Hint | Answer |
__ marketing: branch of marketing that focuses on customer retention and satisfaction rather than sales | |
(2009) Advocating SDominantL leaves no room for other perspectives (perspectivism). Having multiple perspectives gives multiple ways to approach problems. | |
(2005) Brands can impose materialistic values on children and become defining aspects of them | |
___ allowing in store customers to use ___ to unlock hidden content. User experience. Brand relationship | |
(2005) mass media invites consumers to 'covet certain lifestyle and identity ideals' | |
(1985) GAP model (and SERVQUAL framework) | |
CCT-2: Marketplace cultures - How consumers __ rather than __ culture. Shared ___ consumption practices such as getting tattoos shape culture | |
(2011) its up to parents to educate children to become ‘discerning consumers’ | |
(2012) Kimberley Clark have a management structure that ensure local brands fit a flexible framework. So the brand doesn't mean different things to different regions. | |
(___, ___) Product Life Cycle | |
(1998) Brands are a 'viable relationship partner'. A relationship with love, passion and interdependence. | |
(1997) V young (3) children don't really have preferences but these develop as they get older and children can have as much as a 70% influence on product choice in some categories | |
(2010) Ethnography can reveal unarticulated needs, e.g. writing surface on dialysis machine. | |
(1995) Consumers are not loyal to brands per se but to the images and symbols associated with them | |
___ has followed the beer market by going 'craft'. Meeting the demand for heritage and natural ingredients (health consciousness up) | |
(2007) 'Interrupt and repeat' replaced by 'engagement' | |
(1999) Consumers make decisions on two axes (degrees of emotional investment and of time/energy involvement) | |
_ is a continuing process whereby an individual acquires a personal identity and learns the norms, values, behavior, and social skills appropriate to his or her social position | |
(2012) SDL reflects a culture of 'demateriality' which denies the importance of physical, tangible entities | |
___ embody consumer-centrism. New software is released every week and feedback is invited. New product launches are like festivals. | |
(2015) Features like Spotify discovery might help steer people to the long tail | |
(2009) Nationality is just one source of culture, alongside social class, sex, work, education etc. | |
_-based power: Consumers have more __ which makes them wiser in purchase decisions | |
(1978) Service efficiency is maximised by minimising human involvement | |
(2011) There is a disconnect between marketing education and practice. Academia and education in marketing need to get with the 21st century | |
(2015) 'death of the long tail has been largely exaggerated' | |
CCT-4: Mass-mediated marketplace ideologies - what are the ___ behaviours that media channels impress on ___ and how are they ___?blindly followed or __ against | |
(2011) Adolescents, through the internet, are becoming more involved in production in the marketplace (e.g. YouTube). | |
(2005) Older children (12+, in USA) are more able to understand the abstract nature of brands and their contribution to identities | |
(2014) The rise of big data will give marketing managers more capability to make impactful decisions | |
(2009) V&L view marketing as technology that can be learnt and practiced. This is a logical fallacy that leaves no room for marketing creativity | |
(2009) Marketers should be media neutral | |
(2010) Ethnography can fix the departure between what people say they do and what they actually do. | |
Built a community around gardening, not products | |
(1999) Persuasion lies not in the ad per se but in the ad recipient. | |
(2004) Competition between private labels and national brands should be good for customers but evidence of collusion | |
(2015) Asserts that brands haven't been social with social media. They have focused on one-way output instead of harbouring discussion. | |
(2012) There are a range of cosmopolitanism consumers such as those looking to advance their materialism as opposed to those looking to express politics. As such hard for marketers | |
(1998) We need a pluralistic view of consumer behaviour. Cognitive, behavioural, trait, interpretive and post-modern perspectives | |
(2008) US regualation of advertising for children includes 'separation principle' - clear boundary between show and ad | |
