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Marketing FHS 2

Can you name the Marketing FHS?

By Toby404
Last Updated
Feb 16, 2017
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) Services CAN be conceptualised in a manufacturing framework (e.g. McDonald's)
() Facebook BCs are more popular when driven by the community itself.
Company founded by Jan-Benedict Steenkamp to bring marketing academia and CPG industry together
() Success is defined differently for marketers and followers of brands
A brand reinvigorates itself by stripping back some expected features and including surprising but effective features (Google, Snapchat)
___ allowing in store customers to use ___ to unlock hidden content. User experience. Brand relationship
Solution 1 to bad academia: Challenge the ___ looking mindset of academics
() Private labels differentiate between retailers, can have higher margins than big brands and give bargaining power over suppliers through high volume
() Cultures that reject consumerism (materialism) can paradoxically become consumer segments with their own consumption patterns that can be marketed to (e.g. green marketing)
The concept that humans have evolved to prefer tribal social structures rather than mass society.
() Competition between private labels and national brands should be good for customers but evidence of collusion
() 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)
) Service: 'act that one offers to another. Essentially intangible. Does not result in ownership of something'
BC examples: Video Game R.L., Yachts, Motorbikes, German Car, Chinese phone
CCT-1: Consumer identity - relates to how consumers __ with ___ generated materials in order to ___ a sense of ___
SDL is essentially a paradigm shift, the father of whom is?
Company set up by Pirate Bay + AdBlock designed to pay for content based on how much it is frequented - attempt to displace advertising
Brands are a 'viable relationship partner'. A relationship with love, passion and interdependence.
() mass media invites consumers to 'covet certain lifestyle and identity ideals'
___ separates itself in the streaming market by avoiding 'exclusives' (e.g. T Swift) and pursuing data-driven personalisation (Discover Weekly). Service-focused.
() 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
Product life cycle: M__ __, G__, M__, D___
_-based power: consumer power through connecting with content on social media e.g. empowering in terms of influencing others
() Subcultures of consumption are everywhere: passion for gardening might affect product, retailer, media choices as well as social interactions.
) They found few companies that were sufficiently good at acquiring and using customer data for marketing decisions.
() Describes 3 ways that brands can break out of the typical Levittian life cycle
_-based power: the power of large groups/communities (an aggregation of the other powers)
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.
() Studied car clubs. Value of BCs is ability to disseminate info quickly, produce feedback and enable engagement with high loyalty consumers.
() Consumption is central to the adolescent experience, influencing their values, motivation, and attitudes, and ultimately shaping their path toward adulthood
___ embody consumer-centrism. New software is released every week and feedback is invited. New product launches are like festivals.
() Brands can impose materialistic values on children and become defining aspects of them
() Consumers interact with marketing materials to 'forge a coherent if diversified and often fragmented sense of self'
() Retailers looking to exploit the Long Tail must focus on desigining effective active and passive search systems
() Agrees that Long Tail alters the game but believes that internet may reinforce network effects that make block buster strategy effective
() Ethnography is expensive and time consuming which limits the sample size. It also suffers the Hawthorne effect.
A brand reinvents itself by recategorising itself (Subway healthy)
() Mother-child (but not father-child) communication had a significant effect on adolescent consumption habits.
() We need a pluralistic view of consumer behaviour. Cognitive, behavioural, trait, interpretive and post-modern perspectives
() The internet unlocks supply side advantages that in turn unlock the Long Tail
() Children as socialised as consumers in positive and negative ways by siblings.
The metric we should care about is time spent reading an article, not the number of clicks.
