Further Reading & Quotes Flashcards
What paper can you refer to on Porters 5 Forces?
Porter, 2008
Who wrote about the limitations of 4 service characteristics and suggesting a new paradigm?
Lovelock & Gummesson 2004
Who wrote “Marketing Myopia”?
Levitt 1960
What is “Marketing Myopia” about?
The dangers of not defining a market correctly
In Campbell’s 1985 paper, what 3 types of buyer-seller relationship are proposed?
Give their corresponding strategies
Independence > Competitive
Interdependence > Cooperative
Dependence > Command
To what topics can you relate Campbell 1985?
B2B (Understanding Markets and Consumers)
Place (Developing the Marketing mix) - this explains intermediary behaviour
Who writes about buyer-seller relationships?
Campbell 1985
Who writes about decision-making influence in families?
Belch & Willis 2001
What do Belch & Willis (2001) discuss?
They find that women have more influence in family decision-making than they used to
What does Wilson (1998) discuss?
Argues that B2B and B2C should not be treated separately
Suggests a unified model of purchase classifications
Who discusses the unification of B2B and B2C processes?
Wilson 1998
What quote can you give for the definition of a “brand”
“it is the product’s essence, its meaning and its direction… it defines its identity in time and space” Kapferer, 1992
Quote Porter on the use of the 5 forces
It provides “a framework for anticipating and influencing competition (and profitability) over time” Porter, 2008
Quote Levitt on growth industries?
“There is no such thing as a growth industry” Levitt, 1960