(2007) Advergames usher childrens' minds into a false sense of security | |
(2008) Children do not have fully developed cognitive skills. Under 8 cannot understand advertising agenda | |
(2015) Study the consumption of sexualised luxury brands by Kuwaiti women. The sex appeal of the brands are combined in outfits that symbolise the modesty of the religion. | |
Twitter AMA backfired | |
(2010) Ethnography is expensive and time consuming which limits the sample size. It also suffers the Hawthorne effect. | |
(2013) We need a social strategy distinct from digital strategy | |
Aimark founder | |
(2005) Brand communities can become strong enough to be brand cults. | |
Belk on consumers: they are __ __ and __ beings with __ and __ | |
(2011) Studied Chinese wine consumption and found that it was influenced by 'face and status' | |
(1995) Consumption is an expression of symbolic information about values, lifestyles, desires, fears etc. | |
(2009) Culture and nationality are distinct. Cultures can vary within nations (20 langs India) and be split across borders (Kurds) | |
(2005) Believe that consumers use consumption as a method of seeking solidarity with others and therefore culture is shaped by consumption | |
__ effect: people don't care about forming communities around activities that are not very involved e.g. drinking a soft drink | |
Aimark has examined e.g. key __ of success for __ prodcuts | |
(2013) sit back and relax replaced by get what you pay for | |
(2013) Internet and social media has empowered consumers on an individual level and in terms of networks | |
(2015) Brand communities on social media are useful for troubleshooting and sharing success stories (e.g. Weight watchers) | |
(2002) Purpose of advertising is to acquire 'share of mind' a place in the portfolio of considered options. | |
Controllable factors of CRM receptiveness: __ of __ and added ___ | |
(1999) Ads should persuade. Studies in disagreement are founded on invalid research methods. | |
Culture of consumption: interconnected system of __ produced images, texts etc. that __ use to make collective sense of their __ and to orient lives/experiences | |
(2008) Marketers should leverage the power of interpersonal networks | |
___: A facebook group for exchanging streetwear that became more than that. | |
CCT-1: Consumer identity - relates to how consumers __ with ___ generated materials in order to ___ a sense of ___ | |
(2002) Let us think more about the execution of advertising rather than just content | |
ihiP | |
(1983) Identified a growing global consumer culture which he thought would allow homogeneous international marketing | |
(2001) Growth is rare, differentiation is unsustainable, knowledge grows gradually, advertising is PUBLICITY not persuasion | |
Brand community is a __ __ __ bound __based on a __ set of __ __ among __ of a brand | |
(2009) Customer experience is holistic and service quality is in the eye of the beholder | |
Brand masturbation | |
(2001) Define a 'brand community' as 'a specialized, non‐geographically bound community, based on a structured set of social relationships among admirers of a brand' | |
(1999) Country of origin effect is weak because of the availability of other more important information. | |
(2000) Younger children take information at face value (Sea Monkeys). Can undermine trust in advertising | |
(1995) Subcultures of consumption are everywhere: passion for gardening might affect product, retailer, media choices as well as social interactions. | |
(2014) The boom in big data and all the tools it has given marketers has contributed to a forgetting of the art of marketing. Need to be anthropologists too. | |
(1979) 'we consume meanings' not just objects - (authors) tear open the black box in economics that is preferences | |
Star Trek bound people over the __ ideal. 'These are my kind of people' (interviewed fan club member) | |
(2004) Private labels differentiate between retailers, can have higher margins than big brands and give bargaining power over suppliers through high volume | |
BC examples: Video Game R.L., Yachts, Motorbikes, German Car, Chinese phone | |
(1998) Different communications channels are used for different purposes e.g. TV--> emotional plea | |
(1997) 6-14yos watch 25 hours TV/week and see 20k ads per year. (More now? Internet? Parents should restrict) | |
(2002) Cosmopolitans are of two worlds - global and local. Not a conflict between the two. | |
Company founded by Jan-Benedict Steenkamp to bring marketing academia and CPG industry together | |