Miscellaneous Quiz / Marketing FHS 2

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

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