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Marketing mythology includes a story in which the marketing concept is linked to consumer sovereignty and thus transforms a manager's pursuit of profit into consumer benefits. This story jeopardizes marketing education because it omits the element of individual responsibility and makes unrealistic assumptions about markets. Study of the long forgotten historical origins of this story reveals that the underlying concepts are based upon individual responsibility, and make realistic assumptions about markets. Early contributors to marketing and economic thought provide an alternative perspective for marketing education.
Résumé
Un des mythes du marketing consiste ä asservir le concept de marketing ä la toute‐puissance du consommateur et, par lä, ä transformer l'appëtit de profits du gestionnaire en avantages pour le consommateur. Ce mythe comporte un risque pour l'enseignement du marketing parce qu'il omet l'ëlëment de responsabilitë individuelle et conduit ä des suppositions irrëalistes ä propos des marchës. L'ëtude des lointaines origines historiques de ce mythe rëvële au contraire que les concepts de dëpart sont fondës sur la responsabilitë individuelle et mënent ä des hypothëses rëalistes sur les marchës. Les premiers thëoriciencs du marketing et de l'ëconomie offrent un autre point de vue par rapport ä l'enseignement du marketing.
The marketing system is a differentiated subsystem of the society, performing functions necessary if society is to adapt to its material environment. In the performance of these functions, the marketing system has an impact on other social systems, the cultural system, and the material environment. This dual relationship is derived from a modified social systems paradigm.
The elements of an economic system are interdependent, and the structure formed by system interrelationships is crucial to the survival of an economy. Attempts to identify and measure structure are traced from the mid-eighteenth century to the publication of Distribution in a High-Level Economy The first major study including the marketing sector of an economy, Does Distribution Cost Too Much?, does not provide structural inferences because parts of the economic system were omitted, and system inputs were not specified. The often repeated estimate that marketing costs represent 59% of the consumer's dollar is overstated because system output is underestimated. Structural inferences can be developed with data presented in Distribution in a High-Level Economy, using the analytical framework provided by the Leontief input-output table.
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