lesson 2: marketing composed, psychologic and socioloc intelligence (human science)

Question 1

customor types of need or wants

Answer 1

• stated: expressed
• unstated: expected
• delight: surprise for non essetial added features
• real: actual meaning
• secret: hidden (extra) not expressed

Question 2

maslow’s hierarchy fo needs

Answer 2

from most to less

1. physiological
2. safety
3. love and belonging
4. esteem
5. self actualization (self fulfillment)

Question 3

tensions of wants

Answer 3

• no tention: need has bin satisfied

- increase in tension: need has bin activated

Question 4

(start need activation tactics) statuses of wants

Answer 4

• actual status: what one experiences at that moment

- ideal status: perfect level of satisfaction

Question 5

types of demand

Answer 5

• 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

Question 6

(need activation tactics)

ways to put stress on statuses of want

Answer 6

• opportunity recognition: upgraded

- need recognition: degraded

Question 7

alan chapman’s level model

Answer 7

from most to least important

1. biological and physiological
2. safety
3. belongingness and love
4. esteem
5. cognitive
6. aesthetic
7. self actualization
8. transcendence

Question 8

the drivers of value

Answer 8

• functional
• emotional
• symbolic
• cost

Question 8

sources of value, chanels

Answer 8

• information
• products
• staff and organisation
• physical environment
• transfer policy

Question 9

driver cost

Answer 9

are sactifices to get the value they are searching for (includes time dimension) pefore, after, and at purchase

Question 10

strategies to increase value of perception

Answer 10

1. more for the same (2+1)
2. the same for less (%)
3. less for much less
4. more for less
5. much more for more

Question 11

relative construct with 4 perspectives,

costomer value is:

Answer 11

1. individual: own experiences
2. contextual: circumstances
3. dynamic: evolve, time
4. relational: compared
   - > DIRC

Question 12

Satisfaction

Answer 12

is the customer’s fulfilment response.

Question 13

how satisfaction happens

Answer 13

1. costomer forms expectations of product performance
2. actual performance level compared to expectations
3. judgement of comparison is: negative, positive or simple confirmation

Question 14

value Proposition (VP)

Answer 14

is all what makes a product, a brand, an organization, attractive to its public, and competitive to other offerings. And keeps it that way.

Question 15

measurement of satisfaction

Answer 15

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)

Question 16

‘deficit need’ meaning

Answer 16

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

Question 17

a ‘development need’ where

Answer 17

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)

Question 18

Oliver’s definition of CS, costomer satisfaction

Answer 18

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.

Question 19

CX, customer experience definition

Answer 19

CX is an accumulation of what customers think, feel, do, sense and, most important, share about a brand, a product or an organisation

Question 20

difference between CX and CS

Answer 20

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

Question 21

Customer Retention versus Customer Loyalty

(Modern marketers make this crucial distinction.)+

Answer 21

• 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.