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Can you name the Marketing FHS?

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(1995) Consumers value relationships with companies in order to simplify choices and purchasing tasks and for psychological comfort
Twitter AMA backfired
(2003) They found few companies that were sufficiently good at acquiring and using customer data for marketing decisions.
(2013) Despite a wealth of quantitative consumer data from surveys, online data, etc, such methods cannot provide a culture-sensitive understanding of local consumers
(1972) We should treat services like manufacturing
(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.
(2006) The internet unlocks supply side advantages that in turn unlock the Long Tail
___ innovated with VR in Westfield. Execution wasn't perfect.
Simple version of service dominant logic: TV and setup
Behavioural perspective of consumer theory looks at how ___ cues in the environment affect consumption behaviour
Trait perspective of consumer theory tries to explain consumer behaviour as being caused by ___ ____
Only market food to children 6-12 if it meets their nutrition guidelines.
(2013) Successful social strategies need to help users improve their relationships and then do free work (e.g. PT6).
__ identified that their teenage customers were interested in writing books and so incorporated this into the structure of their online community
(2012) SDL reflects a culture of 'demateriality' which denies the importance of physical, tangible entities
(1997) 6-14yos watch 25 hours TV/week and see 20k ads per year. (More now? Internet? Parents should restrict)
(2004) Private labels differentiate between retailers, can have higher margins than big brands and give bargaining power over suppliers through high volume
(2008) Children do not have fully developed cognitive skills. Under 8 cannot understand advertising agenda
Example of customer retention: __ review your purchase
(2012) Materialism in advertising teaches children that consumption can help them cope with low life satisfaction – the opposite effect is found in adults
Solution 2 to bad academia: Make research more ___. This will also increase the respect for the subject
Culture of consumption: interconnected system of __ produced images, texts etc. that __ use to make collective sense of their __ and to orient lives/experiences
Interpretive perspective of consumer theory tries to examine consumer behaviour on the ____ level
Aimark: the centre for _ _ _ _
iHip
(2012) Cultures that reject consumerism (materialism) can paradoxically become consumer segments with their own consumption patterns that can be marketed to (e.g. green marketing)
Example of a brand that can avoid coca cola effect by being REPRESENTATTIVE
(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
The concept that humans have evolved to prefer tribal social structures rather than mass society.
_ is a non-profit 'cooperation between the academic and business world'. The focus is to use knowledge innovation to support marketing in the FMCG industry.
__ effect: people don't care about forming communities around activities that are not very involved e.g. drinking a soft drink
(2009) The added value of brand communities stems from their network structure which creates and propagates the brand. Transcends the firm-consumer dyad.
(2011) respond to criticism of SDL by arguing that it is a body of work rather than just one article. New paths are necessary in academia in order for growth and transformation.
Brand masturbation
(2009) Services are ill-defined in SDL. V+L focus on activities in order to be all-encompassing (across goods and services) but services have functions which is neglected.
(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.
(1985) GAP model (and SERVQUAL framework)
(2010) Ethnography can fix the departure between what people say they do and what they actually do.
(2005) Believe that consumers use consumption as a method of seeking solidarity with others and therefore culture is shaped by consumption
(2002) Let us think more about the execution of advertising rather than just content
(1990) Skeptical that we can operationalise the concept of culture in non trivial ways
(2001) Success is defined differently for marketers and followers of brands
(2001) BC members feel a moral responsibility to each other - e.g. The Basement
(2015) Brand communities on social media are useful for troubleshooting and sharing success stories (e.g. Weight watchers)
(1990) Situations where strong theory is appropriate (radical change in markets) are rare
Oreo's blackout ad 'won' the Superbowl. Or did it? Only about ___ views. Budweiser TV ad got 50m.
(2015) Consumers have not abandoned their national identities and taken up global identities because of globalisation. National-oriented consumers PREFER domestic products.
