Marketing Flashcards
DEF: marketing (AMA)
‘an organisational function or set of processes for creating, communicating, and delivering value to customers and for managing customer relations in ways which benefit the organisation and its stakeholders’
REF and DEF: marketing
Webster (2002)
- Marketing as demand stimulation
- Marketing as creating and managing markets (within and outside the firm)
- Marketing as exchange (‘inter-organisational networks and strategic alliances’)
4 marketing eras
- Production-oriented
- Sales-oriented
- Market-oriented
- Value-oriented
Klein (2000) quote on brands
Brands have come to represent a fascist state.
- we salute at logos
- every part of our life, opportunity for criticism and information streams are controlled by multinational corporate interests
REF and EXPLAIN: Brands and CSR
Swan and Vanhamme (2004)
Negative image of marketing.
Organisations communicating a socially responsible image are perceived more positively and trusted more.
REF: bad bad marketing :(
Selling Sickness (Moynihan et al., 2002)
REF and QUOTE: possessions and the self
Belk (1988): Extended and core self.
‘inescapable fact that we learn, define and remind ourselves of who we are by our possessions’
we consciously reflect on this
REF: criticism of the extended self
Cohen (1989): Over-extended self.
ES lacks meaning and the distinction has no definition.
^although he is a positivist
REF and EXPLAIN: dynamic, fragmented self
McConnell and Strain (2007)
- many selves that coexist in a sophisticated cognitive structure
- Natural, as well as socially and individually constructed selves
- Encompasses desires, hopes and goals, and ‘past-selves’
REF and EXPLAIN: activation theory
Reed and Forehand (2019)
- ‘Activation’ response to external signals → affects judgements and behaviours
- possessions create signals too - to others
and ecology/system
- luxury brans and conspicuous consumption
- perpetuate some philosophy (Marxist take?)
