The Marketing Firm
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The Marketing Firm

Economic Psychology of Corporate Behaviour

Kevin J. Vella and Gordon Foxall

This book provides an expert analysis of the theory of the marketing firm by drawing upon operant psychology, economic theory and marketing to argue that all firms exist in order to market. The authors explore the nature of bilateral interdependence and suggest a framework to analyse the collaborative and competitive mutually reinforcing relationships within which the firm acts.
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Appendix 3: Coding Scheme

Kevin J. Vella and Gordon Foxall


The coding scheme revolves around the three main relationships of interest, Manufacturer↔Distributor, Manufacturer↔Retailer and Manufacturer ↔Rival. The coding reflects (a) the dyadic aspect of the relationships, (b) the four elements of the marketing mix, (c) a programme designed to strengthen approach and weaken avoidance, (d) the use of reinforcement and punishment for these behaviours, (e) a classification of stimuli according to operant theory, (f) whether each stimulus is used to qualify the setting or to manage reinforcement and (g) whether the exposure to the contingencies is direct, or indirect through a rule imposed by one party or implied in the managerial behaviour setting of the other. So, for example, the tag ‘Manufacturer → Avoidance → Price → Punishers → Negative → Reinforcement → Management → Informational → Distributor Rule’ refers to ‘Manufacturer deployed stimuli to weaken avoidance by removing negative (pricing) punishers that signal informational reinforcement. Exposure to the contingencies is indirect through a rule in the distributor managerial behaviour setting.’ The intuitive tags are not abbreviated purposely to allow very rapid coding of the text. 136 M2706 - VELLA PRINT.indd 136 31/08/2011 14:01 Code Description and rule M2706 - VELLA PRINT.indd 137 Manufacturer↔Distributor relationships (manufacturer-deployed stimuli) Strengthening distributor approach (through reinforcement) Price Manufacturer→Approach→Price→Reinforcers→Positive→ Scope Management→Setting→Direct Exposure to Contingency Manufacturer→Approach→Price→Reinforcers→Positive→ Scope Management→Setting→Manufacturer Rule 137 Manufacturer-deployed stimuli to strengthen approach by presenting positive (Price) reinforcers that have an impact on the setting. Exposure to the contingencies is direct. Manufacturer-deployed stimuli to strengthen approach...

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