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Flashcards in All Summed Up Deck (52)
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1

what era of marketing are we in now

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

2

lifetime value chain with examples

build repeat customers
pampers
mcdonalds

3

crm

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

4

psychometrics

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

5

winning marketing characteristics

Swann Arons et al 2014
big data
purpose
total experience

6

metaphors for consuming

Holt 1995
experience
play
signalling
integration

7

conspicuous consumption

veblen 1899

8

those opposed to conspicuous consumption

Jafari et al 2012
they become their own group to be targeted

9

no logo

klein 2001

10

loyalty loop

edelman and singer 2015

11

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

12

why culture is important to consumption

cleveland 2011
the most profound shaper of consumption

13

glocalization

commodities originated in the west are reinterpreted
Ustunier and Holt 2010

14

kuwiat luxury fashion

Al Mutawa et al 2015

15

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

16

prosumers

co creation of brand content
fournier and avery 2011

17

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

18

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

19

crowd culture and cultural branding

holt 2016
social media allows dense communities to form from traditionally fringe society allowing for intensive collaboration

20

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

21

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

22

engagement model

rapport 2007 - develop emotional connections

23

wom

debruyn and lilien 2008

24

neilson study 2012

92% of people trust WOM

25

issues with wom

no ROI and can be negative WOM
chevalier and mayzlin

26

possible measurement

godes and mayzlin 2004
online to offline

27

Homophily

Aral 2009

28

limits of influencers

aral 2013
people less susceptible

29

opinion leaders

lazarfeld 1948

30

revolve fashion

dave 2015 more authentic