All Summed Up Flashcards
what era of marketing are we in now
value driven - marketers are focused on building relationships and using social mobile media to retain them
lifetime value chain with examples
build repeat customers
pampers
mcdonalds
crm
customer relationship management
set of strategies to identify and build loyalty
Asos
psychometrics
analyzing the psychological characteristic of consumers in order to better understand and market to them
jeremy corbyn campaign the guardian 2017
winning marketing characteristics
Swann Arons et al 2014
big data
purpose
total experience
metaphors for consuming
Holt 1995 experience play signalling integration
conspicuous consumption
veblen 1899
those opposed to conspicuous consumption
Jafari et al 2012
they become their own group to be targeted
no logo
klein 2001
loyalty loop
edelman and singer 2015
greek buying!!!
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
why culture is important to consumption
cleveland 2011
the most profound shaper of consumption
glocalization
commodities originated in the west are reinterpreted
Ustunier and Holt 2010
kuwiat luxury fashion
Al Mutawa et al 2015
brands what do they do?
the combinations of emotions relationships lifestyles and values allow brand owners to charge a premium for products otherwise indistinguishable from generics
prosumers
co creation of brand content
fournier and avery 2011
digital and social strategy
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
brand communiites
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
crowd culture and cultural branding
holt 2016
social media allows dense communities to form from traditionally fringe society allowing for intensive collaboration
pros and cons of social media
bar wise and meehan
boost brand awareness and gain authentic insight
rapid rise of witch hunt for defective products
MVP - mere virtual presence
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
engagement model
rapport 2007 - develop emotional connections
wom
debruyn and lilien 2008
neilson study 2012
92% of people trust WOM
