Marketing Exchange Relationships, Transactions, and Their Media

By Franklin S. Houston | Go to book overview

7
The Spatial Dimension

INTRODUCTION
Spatial marketing involves the concepts of placement and movement - of both marketer activities and consumers. To date, the spatial dimension has been a central one in marketing due to the wide range of activities affected by its related elements of distance, cost, and time. However, the way we think of these three elements is changing dramatically, which means that spatial marketing is undergoing a period of rapid, potentially fundamental change as well. Advances in technology are making it increasingly possible for consumers at any location to have access to products and services quickly, effectively, and inexpensively without the need physically to patronize the traditional network of distribution and retail centers. And along with these abilities are likely to come significant changes in consumer wants, needs, and expectations about marketers as well. The impact of these forces on the future of spatial marketing is not yet known, but they make the subject a very important one for exploration and analysis. The major issues appear to be
- Are the constructs, assumptions, and insights of spatial marketing robust enough for a world capable of accessing computerized information, on-line shopping, and just-in-time or even electronic delivery, or is spatial marketing as we know it so context dependent that its basic tenets only apply to a world of shopping trips, driving time, billboards, and malls?
- What will the impact of the emerging emphasis on customer-marketer exchange relationships be on spatial marketing? Are spatial marketing and exchange thinking compatible, and can their union provide insights for marketing as it tries to prepare for the technological, social, and economic changes of the coming decades?

-99-

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Marketing Exchange Relationships, Transactions, and Their Media
Table of contents

Table of contents

  • Title Page iii
  • Contents v
  • Introduction ix
  • Note xiii
  • 1: The Marketing Taxonomy 1
  • Notes 10
  • 2: Comments on Extending the Domain of the Marketing Discipline 11
  • Conclusions 27
  • 3: Reciprocity within a Community 35
  • Concluding Comments 43
  • 4: Exchange as a Vital and Fundamental Consumer Behavior Phenomenon 45
  • Conclusion 54
  • Notes 54
  • Notes 57
  • 5: Refinements in the Model of Internal/External Market Exchange 59
  • Note 76
  • 6: Time, Potency, and Exchange: Making the Most of the Time Resource 77
  • Summary 98
  • 7: The Spatial Dimension 99
  • Summary 113
  • AFTERWORD 115
  • 8: The Evaluation Process and Its Impact on Decision Making in Exchange Relationships 117
  • Note 139
  • 9: How Exchange for Resale Differs from Exchange for Consumption 141
  • Conclusion 151
  • 10: Inequitable or Incomplete Social Marketing: The Case of Higher Education 153
  • Concluding Observations 162
  • Supplemental Reading 163
  • 11: Externalities of Exchange: Foundations for Future Study 167
  • Note 186
  • 12: Exchange: Ethical and Legal Foundations 189
  • Conclusion 210
  • Note 210
  • 13: An Examination of Exchange Media from an Historical Perspective 213
  • Note 224
  • 14: Some Ingestible and Other Types of Consumable Currencies 225
  • Conclusion 235
  • Notes 236
  • 15: The Changing Role of Legal Tender: An Historical Perspective 239
  • Conclusion 244
  • Notes 245
  • 16: Means of Payment in Marketing 247
  • Summary 264
  • Notes 265
  • Bibliography 267
  • Index 303
  • About the Contributors 315
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