The Provision and Application of Marketized Goods
The present paper presents a new concept: marketized goods. The authors define marketized goods as goods that have marketing functions of delivering information for other goods. By using the concept of marketized goods, the authors classify goods into two categories: marketized goods and non-marketized goods. The present paper argues that marketized goods can be free, or priced at quite lower levels than that of other functionally equivalent goods that have no marketing aspects (non-marketized goods). Through studying the characteristics of public goods and marketized goods, the authors argue that if a public good is supplied jointly with a marketing service, the full and free supply of the public good is possible when the demand for the marketing service is high enough. The concept of marketized goods has a profound implication in marketing theory. The new marketized goods concept exceeds the limits of popular marketing concept. The possibility of marketizing nonmarketized goods to marketized goods is discussed in the paper. The authors argue that the marketization of non-marketized goods to marketized goods will elicit lower price for the marketized goods, and therefore, bring competitive advantages for producers. With this marketized goods concept, the authors propose a two-layer marketing system: marketing in the selling stage and marketing in the production stage. The new two-layer marketing system can be a good tool for business organizations to expand their business in the 21 st century information economy.
Marketized goods Public goods Marketization
LI Yisong WANG Jianguo Yew-Kwang NG
School of Management, Beijing Sports University, P.R. China, 100084 Guanghua School of Management, Beijing Universily, P.R. China, 100871 Faculty of Business and Economics, Monash University, Australia
国际会议
贵阳
英文
256-268
2011-12-17（万方平台首次上网日期，不代表论文的发表时间）