(2015) Asserts that brands haven't been social with social media. They have focused on one-way output instead of harbouring discussion.
ihIp
This country banned the use of celebs/cartoon characters to advertise products to children
(2013) Internet and social media has empowered consumers on an individual level and in terms of networks
(2000) AIDA is unrealistic. ATR is better. People don't purchase because of manipulation but because products work
Brand community is a __ __ __ bound __based on a __ set of __ __ among __ of a brand
(2009) 4 challenges of marcomms: proliferation of channels, decline of old media, risen consumer power (e.g. switch tabs), ad blindness
(2014) Brand communities are distinct because they form around symbols (as opposed to symbols forming around the community).
__ allowed off topic discussion on their community which increased its use and community feel which resulted in more discussion on key issues
(2012) Ethnography has helped develop an understanding of brand communities, how they form and what they contribute in terms of loyalty, creativity and profitability
(2005) mass media invites consumers to 'covet certain lifestyle and identity ideals'
(2009) Advocating SDominantL leaves no room for other perspectives (perspectivism). Having multiple perspectives gives multiple ways to approach problems.
(2004) Outline 'Service Dominant Logic' which sees customers as a vital component of value creation
Non-controllable factors of CRM receptiveness: __ concerns and __ frequency
(2007) Advergames usher childrens' minds into a false sense of security
(2009) Argues that the pursuit of science at the expense of theory and practical relevance has damaged marketing's reputation.
___ has followed the beer market by going 'craft'. Meeting the demand for heritage and natural ingredients (health consciousness up)
(2009) Criticise Service Dominant Logic as 'neither logically sound nor a perspective to displace others'
(2002) Find an increase in the dollar market share of private labels in 86% of retailers' product categories
(2004) Some argue that advertising does children good by helping them become socialised to a modern world of consumption.
A measure of consumer behaviour that assesses the goodness of word of mouth (sentiment) about a brand/product
(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
Most brand communities fail.
_-based power: the power of large groups/communities (an aggregation of the other powers)
(1994) Studied cultural values in IBM employees around the world and found distinct differences by Nationality (such as masculinity)
(1999) Consumers make decisions on two axes (degrees of emotional investment and of time/energy involvement)
(2004) 'Private labels have unique competitive tools to constrain national brands.
(2011) Studied Chinese wine consumption and found that it was influenced by 'face and status'
Extreme version of service-dominant logic: Australian restaurant where you pay what you think is right.
Aimark has examined e.g. key __ of success for __ prodcuts
(2009) Cosmopolitanism is hard to measure which has held back research relating to consumption
BC examples: Video Game R.L., Yachts, Motorbikes, German Car, Chinese phone
(2002) Cosmopolitans are of two worlds - global and local. Not a conflict between the two.
(2011) The long tail works through lowered search costs (e.g. recommendation) not just more choice
A brand reinvigorates itself by stripping back some expected features and including surprising but effective features (Google, Snapchat)
(2008) Regulation for children hasn't spread to the internet.
(2008) The connection between consumer behaviour and company growth is complex and cannot be contained by one variable
(2005) Studied car clubs. Value of BCs is ability to disseminate info quickly, produce feedback and enable engagement with high loyalty consumers.
HintAnswer
(2009) Academics are RELUCTANT to consider practical problems. In dominant paradigm they start from hypotheses instead of from actual problems.
(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
(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
(1995) Consumers are complex, emotional and connected beings with cultures and identities
(2007) 'Interrupt and repeat' replaced by 'engagement'
(2014) In non-brand communities, brands are incidental rather than defining
(2011) There is a disconnect between marketing education and practice. Academia and education in marketing need to get with the 21st century
(2004) The Service Dominant Logic is based on the idea that operANT resources are superior to operAND.
(2001) Growth is rare, differentiation is unsustainable, knowledge grows gradually, advertising is PUBLICITY not persuasion
(2008) Marketers should leverage the power of interpersonal networks
(2012) Any intangible idea (even the pure microprocessor) is rooted in physical entities. There can be no services without goods.
(2013) Advocates an anthropological view of consumers to develop a true understanding of social and cultural meaning
Members of the __ __ community helped co-design branded clothing and accessories
(2011) its up to parents to educate children to become ‘discerning consumers’
(2006) Retailers looking to exploit the Long Tail must focus on desigining effective active and passive search systems
_ 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
(1995) Consumers are not loyal to brands per se but to the images and symbols associated with them
(2011) Adolescents, through the internet, are becoming more involved in production in the marketplace (e.g. YouTube).
