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Marketing > All Summed Up > Flashcards

All Summed Up Flashcards

1
Q

what era of marketing are we in now

A

value driven - marketers are focused on building relationships and using social mobile media to retain them

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2
Q

lifetime value chain with examples

A

build repeat customers
pampers
mcdonalds

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3
Q

crm

A

customer relationship management
set of strategies to identify and build loyalty
Asos

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4
Q

psychometrics

A

analyzing the psychological characteristic of consumers in order to better understand and market to them
jeremy corbyn campaign the guardian 2017

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5
Q

winning marketing characteristics

A

Swann Arons et al 2014
big data
purpose
total experience

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6
Q

metaphors for consuming

A 
Holt 1995
experience
play
signalling 
integration
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7
Q

conspicuous consumption

A

veblen 1899

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8
Q

those opposed to conspicuous consumption

A

Jafari et al 2012

they become their own group to be targeted

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9
Q

no logo

A

klein 2001

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10
Q

loyalty loop

A

edelman and singer 2015

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11
Q

greek buying!!!

A

lekakis 2015 - austerity measure
MY CRITIQUE - does not have to be.. The american company chubbies has been playing off a strong sense of american nationalism for years mostly targeting the fraternity culture where american flags abound to sell their patriotic swim suits and shirts

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12
Q

why culture is important to consumption

A

cleveland 2011

the most profound shaper of consumption

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13
Q

glocalization

A

commodities originated in the west are reinterpreted

Ustunier and Holt 2010

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14
Q

kuwiat luxury fashion

A

Al Mutawa et al 2015

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15
Q

brands what do they do?

A

the combinations of emotions relationships lifestyles and values allow brand owners to charge a premium for products otherwise indistinguishable from generics

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16
Q

prosumers

A

co creation of brand content

fournier and avery 2011

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17
Q

digital and social strategy

A

Piskorski 2013
Digital: helps broadcast commercial messages and seek customer feedback
Social: helps people improve existing relationships and build new ones if they do free works on the customers behalf

Need a social digital strategy to strengthen the brand prioritize the social needs of consumers and use big data to learn about them

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18
Q

brand communiites

A

Fournier and Lee 2004
a group of consumers organized around a lifestyle or ethos of a brand - business strategy that exists to serve the people in it
Pools webs hubs

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19
Q

crowd culture and cultural branding

A

holt 2016

social media allows dense communities to form from traditionally fringe society allowing for intensive collaboration

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20
Q

pros and cons of social media

A

bar wise and meehan
boost brand awareness and gain authentic insight
rapid rise of witch hunt for defective products

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21
Q

MVP - mere virtual presence

A

Naylor et al
consumers of a brand can now see photos of others in the brand community
found that consumers likely to buy products worn by similar people so brands should actively monitor sites and take down undesired MVPs ethical

22
Q

engagement model

A

rapport 2007 - develop emotional connections

23
Q

wom

A

debruyn and lilien 2008

24
Q

neilson study 2012

A

92% of people trust WOM

25
Q

issues with wom

A

no ROI and can be negative WOM

chevalier and mayzlin

26
Q

possible measurement

A

godes and mayzlin 2004

online to offline

27
Q

Homophily

A

Aral 2009

28
Q

limits of influencers

A

aral 2013

people less susceptible

29
Q

opinion leaders

A

lazarfeld 1948

30
Q

revolve fashion

A

dave 2015 more authentic

31
Q

cam girls

A

senft 2008

32
Q

pros and cons of influencers

A

kuchler and bond 2015

33
Q

adobe make the cut

A

imagine dragons engagement with brand

34
Q

what makes something go viral

A

Berger & Milkman 2012

8k NYT articles content that evokes more emotion anger and humor more likely to go viral

35
Q

nike social strategy

A

piskorski 2014

fuel bands and using big data

36
Q

a couple of hashtag activism

A

like a girl

this girl can

37
Q

data and oil

A

data is hugely valuable and a source of conflict summers secretary treasury

38
Q

types of data

A

predictive, diagnostic, descriptive, prescriptive

39
Q

UDIDs

A

chen et al 2016

40
Q

social media listening

A

dubois 2014
pulling information from customers and actively incorporating this info into value chains to create internal or external task force to listen and moniter

41
Q

psychometrics

A

cambridge analytica

42
Q

override cognitive control

A

Nairn and Fine 2008

advertising used for implicit purgation that is impossible to resist is unfair

43
Q

data economy

A

economist 2017

44
Q

quant or qual

A

boyd and crawford still need qualitative and need to begin thinking about ethics and being too invasive

45
Q

astroturfing

A

cho et al 2011

46
Q

surveys bad method for ethics

A

Caruana et al 2015

people put down socially desirable answers

47
Q

survey stats ethics

A

young et al 2010

30% state its important to them yet only 5 % act on it

48
Q

capitalism and ethics

A

young et al 2010

49
Q

online csr image

A

jahdi & Ackiki 2009

online csr image met with skepticism

50
Q

low and davenport 2006

A

if you’re going to buy fair trade you need to buy the message

51
Q

davis 1973

A

csr is a firms consideration of and response to issues beyond the narrow economic technical and legal requirements of the firm which results in accomplishing social benefits along with traditional economic gains

52
Q

localizing markets? yay or nay

A

Singh 2016
yeah you have to
Colgate france CUE
PSPSI - we will bring your ancestors back from the dead

Marketing (8 decks)

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