() Product managers are often so blind to the consumer's view that they don't even consider their own experience as a consumer
() Core aspects of a brand should be harmonised across different regions but with room for flexibility elsewhere
) Customer segmentation conflicts with relationship marketing that emphasises the need to focus on individualisation of customers
() Consumers value relationships with companies in order to simplify choices and purchasing tasks and for psychological comfort
() Brand communities on social media are useful for troubleshooting and sharing success stories (e.g. Weight watchers)
CCT-4: Mass-mediated marketplace ideologies - what are the ___ behaviours that media channels impress on ___ and how are they ___?blindly followed or __ against
() Adolescents, through the internet, are becoming more involved in production in the marketplace (e.g. YouTube).
) Strong brands are created by using communications to build brands in the memory: to persuade, inform, remind
() Cosmos are subject to rapid changes in tastes and experiences which can mean they are early adopters.
A brand finds a new market for something in a sneaky way (Football Index)
Ihip
() The added value of brand communities stems from their network structure which creates and propagates the brand. Transcends the firm-consumer dyad.
The Service Dominant Logic is based on the idea that operANT resources are superior to operAND.
() Advocates an anthropological view of consumers to develop a true understanding of social and cultural meaning
() The shared rituals within a BC contribute to a shared experience of the brand
ihIp
() Older children (12+, in USA) are more able to understand the abstract nature of brands and their contribution to identities
() Find an increase in the dollar market share of private labels in 86% of retailers' product categories
Solution 2 to bad academia: Make research more ___. This will also increase the respect for the subject
) Some retailers actively exploit pester power e.g. through store placements.
Products are chosen for more than practical purposes - consumption is not just economical: it is a cultural ritual
The rise of big data will give marketing managers more capability to make impactful decisions
Describes the evolution in marketing thought from 'to market' to 'marketing to' to 'marketing with'
() Believe that consumers use consumption as a method of seeking solidarity with others and therefore culture is shaped by consumption
Cognitive perspective of consumer theory assumes consumers make decisions by processing information _
() 'Private labels have unique competitive tools to constrain national brands.
Brands by definition are not welcome on Twitter
_-based power: The internet has given consumers power through the range of ways that they can demand things.
hintanswer
Interpretive perspective of consumer theory tries to examine consumer behaviour on the ____ level
Outline 'Service Dominant Logic' which sees customers as a vital component of value creation
(___, ___) Product Life Cycle
) Market research processes can be achieved through crowdsourcing. E.g. Walkers create a product
__ Experiment: Power of peer pressure
() Belives that the sharing behaviour is crucial but overlooked. Internet has accenuated this
() Brands communities can only be encouraged by ceding control of the brand and its network to customers
() Nordic school - services should have their own theories, not just be forced into manufacturing mindset
() Ethnography has helped develop an understanding of brand communities, how they form and what they contribute in terms of loyalty, creativity and profitability
() Ethnography is better than surveys because it can reveal things that the surveyor didn't think to ask
Magpie profession: 8% of marketing spend is on social media but 50% of marketing articles (in Australia) talk about it
CCT-3: Sociohistoric patterning of consumption - Analyses how __ ___ such as class affect consumption behaviour
() 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.
() Academics are RELUCTANT to consider practical problems. In dominant paradigm they start from hypotheses instead of from actual problems.
_ 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
() There is a disconnect between marketing education and practice. Academia and education in marketing need to get with the 21st century
) Brand communities can become strong enough to be brand cults.
Consumption is an expression of symbolic information about values, lifestyles, desires, fears etc.
() 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
) Found that social media are good at specific targeting and engaging with numerous segments in a differentiated way.
() Test for BC: Would the community follow the brand in a new direction. Apple watch? Yes. LFC tennis squad? No.
_ 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.
() Consumers may actively avoid CRM. Receptiveness depends on controllable and non-controllable factors
() Regulation for children hasn't spread to the internet.
() Brand communities possess the stability of the constant brand symbol. Not dependent on the specific social group.
Advocating SDominantL leaves no room for other perspectives (perspectivism). Having multiple perspectives gives multiple ways to approach problems.
() Successful social strategies need to help users improve their relationships and then do free work (e.g. PT6).