(2002) Purpose of advertising is to acquire 'share of mind' a place in the portfolio of considered options.
Magpie profession: 8% of marketing spend is on social media but 50% of marketing articles (in Australia) talk about it
__ Experiment: Power of peer pressure
(2001) Used both online and offline settings to ethnographically research Star Trek
(1998) Different communications channels are used for different purposes e.g. TV--> emotional plea
(2013) Found that social media are good at specific targeting and engaging with numerous segments in a differentiated way.
(2009) Cosmopolitan consumers are open-minded, appreciate diveristy and seek it out through varied and exotic consumption practices
(2011) Social media i.e. Twitter has use pre-purchase (research), purchase (marcomms) and post purchase (service)
(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'
Openly admitted to exploiting the receptiveness and pestering of children in marketing communications
(2015) It's incorrect to think of national and global identity as a case of 'either or'
(1997) Product managers are often so blind to the consumer's view that they don't even consider their own experience as a consumer
(2015) Features like Spotify discovery might help steer people to the long tail
The metric we should care about is time spent reading an article, not the number of clicks.
(2001) The shared rituals within a BC contribute to a shared experience of the brand
(2001) Fans are devoted, loyal consumers who invest more of themselves in their consumption and. therefore, who expect more from it
(2009) Strong brands are created by using communications to build brands in the memory: to persuade, inform, remind
(2009) Nationality is just one source of culture, alongside social class, sex, work, education etc.
Brands by definition are not welcome on Twitter
(2014) Anta shoes, 'Forge yourself' permeates everything. Inconsistent and confusing brand ideas alienate the community.
CCT-1: Consumer identity - relates to how consumers __ with ___ generated materials in order to ___ a sense of ___
(2003) Core aspects of a brand should be harmonised across different regions but with room for flexibility elsewhere
(2014) Test for BC: Would the community follow the brand in a new direction. Apple watch? Yes. LFC tennis squad? No.
(2014) Brand communities possess the stability of the constant brand symbol. Not dependent on the specific social group.
(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.
(1994) Commitment and trust are fundamental to the success of marketing relationships.
(2012) By placing operANT resources as primary to operAND resources, a neglection of their complex interrelationship is made
(2007) Describes the evolution in marketing thought from 'to market' to 'marketing to' to 'marketing with'
_-based power: consumer power through connecting with content on social media e.g. empowering in terms of influencing others
(2016) Cosmos are subject to rapid changes in tastes and experiences which can mean they are early adopters.
Consumers overwhelmed by choice
Controllable factors of CRM receptiveness: __ of __ and added ___
Product life cycle: M__ __, G__, M__, D___
(1999) Ads should persuade. Studies in disagreement are founded on invalid research methods.
(1995) Ethnography can reveal how individuals do not fit the stereotypes we might give them if we used survey or census data. (e.g. Chuck\Carlos)
(2005) Brands can impose materialistic values on children and become defining aspects of them
Poor attempt at brand community because it's not a high involvement product
(1993) The academic development of services marketing was a response to demand from practitioners and involved collaborations.
Consumers too lazy to explore the long tail
(2012) The internet has to some extent replaced adults as a socializer of children – e.g. seeking out advice from peers on reddit/yahoo answers rather than parents.
(2000) Younger children take information at face value (Sea Monkeys). Can undermine trust in advertising
Built a community around gardening, not products
(2005) Brand communities can become strong enough to be brand cults.
(1978) Service efficiency is maximised by minimising human involvement
BC __ was created by __ to give girls a space to talk about periods - not just products
Have fostered a community on social media by creating a 'sense of belonging' and by aiming to become a part of the overall sport experience of consumers
(2011) Consumption is central to the adolescent experience, influencing their values, motivation, and attitudes, and ultimately shaping their path toward adulthood
(___, ___) Product Life Cycle
(2009) Mother-child (but not father-child) communication had a significant effect on adolescent consumption habits.
