Knowledge that Transforms

This article is concerned with the formation of a product philosophy. It refers to an earlier article in the JOURNAL OF MARKETING by Walter A. Woods, in which a basic distinction between consumer and product variables was suggested as the point of departure for understanding a certain market. The present author advances the view that such a distinction is not really tenable, and suggests in its place another marketing concept.

As usual, consumers have preceded competitors in recognizing the basic appeals. As the new stores achieve mature strength, they present serious policy problems to established merchants and to manufacturers alike. This article discusses the impact of these stores on the market.