26 CHAPTER 1 INTRODUCINGMARKETING
Sources:IanP.Murphy,"AidedbyResearch, HarleyGoesWholeHog,"TheMarketingNews,December2,1996,
p. 16 ; RichardA.Melcher, "Tune-upTimeforHarley,"BusinessWeek,April8,1996,pp. 90. 94;KellyBatTOn,
"HogWild,"Forbes,May 15 ,2000,pp. 68 - 70.QuestioliS:
1.IdentifythewaysinwhichHarley-Davidsonexhibitsthepropositionsdiscussedinthi~chapter.
2.WouldyouconsiderHarleytobea marketingorganization')Whyorwhynot?References
I. Dictionaryof MarketingTenns,PeterD.Bennett,Ed.,AmericanMar-
ketingAssociation, 1988p.54.
2."ANewRecipefortheFamily Dinner,"Adweek,April 27. 1992,p.46.
3.TheodoreLevitt,"MarketingMyopia," HarvardBusinessReview,
July-August,1960,pp.45-66.
4.ShelbyD. HuntandJohnJ. Burnett, "TheMacromarketingIMicro-
marketingDichotomy:ATaxonomicalModel,"JoumalofMarkel-
ing,Summer. 1982 pp.11-26.