Marketing Extends Beyond Human

Journal of Business Research
Marketing Extends Beyond Humans
Vicki G. Mortwitz


This journal is telling about that marketing is an activity that extends beyond humans to other members of the animal kingdom. It reaches this conclusion by identifying the animal behaviour which tells some non-human animals is being in processes to mutually satisfy their needs and wants.
Is marketing something that is limited to humans or do other non-human species also engage in marketing?
Kotler defines marketing is that human activity directed at satisfying needs and wants through an Exchange process. Namely it says marketing is limited to humans and it is done to satisfy needs and wants of the parties involved in the Exchange.
On the other hand some studies research animal behaviour to answer that question do animals satisfy their needs and wants through an Exchange processes namely do animals engage in marketing.
Humans are the members of the biological family of animals known as great apes and hominidae. If exchange occurs in the animal kingdom, the most natural place to look first is among our closest relatives because studies observe exchange among our closest relatives such as chimpanzees. In a study, chimpanzees exchange tubes that had earlier been filled with peanut butter for a food item such as half a banana. They were only observed to give up the tubes when there was human solicitation and social engagement. Another example is about a brown capuchin monkey. A brown capuchin monkey trades food with a human when such a trade gratification involved delayed.
In conclusion marketing is an activity that satisfies needs and wants in the exchange of goods or services and it extends beyond humans. Other members of the animal kingdom engage in marketing.

Beyza Çoktosun
10760175

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