1.6 Achrol &Kotler (2012), Frontiers of the marketing paradigm in the third millennium, Flashcards

1
Q

aim of the article

A

to prove we have to look at networks instead of individual exchanges/two entities interacting

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2
Q

From paradigm, paradigm, paradigm -> paradigm

A

functionalist
marketing management
exchange
network

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3
Q

From functionalist paradigm, marketing management paradigm, exchange paradigm -> network paradigm
Because changes in:

A
  • Sub-phenomena: consumption experiences
  • Phenomena: marketing networks
  • Super-phenomena: sustainability/society
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4
Q

Subphenomena (consumption experiences)
Transfer from

A

Transfer from satisfaction to consumer experiences. It is not about specific products anymore. It is about full experiences that are created by our offerings.

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5
Q

Subphenomena change in consumer behavior

A

from cognitive processes to stimulating the senses. You actually stimulate the senses. (Abercrombie experience)

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6
Q

Subphenomena change in technology

A

influencing senses, measurement physiology (neurophysiology) and nanotechnology influencing experience (VR).

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7
Q

Subphenomena change in- Marketing and the human senses

A

– Connection between behaviour and mind and body

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8
Q

aim of change in subphenomena

A

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.

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9
Q

Phenomena (marketing networks)
Transfer from

A

dyadic exchange to marketing networks

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10
Q

3 big changes in phenomena

A
  • The evolution of production and innovation network
  • Distributed production-consumption networks
  • Consumption networks
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11
Q

Phenomena - The evolution of production and innovation network (2)

A
  • outsourcing (uitbesteding)
  • micro-production systems → disintermediation (taking out intermediaries between you and your consumers): You should make the customer part of the production process.
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12
Q

Phenomena - Distributed production-consumption networks (2)

A

o nanotechnology → local / personal production
o Co-production (customers create energy and distribute it) and co-creation

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13
Q

phenomena: consuption networks(2)

A

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

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14
Q

Superphenomena (sustainable development)(2)

A

Now societal consequences have to be taken into account like sustainability and poverty

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15
Q

Superphenomena - The sustainable marketing concept

A

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.

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16
Q
  • The need for sustainable marketing is characterized by two types of carrying capacity
A

o Market capacity: Whether the present consumption level in a society is too high to permit the next generation to achieve the same consumption level
o Resource capacity: Populations grow faster than their stabilizing forces

17
Q
  • Firms are implying the sustainable marketing concept philosophy when they proactively (3)
A

o Communicate the harmful side-effects of wasteful consumption
o Grow the segments of environmentally conscious consumers, by developing superior products at standard market prices
o Demarked/Counter-market (to market a product or service less, or make it seem less worth buying) certain products, technologies, and marginal consumers segments (e.g. consumers who cannot afford expensive homes)

18
Q
  • Base of the pyramid marketing: considering the underside. A different marketing model for tackling poverty, based on two core ideas:
A

o The needs-means hierarchy. More value-added must be located near value consumption. Automated small scale production distributed as close to the consuming populations as possible is the solution. Only then can the needs-means hierarchy become self-generating and self-sustaining.
o The distributed production-consumption model. Sustainable production- consumption networks are those that directly engage the predominant indigenous sources of livelihood in a community.

19
Q

Prominent features in the paradigm shift
- Consumers experience: and how to cope with it

A

products and services via their senses. The growing impact of digitization and virtual media considerably expand the scope and impact of sensory satisfactions
o To cope, marketing will need to develop a vastly expanded base of theoretical and methodological tools

20
Q

Prominent features in the paradigm shift - The way consumer products and services are created, delivered and consumed is also in radical shift. (4)

A

o vertical integration is gone
o The phenomena of marketing are being distributed between consumption networks, marketing networks, innovation networks and production networks.
o The day is not far when micro production systems that produce to demand and are located close to or in the place of consumption can be developed.
o Network organization is evolving to a distributed production-consumption model.

21
Q

Prominent features in the paradigm shift - marketing superphenomenon. (long answrs)

A

o Globalization continues on its pace.
 A more prosperous world magnifies the side effects of consumption societies on the ecology and resources of the world.
 At the same time large sections of the world population languish on the sidelines.
* economic theory based models for poverty have had not much impacts. It is an opportune time for marketing to step forward with its model for a sustainable consumer society and base of the pyramid marketing