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It describes tire classical schools, tire managerial schools and the behavioral schools of marketing and examines their influence in shaping consumer behavior. Finally, it attempts to forecast the new emerging trends in consumer behavior as a consequence of the emerging adaptive marketing Organizational behavior terms and concepts paper of thought.
The purpose of this paper is to trace the historical dependence and allegiance of consumer behavior on the discipline and practice of marketing. It then attempts to - forecast emerging trends in consumer behavior research and theory as a consequence of new and emerging schools of marketing thought.
Over the years, marketing has shifted its reliance on other disciplines as well as its focus of understanding. This gave way to the managerial schools of marketing thought in which tire focus of attention and understanding shifted to the individual customers while social sciences disciplines continued to dominate marketing thinking.
Eventually, marketing kept its focus on individual customers but began to borrow more and more from the behavioral sciences. This resulted in what I will call as the behavioral schools of marketing thought. More recentlymarketing has begun to shift its attention away from the individual customers and concentrate oil the markets.
In tire process, it is also relying less on the behavioral sciences and more on tire traditional social sciences.
We shall call this emerging trend as adaptive schools of marketing thought. It appears that each marketing era lids motivated specific types of consumer behavior research, and thereby shape its history with respect L o t b e substantive body of knowledge, research methodology as well as theory development.
Figure 1 summarizes the parallels between marketing and consumer behavior. The rest of the paper will enumerate elements of each of the four phases of marketing thought and its impact on consumer behavior.
The Classical schools of marketing are identified as tire commodity school, the functional School, and the institutional School. The commodity school focused on the objects of market transactions, and generated the specialty - shopping - convenience goods trichotany which is still popular in marketing practice.
The functional school focused on the activities inherent in market transactions and generated a classification of functions such as grading, assortment and physical distribution. Finally, tire institutional school focused oil the agents of markets transactions such as wholesalers and retailers which resulted ill channels of distribution and value added services provided by tire middlemen.
Sheth, Gardner and Garrett The classical schools of marketing thought were influenced by concepts of demand theory in microeconomics, spatial markets and trading areas in economic geography, and by metro vs.
This focus oil the aggregate market behavior and reliance on microeconomics, economic geography and economic anthropology resulted in a similar focus and reliance in consumer behavior.
Thus, early history of consumer behavior generated theories, research methods, and substantive knowledge in such areas as Consumption economics necessities vs. There also emerged distinct research traditions.
For example, case studies, market surveys, and tire use of census data became more prevalent as methods of understanding consumer behavior. The managerial schools of marketing thought emerged in the early fifties soon after World War If and tire consequent unprecedented economic boom partly fueled up new product introductions.
Tire managerial schools of marketing thought still relied on the social sciences but borrowed the more recent concepts and methodologies. For example, it eagerly borrowed Concepts and methods of the emerging field of managerial economics Which shifted focus away from demand theory to the theory of the firm, and especially the concepts of monopolistic competition and product differentiation.
Similarly, it latched onto the diffusion of innovations traditions generated in economic anthropology. Finally, it also borrowed heavily from sociology the new and exciting research traditions related to social stratification and household structures.
Rather than focusing on the aggregate market behavior, it became fashionable to study the individual Customers in the market place.
Th i s resulted in such substantive knowledge as opinion leadership, brand loyalty, and demographic segmentation based on socioeconomic status SES index and life cycle stages of households.ABSTRACT - This paper attempts to demonstrate that history of consumer behavior with respect to research methodology, substantive knowledge, and the influence of external disciplines has been highly intertwined with the history of marketing thought.
It describes tire classical schools, tire. To begin with, the basic terms and concepts to be discussed in this paper are organizational behavior, organizational culture, diversity, communication, business ethics and change management.
Each of these terminologies cover distinct yet interrelated features of organizations.
In EA, it is important to distinguish business functions from business processes. A business process is a sequence of activities arranged in a logical flow over time, which both UML and ArchiMate call a behavior.. A business function or role is a logically cohesive group of activities – to be assigned to and performed by organizations or actors..
In TOGAF, functions and roles are seen as. Organizational Behavior Terminology and Concepts Paper Organizational Behavior is the study of individuals and groups in organizations.
It is a multidisciplinary field devoted to understanding individual and group behavior, interpersonal processes, and organizational dynamics .
- Organizational Behavior Terminology and Concepts April 2, Organizational behavior encompasses a wide range of topics, such as human behavior, change, leadership, and teams. Organizational Behavior is the study and application of knowledge about how people, individuals, and groups act in organizations.
Organizational Behavior Concepts and Terms. Introduction As an amateur linguist, I am fascinated by words.
Their origins and meanings help me to better relate to my surroundings and specific concepts.