lesson 2: marketing composed, psychologic and socioloc intelligence (human science) Flashcards
customor types of need or wants
- stated: expressed
- unstated: expected
- delight: surprise for non essetial added features
- real: actual meaning
- secret: hidden (extra) not expressed
maslow’s hierarchy fo needs
from most to less
- physiological
- safety
- love and belonging
- esteem
- self actualization (self fulfillment)
tensions of wants
- no tention: need has bin satisfied
- increase in tension: need has bin activated
(start need activation tactics) statuses of wants
- actual status: what one experiences at that moment
- ideal status: perfect level of satisfaction
types of demand
- full: buys all products
- overfull: buys product to satisfy
- declining: buys products less frequently or not at all
- latent: stron need that can not be satisfied with existing products
- unwholesome: attrected to product that have undesirable social consequences
- negative: disliked products, may even pay to avoid
- non-existend: unaware or uniterested in product
- irregular: purchases vary on seasonal, monthly,… basis
(need activation tactics)
ways to put stress on statuses of want
- opportunity recognition: upgraded
- need recognition: degraded
alan chapman’s level model
from most to least important
- biological and physiological
- safety
- belongingness and love
- esteem
- cognitive
- aesthetic
- self actualization
- transcendence
the drivers of value
- functional
- emotional
- symbolic
- cost
sources of value, chanels
- information
- products
- staff and organisation
- physical environment
- transfer policy
driver cost
are sactifices to get the value they are searching for (includes time dimension) pefore, after, and at purchase
strategies to increase value of perception
- more for the same (2+1)
- the same for less (%)
- less for much less
- more for less
- much more for more
relative construct with 4 perspectives,
costomer value is:
- individual: own experiences
- contextual: circumstances
- dynamic: evolve, time
- relational: compared
- > DIRC
Satisfaction
is the customer’s fulfilment response.
how satisfaction happens
- costomer forms expectations of product performance
- actual performance level compared to expectations
- judgement of comparison is: negative, positive or simple confirmation
value Proposition (VP)
is all what makes a product, a brand, an organization, attractive to its public, and competitive to other offerings. And keeps it that way.
measurement of satisfaction
with circumspection, he purpose of these surveys is to uncover possible and/or mandatory points of improvements: the so called ‘gain-creators’ and the ‘pain-relievers. (to improve the value proposition)
‘deficit need’ meaning
that the want to satisfy it is generated by a (growing) discomfort (getting thirsty, feeling unsafe, feeling lonesome, feeling unhealthy)
of which in the 8 level model: (the first 4)
- Physiologic Need, Survival
- Safety, Security Need
- Affiliation Need, love belonging
- Esteem Need
a ‘development need’ where
the pressure is not coming from discomfort but from a positive wish to grow (getting better, smarter, healthier, stronger).
of which in the 8 level model: (the last 4)
- cognitive, information (curiosity, story-telling)
- aesthetic. (design, creativity)
- self actualization,
- transcendence (sustainability)
Oliver’s definition of CS, costomer satisfaction
perceived through the accumulation of all the cognitive,
emotional, behavioural, sensorial, and social responses or interactions to a organisation’s offerings during the
customer’s entire clientship.
CX, customer experience definition
CX is an accumulation of what customers think, feel, do, sense and, most important, share about a brand, a product or an organisation
difference between CX and CS
CS is
- event oriented and still essential to master
CX is
- looks to the process, from the moment on the customer learned about the organisation until the most recent contact.
- concerned by the dynamics of CS.
- the bridging-concept, the missing link
Customer Retention versus Customer Loyalty
(Modern marketers make this crucial distinction.)+
• Customer Retention:
A rational response from a customer to theorganisation’s activities that will ensure that the customers will stay and repeat their purchases.
Loyalty Programs’ are in fact retention programs
• Customer Loyalty:
An emotional response from a customer to our brand promise making him/her not only stay and moreover, promote us.