___ has followed the beer market by going 'craft'. Meeting the demand for heritage and natural ingredients (health consciousness up)
() The academic development of services marketing was a response to demand from practitioners and involved collaborations.
) The connection between consumer behaviour and company growth is complex and cannot be contained by one variable
() Customers have price references on two axes - time and context (past price of product vs. current lowest priced competitor
Brand masturbation
Belk on consumers: they are __ __ and __ beings with __ and __
iHip
() Country of origin effect is weak because of the availability of other more important information.
Criticise Service Dominant Logic as 'neither logically sound nor a perspective to displace others'
Oreo's blackout ad 'won' the Superbowl. Or did it? Only about ___ views. Budweiser TV ad got 50m.
() Would advise managers to avoid Western culture centrism
() 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.
() Describes how the internet will unock the Long Tail and that retailers will 'make everything available'
() Rivalry (Holden vs Ford) (PS vs Xbox) can strengthen brand community
() Children do not have fully developed cognitive skills. Under 8 cannot understand advertising agenda
() BC members feel connections with other members but distance from outsiders.
() US regualation of advertising for children includes 'separation principle' - clear boundary between show and ad
() Retailers fail to acknowledge children as consumers in their own right and encourage them to peste
) Nationality is just one source of culture, alongside social class, sex, work, education etc.
() Advergames usher childrens' minds into a false sense of security
() 5 dimensions of national culture difference (Hofstede): P_ _, I_ ,M_,U_ _, S__
() Managers can use ethnographic storytelling to help an organisation understand its complex consumers.
() Younger children take information at face value (Sea Monkeys). Can undermine trust in advertising
() BC members feel a moral responsibility to each other - e.g. The Basement
() sit back and relax replaced by get what you pay for
() 'we consume meanings' not just objects - (authors) tear open the black box in economics that is preferences
() Strong relationships form because consumers identify with a co. in order to meet a need or contribute to a sense of self
() Argued that repeated exposure can affect childrens' food preferences - could be used for good
() Consumers have not abandoned their national identities and taken up global identities because of globalisation. National-oriented consumers PREFER domestic products.
() Define 'culture' as 'collective programming of the mind' making certain groups distinct from each other
() Cosmopolitans are of two worlds - global and local. Not a conflict between the two.
() Features like Spotify discovery might help steer people to the long tail
() 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.
() Internet and social media has empowered consumers on an individual level and in terms of networks
() Consumers make decisions on two axes (degrees of emotional investment and of time/energy involvement)
Aimark has examined e.g. key __ of success for __ prodcuts
() Ethnography can reveal unarticulated needs, e.g. writing surface on dialysis machine.
() GAP model (and SERVQUAL framework)
() Treating services as distinct and using IHIP is meaningless from a customer orientation
Any intangible idea (even the pure microprocessor) is rooted in physical entities. There can be no services without goods.
Trait perspective of consumer theory tries to explain consumer behaviour as being caused by ___ ____
() Identified a growing global consumer culture which he thought would allow homogeneous international marketing
Transends national identity - is common to the whole world. Global identity.
hintanswer
Aimark: the centre for _ _ _ _
() We should treat services like manufacturing
() Brand communities are distinct because they form around symbols (as opposed to symbols forming around the community).
Aimark founder
ihiP
) Brands become icons when they create strong links to culture and can help people navigate harsh realities
() Despite a wealth of quantitative consumer data from surveys, online data, etc, such methods cannot provide a culture-sensitive understanding of local consumers
() Ethnography can fix the departure between what people say they do and what they actually do.
() 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..'
() In non-brand communities, brands are incidental rather than defining
() 6-14yos watch 25 hours TV/week and see 20k ads per year. (More now? Internet? Parents should restrict)
(Consumers are complex, emotional and connected beings with cultures and identities
) Not enough theory has considered HOW market segments should be used
() 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.
