Publication Date

1956

Document Type

Dissertation/Thesis

First Advisor

Thistlethwaite, Robert L.

Degree Name

M.S. Ed. (Master of Education)

Department

Department of Business Education

LCSH

Clerks (Retail trade)||Sales personnel||Stores, Retail||Selling

Abstract

Marketing, which is often called distribution, makes goods and services more valuable by getting them where they are wanted, when they are wanted, and transferred to those people who want them.1 It has been estimated that marketing consumes more than 50 per cent of the total cost of producing and marketing goods, yet more people and more capital are employed in production.2 The general assumption is that marketing costs are too high and that they should be reduced.3 Operating under the assumption that marketing costs are too high one might begin to look for the cause or causes which give rise to the high costs. Authorities have studied the problem of high marketing costs. Experts in the field of marketing have estimated that wastes in marketing amount to several billion dollars yearly. They say that these wastes may be divided into three classes: (1) those that result from poor management and that could be avoided under existing conditions; (2) those that are unavoidable by individual businessmen under existing conditions; and (3) wastes that result from competition. That some of the high cost of marketing could be eliminated by a reduction in the waste in marketing appears to be well-founded.

Comments

Includes bibliographical references.

Extent

63 pages

Language

eng

Publisher

Northern Illinois State College

Rights Statement

In Copyright

Rights Statement 2

NIU theses are protected by copyright. They may be viewed from Huskie Commons for any purpose, but reproduction or distribution in any format is prohibited without the written permission of the authors.

Media Type

Text

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