(2001) BC members feel connections with other members but distance from outsiders.
(2004) Brand mythology: tell a story and become an icon e.g. Monster energy and tattoos
CCT-3: Sociohistoric patterning of consumption - Analyses how __ ___ such as class affect consumption behaviour
(2009) Not enough theory has considered HOW market segments should be used
(2004) Describes how the internet will unock the Long Tail and that retailers will 'make everything available'
_-based power: Consumers have more __ which makes them wiser in purchase decisions
(1998) Services CAN be conceptualised in a manufacturing framework (e.g. McDonald's)
(2012) Nordic school - services should have their own theories, not just be forced into manufacturing mindset
Post-modern perspective of consumer theory argues for a ____ view of consumer behaviour
(2013) Conceptualise the 'marketing science value chain': academics produce knowledge, this is converted into tools, tools are applied in practice.
(2013) Facebook BCs are more popular when driven by the community itself.
___: A facebook group for exchanging streetwear that became more than that.
__ marketing: branch of marketing that focuses on customer retention and satisfaction rather than sales
(1979) 'we consume meanings' not just objects - (authors) tear open the black box in economics that is preferences
(2011) Consumers may actively avoid CRM. Receptiveness depends on controllable and non-controllable factors
(1999) Debatable whether it is valid that the relationship concept uses normal interpersonal relationships as an analogy for firm-co. relationships
(2015) Co-creation is bad when service fails (e.g. Ikea) negative satisfaction is intensified
HintAnswer
(2012) Would advise managers to avoid Western culture centrism
(2008) Agrees that Long Tail alters the game but believes that internet may reinforce network effects that make block buster strategy effective
(2011) Argued that repeated exposure can affect childrens' food preferences - could be used for good
(1977) Intangibility makes service fundamentally different to goods
(2005) Service innovation has an organisational change orientation
(1995) Consumption is an expression of symbolic information about values, lifestyles, desires, fears etc.
(2010) Belives that the sharing behaviour is crucial but overlooked. Internet has accenuated this
A brand finds a new market for something in a sneaky way (Football Index)
(2004) Retailers fail to acknowledge children as consumers in their own right and encourage them to pester parents
(2009) Customer experience is holistic and service quality is in the eye of the beholder
(2003) Three areas for future of services: nature of services, scope and how they create value
(1995) Products are chosen for more than practical purposes - consumption is not just economical: it is a cultural ritual
Solution 1 to bad academia: Challenge the ___ looking mindset of academics
(1998) We need a pluralistic view of consumer behaviour. Cognitive, behavioural, trait, interpretive and post-modern perspectives
CCT-2: Marketplace cultures - How consumers __ rather than __ culture. Shared ___ consumption practices such as getting tattoos shape culture
ihiP
(2009) Marketers should be media neutral
(1994) 5 dimensions of national culture difference (Hofstede): P_ _, I_ ,M_,U_ _, S__
Star Trek bound people over the __ ideal. 'These are my kind of people' (interviewed fan club member)
Ihip
(1999) Persuasion lies not in the ad per se but in the ad recipient.
(2009) Brands communities can only be encouraged by ceding control of the brand and its network to customers
AIDA
___ separates itself in the streaming market by avoiding 'exclusives' (e.g. T Swift) and pursuing data-driven personalisation (Discover Weekly). Service-focused.
_-based power: The internet has given consumers power through the range of ways that they can demand things.
(2005) BCs are more useful for customer retention then customer acquisition
(2002) Suggests that value differences can be caused by differences in age, sex and upbringing
(1991) Service: 'act that one offers to another. Essentially intangible. Does not result in ownership of something'
Website garnered 70,000 suggestions for improvement - 50 implemented
(2009) Internationlal openness and freedom of information exchange has contributed to global convergence in consumption patterns
Created a community for design engineers BASED AROUND design engineering. Attracted customers AND competitors' customers.
