Miscellaneous Quiz / Marketing FHS (Copy 2)

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Can you name the Marketing FHS?

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

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Created May 19, 2016ReportNominate
Tags:marketing

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