Miscellaneous Quiz / Marketing FHS (Copy 2)

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Can you name the Marketing FHS?

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

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Created May 19, 2016ReportNominate
Tags:marketing

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