Miscellaneous Quiz / Marketing FHS (Copy 2)

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Can you name the Marketing FHS?

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

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