Marketing FHS (Copy 2)

Can you name the Marketing FHS?

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