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    Marketing Theory

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    Hi, here is the past paper for marketing theory, it is not an assignment, i just need this to help me to do the exam revision. Please answer the question in detail. Thank you :).

    Question 1: Describe the 'Interpretive Turn' in marketing. What are its main features and characteristics and how has it influenced marketing studies and practice? How does the 'Interpretive' Paradigm contrast to the 'Marketing Science' paradigm?

    Question 2: Critically discuss and evaluate the 'Marketing Mix'. What are the reasons for its
    development and its dominance within the Marketing Management narrative? Outline the criticism against the 'Marketing Mix' as well as the reasons it remains popular.

    Question 3: Discuss the ethical dimensions of visual representation and how these relate to advertising images.Use the Schroeder and Borgerson (2005) framework to show what 'unethical imagery' means and how it is produced.

    Question 4: Critically discuss 'Adbusting'. What is the rationale behind it and what understanding of the consumer does it indicate?

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    Solution Preview

    In compliance with BrainMass rules this is not a hand in ready assignment but is only guidance.

    1. The interpretive turn in marketing is a new paradigm in marketing research. According to this paradigm marketing action can only be interpreted by contextualizing in the cultural concepts, rules, conventions, and beliefs that give meaning to that action. The main features are that marketing research studies cultural conventions, social practices, regulations, or discursive systems. The main characteristics of the interpretive turn in marketing are that it must capture the specific, individual and collective meanings that these phenomena have among social actors that are studied. It has influenced marketing studies and practices by keeping up with and anticipating continuous change that is taking place in the marketing environment. One example is that ethnography is being fruitfully employed in the context of strategic market development, and branding. The interpretive paradigm contrasts with the marketing science paradigm because interpretive paradigm is a data driven approach which enables marketing practitioners to keep up with and anticipate continuous change that is taking place in the market environment. In contrast the marketing science paradigm is a prescriptive paradigm. The research done according to the marketing science paradigm prescribes marketing strategies, product development, and pricing strategies. The marketing science paradigm relies on models of consumer decision making. The interpretive paradigm broadens the focus of analysis to social psychology and sociology of groups and communities (1). The interpretive paradigm helps marketers get strategic insights into particular cultural and social categories, distinctions, and relationships through which the consumer makes sense. The marketing science paradigm instead focused on the analysis of psychology of individual buyers.
    2. The marketing mix is a set of tools in the hands of the marker that helps him achieve the marketing objectives. The traditional marketing mix was product, price, place, and promotion. Several other Ps have been proposed. For example, after the introduction of digital marketing the Ps proposed are ...

    Solution Summary

    The answer to this problem explains four issues in marketing theory . The references related to the answer are also included.