1. Three different marketing theories are in focus:
– marketing mix (4Ps)
– relationship marketing
– SDL (by Lusch & Vargo, 2004)
2. Discussion:
Source-driven industries (as steel and oil) are usually quite old-fashioned and focused onto the ‘goods’ (so steel and oil) while investments banks and insurance companies seem to be more service-orientated.
– Explain WHY it seems to be like this.
– Are investment banks more focused onto customer needs and satisfaction than source-based organizations?
– Is the theory of marketing mix (4Ps) ‘old-fashion’ and not up-to-date? Do you agree or disagree and why?
– Is CRM or SDL the holy grail? Where are the significant differences between? Explain.
3. Write 3 to 4 paragraphs, argue academically, about 300 to 400 words. Use at least three references, you might use the given ones. Use at least one new reference. Your argumentation have to be academic – and supported by at least one good quotation.
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