Marketing FHS (Copy 2) Quiz Stats

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Hint Answer % Correct
Company set up by Pirate Bay + AdBlock designed to pay for content based on how much it is frequented - attempt to displace advertisingFlattr
100%
(2015) 'death of the long tail has been largely exaggerated'Guadamuz
100%
1/4 of the books on the __ top 100 list are independently published (long tail). Amazon
100%
(2015) Features like Spotify discovery might help steer people to the long tailGuadamuz
100%
IhipIntangibility
100%
iHipHeterogeneity
100%
ihIpInseparability
100%
ihiPPerishability
100%
(1993) The academic development of services marketing was a response to demand from practitioners and involved collaborations.Berry and Parasuraman
100%
(2013) Successful social strategies need to help users improve their relationships and then do free work (e.g. PT6).Piskorski
100%
(1991) Service: 'act that one offers to another. Essentially intangible. Does not result in ownership of something'Kotler
100%
(1977) Intangibility makes service fundamentally different to goodsShostack
100%
(1978) Service efficiency is maximised by minimising human involvementChase
100%
(1972) We should treat services like manufacturingLevitt
100%
(2004) Treating services as distinct and using IHIP is meaningless from a customer orientationVargo and Lusch
100%
(2012) Nordic school - services should have their own theories, not just be forced into manufacturing mindsetGummesson and Gronroos
100%
(2003) Three areas for future of services: nature of services, scope and how they create valueGrove et al
100%
(2015) Co-creation is bad when service fails (e.g. Ikea) negative satisfaction is intensifiedHeidenreich et al
100%
(2005) Service innovation has an organisational change orientationTether
100%
(2005) Innovation in services involves collaboration with customers and suppliers. Tether
100%
(1998) Services CAN be conceptualised in a manufacturing framework (e.g. McDonald's) Bowen and Youngdahl
100%
(2013) sit back and relax replaced by get what you pay forGerchick
100%
(2012) Price satisfaction is more important than service qualityCurry and Gao
100%
(1985) GAP model (and SERVQUAL framework)Parasuraman et al
100%
(2009) Customer experience is holistic and service quality is in the eye of the beholderVerhoef et al
100%
_-based power: The internet has given consumers power through the range of ways that they can demand things.Demand
100%
_-based power: Consumers have more __ which makes them wiser in purchase decisionsInformation
100%
_-based power: consumer power through connecting with content on social media e.g. empowering in terms of influencing othersNetwork
100%
Hint Answer % Correct
_-based power: the power of large groups/communities (an aggregation of the other powers)Crowd
100%
The popular brand of the basement groupSupreme
100%
Brand communities contain __ who can be utilised to form relationships Influencers
100%
Most brand communities fail.Richard Millington
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__ effect: people don't care about forming communities around activities that are not very involved e.g. drinking a soft drinkCoca-cola
100%
Created a community for design engineers BASED AROUND design engineering. Attracted customers AND competitors' customers. Element 14
100%
Built a community around gardening, not productsHomebase
100%
Poor attempt at brand community because it's not a high involvement productSprite Yard
100%
BC __ was created by __ to give girls a space to talk about periods - not just productsGirlspace Kotex
100%
Example of a brand that can avoid coca cola effect by being REPRESENTATTIVERed Bull
100%
__ allowed off topic discussion on their community which increased its use and community feel which resulted in more discussion on key issuesBMA
100%
__ identified that their teenage customers were interested in writing books and so incorporated this into the structure of their online communityInkpop
100%
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 consumersPaddy Power
100%
(2007) 'Interrupt and repeat' replaced by 'engagement'Rappaport
100%
__ marketing: branch of marketing that focuses on customer retention and satisfaction rather than salesRelationship
100%
Example of customer retention: __ review your purchaseAmazon
100%
