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Flashcards in Further Reading & Quotes Deck (14):
1

What paper can you refer to on Porters 5 Forces?

Porter, 2008

2

Who wrote about the limitations of 4 service characteristics and suggesting a new paradigm?

Lovelock & Gummesson 2004

3

Who wrote "Marketing Myopia"?

Levitt 1960

4

What is "Marketing Myopia" about?

The dangers of not defining a market correctly

5

In Campbell's 1985 paper, what 3 types of buyer-seller relationship are proposed?

Give their corresponding strategies

Independence > Competitive

Interdependence > Cooperative

Dependence > Command

6

To what topics can you relate Campbell 1985?

B2B (Understanding Markets and Consumers)

Place (Developing the Marketing mix) - this explains intermediary behaviour

7

Who writes about buyer-seller relationships?

Campbell 1985

8

Who writes about decision-making influence in families?

Belch & Willis 2001

9

What do Belch & Willis (2001) discuss?

They find that women have more influence in family decision-making than they used to

10

What does Wilson (1998) discuss?

Argues that B2B and B2C should not be treated separately

Suggests a unified model of purchase classifications

11

Who discusses the unification of B2B and B2C processes?

Wilson 1998

12

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

13

Quote Porter on the use of the 5 forces

It provides "a framework for anticipating and influencing competition (and profitability) over time" Porter, 2008

14

Quote Levitt on growth industries?

"There is no such thing as a growth industry" Levitt, 1960