Miscellaneous Quiz / Marketing FHS (Copy 2)

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Can you name the Marketing FHS?

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

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