| Hint | Answer |
|---|
| (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 | |
| iHip | |
| The popular brand of the basement group | |
| Ihip | |
| (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 | |
