Miscellaneous Quiz / Marketing FHS (Copy 2)

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Can you name the Marketing FHS?

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(2015) Co-creation is bad when service fails (e.g. Ikea) negative satisfaction is intensified
Poor attempt at brand community because it's not a high involvement product
__ identified that their teenage customers were interested in writing books and so incorporated this into the structure of their online community
__ effect: people don't care about forming communities around activities that are not very involved e.g. drinking a soft drink
(2013) We need a social strategy distinct from digital strategy
ihIp
(1998) Services CAN be conceptualised in a manufacturing framework (e.g. McDonald's)
(2011) Social media i.e. Twitter has use pre-purchase (research), purchase (marcomms) and post purchase (service)
Created a community for design engineers BASED AROUND design engineering. Attracted customers AND competitors' customers.
(2001) Growth is rare, differentiation is unsustainable, knowledge grows gradually, advertising is PUBLICITY not persuasion
Consumers overwhelmed by choice
(2013) sit back and relax replaced by get what you pay for
Star Trek bound people over the __ ideal. 'These are my kind of people' (interviewed fan club member)
(1972) We should treat services like manufacturing
(2005) Innovation in services involves collaboration with customers and suppliers.
(2011) The long tail works through lowered search costs (e.g. recommendation) not just more choice
Built a community around gardening, not products
__ marketing: branch of marketing that focuses on customer retention and satisfaction rather than sales
Example of customer retention: __ review your purchase
Website garnered 70,000 suggestions for improvement - 50 implemented
(1998) Different communications channels are used for different purposes e.g. TV--> emotional plea
(1999) Ads should persuade. Studies in disagreement are founded on invalid research methods.
(2013) Successful social strategies need to help users improve their relationships and then do free work (e.g. PT6).
(2009) 4 challenges of marcomms: proliferation of channels, decline of old media, risen consumer power (e.g. switch tabs), ad blindness
(2009) hard to measure ROI from display ads online
AIDA
(1977) Intangibility makes service fundamentally different to goods
(2012) Nordic school - services should have their own theories, not just be forced into manufacturing mindset
HintAnswer
(2012) Price satisfaction is more important than service quality
(2004) Treating services as distinct and using IHIP is meaningless from a customer orientation
ATR
Ihip
(1991) Service: 'act that one offers to another. Essentially intangible. Does not result in ownership of something'
(1985) GAP model (and SERVQUAL framework)
(2000) AIDA is unrealistic. ATR is better. People don't purchase because of manipulation but because products work
1/4 of the books on the __ top 100 list are independently published (long tail).
(2003) Strong relationships form because consumers identify with a co. in order to meet a need or contribute to a sense of self
Twitter AMA backfired
(1995) Brands can have multiple subgroups centred around them with different consumption values: e.g. lesbian bikers, alcoholic bikers
(2015) Features like Spotify discovery might help steer people to the long tail
(2009) Marketers should be media neutral
(2007) 'Interrupt and repeat' replaced by 'engagement'
The metric we should care about is time spent reading an article, not the number of clicks.
Consumers too lazy to explore the long tail
Allow photos to be sent into the co. ant then printed on bottles of fizzy pop (co-creation)
Simple version of service dominant logic: TV and setup
(2008) Marketers should leverage the power of interpersonal networks
ihiP
_-based power: Consumers have more __ which makes them wiser in purchase decisions
(2002) Purpose of advertising is to acquire 'share of mind' a place in the portfolio of considered options.
(2012) Positivistic consumer research overlooks socio-cultural diversity
Culture of consumption: interconnected system of __ produced images, texts etc. that __ use to make collective sense of their __ and to orient lives/experiences
iHip
(2001) Fans are devoted, loyal consumers who invest more of themselves in their consumption and. therefore, who expect more from it
(2005) Service innovation has an organisational change orientation
Most brand communities fail.
HintAnswer
(2001) Used both online and offline settings to ethnographically research Star Trek
(2012) Language, politics and funding are stopping non-Western academics integrating themselves and their research
(2009) Customer experience is holistic and service quality is in the eye of the beholder
Example of a brand that can avoid coca cola effect by being REPRESENTATTIVE
(1995) Consumers value relationships with companies in order to simplify choices and purchasing tasks and for psychological comfort
_-based power: The internet has given consumers power through the range of ways that they can demand things.
(2001) Subcultures provide influential meanings and practices that structure consumers' identities, actions and relationships.
(2003) Three areas for future of services: nature of services, scope and how they create value
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
The popular brand of the basement group
Members of the __ __ community helped co-design branded clothing and accessories
Company set up by Pirate Bay + AdBlock designed to pay for content based on how much it is frequented - attempt to displace advertising
BC __ was created by __ to give girls a space to talk about periods - not just products
Engagment is a process where customers 1. ratioanlly calculate a commitment to a brand, 2. Increase involvement/trust and 3. develop emotional commitment
Engagement could be a measure of strength of customer-brand relationship
(1978) Service efficiency is maximised by minimising human involvement
_-based power: the power of large groups/communities (an aggregation of the other powers)
Move towards an experience economy (from service)
_-based power: consumer power through connecting with content on social media e.g. empowering in terms of influencing others
__ allowed off topic discussion on their community which increased its use and community feel which resulted in more discussion on key issues
(1993) The academic development of services marketing was a response to demand from practitioners and involved collaborations.
(1999) Persuasion lies not in the ad per se but in the ad recipient.
(1990) Situations where strong theory is appropriate (radical change in markets) are rare
(2005) Brand communities often form around support for an underdog (i.e. products that are non-mainstream)
(2002) Let us think more about the execution of advertising rather than just content
(2015) 'death of the long tail has been largely exaggerated'
Brand communities contain __ who can be utilised to form relationships
Extreme version of service-dominant logic: Australian restaurant where you pay what you think is right.

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Created May 19, 2016ReportNominate
Tags:marketing

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