building of relationships. The concept of marketing can move beyond the limits of commercial marketing that merely involves the marketing of products like toothpaste , soap etc.In addition to this , Kotler and levy stated that marketing is very broad and cannot be confined to the promotion of a political contestant or soap. Further, the concept of marketing goes beyond the process of economic exchange.

However , David luck strictly argued with the Kotler and levy's view and stated that it is just imaginative. According to him, marketing cannot play a role in social activity because the business owners have a profit motive and their involvement in social activity will develop a feeling of guilt among them. In addition to this David luck stated that making business activities can't be socially beneficial. Therefore , there is no reason to distort the concept o marketing.  

The concept given by Kotler and Levy won out because the concept of marketing has extended to new areas by crossing all limits and boundaries. The concept of marketing has extended to non profit marketing, cause related marketing and relationship marketing. The role of marketing begins prior to the business activity as marketing is related to the status of the customer.The customer has become the king of the socioeconomic world and all the business activities are executed under the light of customer relationship.