Publication Date


Document Type


First Advisor

Thistlethwaite, Robert L.

Degree Name

M.S. Ed. (Master of Education)

Legacy Department

Department of Business Education


Clerks (Retail trade); Sales personnel; Stores; Retail; Selling


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.


Includes bibliographical references.


63 pages




Northern Illinois State College

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