(1988) Consumers interact with marketing materials to 'forge a coherent if diversified and often fragmented sense of self'
(2006) There are ethical questions with regards to using children in market research
(1994) Customers have price references on two axes - time and context (past price of product vs. current lowest priced competitor
(2014) The rise of big data will give marketing managers more capability to make impactful decisions
Aimark founder
(2001) Subcultures provide influential meanings and practices that structure consumers' identities, actions and relationships.
1/4 of the books on the __ top 100 list are independently published (long tail).
(2009) Market research processes can be achieved through crowdsourcing. E.g. Walkers create a product
A brand reinvents itself by recategorising itself (Subway healthy)
___ allowing in store customers to use ___ to unlock hidden content. User experience. Brand relationship
The popular brand of the basement group
(1962) country of origin effect – coo of a product forms part of evaluation of the product by consumers.
(2003) Brands become icons when they create strong links to culture and can help people navigate harsh realities
(2009) Culture and nationality are distinct. Cultures can vary within nations (20 langs India) and be split across borders (Kurds)
(1994) Define 'culture' as 'collective programming of the mind' making certain groups distinct from each other
(2005) Brand communities often form around support for an underdog (i.e. products that are non-mainstream)
(2003) Strong relationships form because consumers identify with a co. in order to meet a need or contribute to a sense of self
(1995) Subcultures of consumption are everywhere: passion for gardening might affect product, retailer, media choices as well as social interactions.
(1962) SDL is essentially a paradigm shift, the father of whom is?
ATR
(2015) Children as socialised as consumers in positive and negative ways by siblings.
(2002) Customer segmentation conflicts with relationship marketing that emphasises the need to focus on individualisation of customers
(2013) sit back and relax replaced by get what you pay for
Transends national identity - is common to the whole world. Global identity.
Cognitive perspective of consumer theory assumes consumers make decisions by processing information _
(2004) Some retailers actively exploit pester power e.g. through store placements.
(1985) Consumption doesn't occur in a vacuum. Culture is the context.
(1999) Country of origin effect is weak because of the availability of other more important information.
(2010) Ethnography can reveal unarticulated needs, e.g. writing surface on dialysis machine.
(2010) Ethnography is expensive and time consuming which limits the sample size. It also suffers the Hawthorne effect.
(1998) Brands are a 'viable relationship partner'. A relationship with love, passion and interdependence.
(1996) BCs are an indirect product of globalisation. They have replaced traditional local communities (with cultures) which were replaced by a 'ceaseless quest for personal dist..'
(2012) Ethnography is better than surveys because it can reveal things that the surveyor didn't think to ask
(1995) Brands can have multiple subgroups centred around them with different consumption values: e.g. lesbian bikers, alcoholic bikers
(2013) Rivalry (Holden vs Ford) (PS vs Xbox) can strengthen brand community
(2005) Older children (12+, in USA) are more able to understand the abstract nature of brands and their contribution to identities
Belk on consumers: they are __ __ and __ beings with __ and __
___ embody consumer-centrism. New software is released every week and feedback is invited. New product launches are like festivals.
(2005) Describes 3 ways that brands can break out of the typical Levittian life cycle
(2004) Treating services as distinct and using IHIP is meaningless from a customer orientation
(2004) Competition between private labels and national brands should be good for customers but evidence of collusion
(2005) Outlined the 4 areas of CCT research
(2013) Managers can use ethnographic storytelling to help an organisation understand its complex consumers.
(2005) Innovation in services involves collaboration with customers and suppliers.
(2012) Price satisfaction is more important than service quality
Company set up by Pirate Bay + AdBlock designed to pay for content based on how much it is frequented - attempt to displace advertising
___ had to change the way they engaged in the Chinese market due to cultural difference. Rebelliousness (impossible is nothing) wasn't something they could market to that market.
(2013) We need a social strategy distinct from digital strategy
(2008) US regualation of advertising for children includes 'separation principle' - clear boundary between show and ad
Brand communities contain __ who can be utilised to form relationships
(1983) Identified a growing global consumer culture which he thought would allow homogeneous international marketing
Company founded by Jan-Benedict Steenkamp to bring marketing academia and CPG industry together
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