Case Studies of Marketing Behaviour

Abstract

The following cases illustrate how marketers combine the management of consumer behaviour-setting scope and reinforcer effectiveness in order to develop and implement an overall strategy. These cases are taken from an earlier work (Foxall 1996a) and have been updated where possible. They are chosen here because, among the many available exemplars of marketing as an operant process, they rely on documentation by other researchers. It must be stressed that marketing is an intersection of the behaviours of managers and consumers: neither group is solely responsible for the behaviour pattern that emerges, because each reinforces the behaviour of the other.