Non-controllable factors of CRM receptiveness: __ concerns and __ frequency
___: A facebook group for exchanging streetwear that became more than that.
() Price satisfaction is more important than service quality
() Co-creation is bad when service fails (e.g. Ikea) negative satisfaction is intensified
() Cosmopolitan consumers are open-minded, appreciate diveristy and seek it out through varied and exotic consumption practices
() Intangibility makes service fundamentally different to goods
() Consumers are not loyal to brands per se but to the images and symbols associated with them
() Some argue that advertising does children good by helping them become socialised to a modern world of consumption.
() Conceptualise the 'marketing science value chain': academics produce knowledge, this is converted into tools, tools are applied in practice.
() Brand mythology: tell a story and become an icon e.g. Monster energy and tattoos
() Culture and nationality are distinct. Cultures can vary within nations (20 langs India) and be split across borders (Kurds)
___ innovated with VR in Westfield. Execution wasn't perfect.
_-based power: Consumers have more __ which makes them wiser in purchase decisions
() Skeptical that we can operationalise the concept of culture in non trivial ways
() Suggests that value differences can be caused by differences in age, sex and upbringing
Only market food to children 6-12 if it meets their nutrition guidelines.
This country banned the use of celebs/cartoon characters to advertise products to children
Behavioural perspective of consumer theory looks at how ___ cues in the environment affect consumption behaviour
V&L view marketing as technology that can be learnt and practiced. This is a logical fallacy that leaves no room for marketing creativity
() Studied cultural values in IBM employees around the world and found distinct differences by Nationality (such as masculinity)
() Asserts that brands haven't been social with social media. They have focused on one-way output instead of harbouring discussion.
() country of origin effect – coo of a product forms part of evaluation of the product by consumers.
() BCs are more useful for customer retention then customer acquisition
) Commitment and trust are fundamental to the success of marketing relationships.
Post-modern perspective of consumer theory argues for a ____ view of consumer behaviour
() 'death of the long tail has been largely exaggerated'
() Materialism in advertising teaches children that consumption can help them cope with low life satisfaction – the opposite effect is found in adults
) There are ethical questions with regards to using children in market research
A measure of consumer behaviour that assesses the goodness of word of mouth (sentiment) about a brand/product
Argues that the pursuit of science at the expense of theory and practical relevance has damaged marketing's reputation.
Openly admitted to exploiting the receptiveness and pestering of children in marketing communications
() Three areas for future of services: nature of services, scope and how they create value
() Consumption doesn't occur in a vacuum. Culture is the context.
() It's incorrect to think of national and global identity as a case of 'either or'
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.
() Internationlal openness and freedom of information exchange has contributed to global convergence in consumption patterns
By placing operANT resources as primary to operAND resources, a neglection of their complex interrelationship is made
Controllable factors of CRM receptiveness: __ of __ and added ___
() Service innovation has an organisational change orientation
SDL reflects a culture of 'demateriality' which denies the importance of physical, tangible entities
() Outlined the 4 areas of CCT research
() Innovation in services involves collaboration with customers and suppliers.
() Studied Chinese wine consumption and found that it was influenced by 'face and status'
() Cosmopolitanism is hard to measure which has held back research relating to consumption
() Service efficiency is maximised by minimising human involvement
Brand community is a __ __ __ bound __based on a __ set of __ __ among __ of a brand
() Customer experience is holistic and service quality is in the eye of the beholder
() Debatable whether it is valid that the relationship concept uses normal interpersonal relationships as an analogy for firm-co. relationships
() Anta shoes, 'Forge yourself' permeates everything. Inconsistent and confusing brand ideas alienate the community.
() Define a 'brand community' as 'a specialized, non‐geographically bound community, based on a structured set of social relationships among admirers of a brand'
1/4 of the books on the __ top 100 list are independently published (long tail).
CCT-2: Marketplace cultures - How consumers __ rather than __ culture. Shared ___ consumption practices such as getting tattoos shape culture
___ 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.
() its up to parents to educate children to become ‘discerning consumers’
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