1.6 Achrol &Kotler (2012), Frontiers of the marketing paradigm in the third millennium, Flashcards
aim of the article
to prove we have to look at networks instead of individual exchanges/two entities interacting
From paradigm, paradigm, paradigm -> paradigm
functionalist
marketing management
exchange
network
From functionalist paradigm, marketing management paradigm, exchange paradigm -> network paradigm
Because changes in:
- Sub-phenomena: consumption experiences
- Phenomena: marketing networks
- Super-phenomena: sustainability/society
Subphenomena (consumption experiences)
Transfer from
Transfer from satisfaction to consumer experiences. It is not about specific products anymore. It is about full experiences that are created by our offerings.
Subphenomena change in consumer behavior
from cognitive processes to stimulating the senses. You actually stimulate the senses. (Abercrombie experience)
Subphenomena change in technology
influencing senses, measurement physiology (neurophysiology) and nanotechnology influencing experience (VR).
Subphenomena change in- Marketing and the human senses
– Connection between behaviour and mind and body
aim of change in subphenomena
To enhance the consumption experience. But with the revolution of NBIC ((Nanotechology, Biotech, Infotech, and Cognotech) it is also important to protect the consumer from insidious(bedrieglijke) marketing.
Phenomena (marketing networks)
Transfer from
dyadic exchange to marketing networks
3 big changes in phenomena
- The evolution of production and innovation network
- Distributed production-consumption networks
- Consumption networks
Phenomena - The evolution of production and innovation network (2)
- outsourcing (uitbesteding)
- micro-production systems → disintermediation (taking out intermediaries between you and your consumers): You should make the customer part of the production process.
Phenomena - Distributed production-consumption networks (2)
o nanotechnology → local / personal production
o Co-production (customers create energy and distribute it) and co-creation
phenomena: consuption networks(2)
o Vertical (conventional): consumer communities organized by marketing firms
o Horizontal (new): vast channels (information flows, word-of-mouth, technical advice) Blogs, chats and social networks
Superphenomena (sustainable development)(2)
Now societal consequences have to be taken into account like sustainability and poverty
Superphenomena - The sustainable marketing concept
Sustainable marketing is founded on the key premise that society and marketing are ready for a fundamental transition from an anthropocentric (human centred) paradigm to a biocentric (nature centred) one.