Extreme version of service-dominant logic: Australian restaurant where you pay what you think is right.Lentil as Anything
100%
Simple version of service dominant logic: TV and setupSky
100%
(2000) AIDA is unrealistic. ATR is better. People don't purchase because of manipulation but because products workEhrenberg
100%
(2001) Growth is rare, differentiation is unsustainable, knowledge grows gradually, advertising is PUBLICITY not persuasionEhrenberg
100%
(2002) Purpose of advertising is to acquire 'share of mind' a place in the portfolio of considered options. Ehrenberg et al
100%
AIDAAttention Interest Desire Action
100%
ATRAwareness Trial Repurchase
100%
(1990) Situations where strong theory is appropriate (radical change in markets) are rareJones
100%
(2009) Marketers should be media neutralKeller
100%
(2009) 4 challenges of marcomms: proliferation of channels, decline of old media, risen consumer power (e.g. switch tabs), ad blindnessKeller
100%
(2001) Subcultures provide influential meanings and practices that structure consumers' identities, actions and relationships.Kozinets
100%
Culture of consumption: interconnected system of __ produced images, texts etc. that __ use to make collective sense of their __ and to orient lives/experiencescommercially groups environments
100%
Hint Answer % Correct
(2001) Used both online and offline settings to ethnographically research Star TrekKozinets
100%
Star Trek bound people over the __ ideal. 'These are my kind of people' (interviewed fan club member)utopian
100%
(1995) Brands can have multiple subgroups centred around them with different consumption values: e.g. lesbian bikers, alcoholic bikersSchouten and McAlexander
100%
(2001) Fans are devoted, loyal consumers who invest more of themselves in their consumption and. therefore, who expect more from itKozinets
100%
Members of the __ __ community helped co-design branded clothing and accessoriesHarley Davidson
100%
(2005) Brand communities often form around support for an underdog (i.e. products that are non-mainstream)Belk and Tumbat
100%
Website garnered 70,000 suggestions for improvement - 50 implementedmyStarbucks
100%
(2011) The long tail works through lowered search costs (e.g. recommendation) not just more choice Brynjolfsson et al
100%
(2002) Let us think more about the execution of advertising rather than just contentTaylor
100%
Consumers too lazy to explore the long tailJohnson
100%
Consumers overwhelmed by choiceOgden
100%
Twitter AMA backfiredJPMorgan
100%
(2013) We need a social strategy distinct from digital strategyPiskorski
100%
(2003) Strong relationships form because consumers identify with a co. in order to meet a need or contribute to a sense of selfBhattacharya and Sen
100%
(1995) Consumers value relationships with companies in order to simplify choices and purchasing tasks and for psychological comfortSheth and Parvatiyar
100%
(2012) Positivistic consumer research overlooks socio-cultural diversityJafari et al
100%
(2012) Language, politics and funding are stopping non-Western academics integrating themselves and their researchJafari et al
100%
(2009) hard to measure ROI from display ads onlineFulgoni and Morn
100%
Engagement could be a measure of strength of customer-brand relationshipBowden
100%
Engagment is a process where customers 1. ratioanlly calculate a commitment to a brand, 2. Increase involvement/trust and 3. develop emotional commitmentBowden
100%
Allow photos to be sent into the co. ant then printed on bottles of fizzy pop (co-creation)Jones Soda
100%
The metric we should care about is time spent reading an article, not the number of clicks. Tony Haile
80%
(1999) Ads should persuade. Studies in disagreement are founded on invalid research methods. Myers-Levy and Malaviya
80%
(1999) Persuasion lies not in the ad per se but in the ad recipient.Myers-Levy and Malaviya
80%
(2011) Social media i.e. Twitter has use pre-purchase (research), purchase (marcomms) and post purchase (service)Kaplan and Heinlein
50%
(1998) Different communications channels are used for different purposes e.g. TV--> emotional pleaLeony et al
40%
(2008) Marketers should leverage the power of interpersonal networksDe Bruyn and Lilien
0%
Move towards an experience economy (from service)Joseph Pine
0%

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Created May 19, 2016ReportNominate
Tags:marketing

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