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 Ps of marketing (developed by Jerome McCarthy in 1960) and the 4 Cs 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 Ps and 4 Cs 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.
