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Puk slewe
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Decks in this class (40)
1.1 Knowledge clip Customer experience management
Pine and gilmore for a good custo...,
Pine and gilmore the progression ...,
So what is customer experience ho...
15
cards
1.2 kc: network paradigm
Paradigm shift,
Whe have to change from a exchang...,
Exchange paradigmnetwork paradigm
3
cards
1.3 lecture 1
Marketing definitions ama1985 2012,
Marketing from transaction and pr...,
2 main marketing decisions
5
cards
1.4 slater narver 1990 the effect of a market orientation on business profitability
Market orientation crucial for,
Market orientation is the,
Sca sustainable competitive advan...
24
cards
1.5Narver&Slater (1998). Customer led and market oriented, let’s not confuse the two
Responsive mo customer led orient...,
Proactive mo market oriented,
Why did slater and narver write t...
17
cards
1.6 Achrol &Kotler (2012), Frontiers of the marketing paradigm in the third millennium,
Aim of the article,
From paradigm paradigm paradigm p...,
From functionalist paradigm marke...
21
cards
1.7Homburg, Jozi&Kuehnl (2017), Customer experience management: toward implementing an evolving marketing concept,
Customer experience,
Customer experience management,
Our main research results suggest...
30
cards
2.1 Robert J. Dolan (2014), Marketing Reading: Framework for Marketing Strategy Formation.
Customer analysis what do you do,
Six major roles by thomas bonoman...,
Company analysis
12
cards
2.2 Laughlin, P. (2014), Holistic customer insight as an engine of growth
What are customer insights,
There are four critical technical...,
Customer data is at the centre
7
cards
2.3 Consumer insights introduction
Marketing is the,
What is a consumer,
Difference customer and consumer
9
cards
2.4 Van den Driest, F., Sthanunathan, S., & Weed, K. (2016). Building an insights engine
The new source of competitive adv...,
What increasingly separates the w...,
These are the ten characteristics...
19
cards
2.5 consumer insights: what?
A consumer insight is not 3,
Laughlin customer insight is a,
Sawhney customer frustrations
8
cards
2.6 cinsumer insights: how?
Qualitative research,
Quantitative research,
Qualitative research insight whil...
11
cards
2.7B Means-end chains in marketing B1 insights and motivation
Consumer motivation is,
Common ideas in consumer motivati...,
Common ideas in consumer motivati...
11
cards
2.8 User adoption of social networking sites: Eliciting uses and gratifications through a means–end approach,
Research about motives for adopti...,
Research about motives for adopti...,
Means end uitleg menad and ends
7
cards
2.9 Magids, S., Zorfas, A., & Leemon, D. (2015), The new science of customer emotions
Emotional motivator,
So what firms need to do emotiona...,
Three phases to leverage ems
9
cards
2.10 Means-end chains: What? How?
Means end chains what,
Simple format is the a c v chain,
Walker olson format means end chain
12
cards
2.11 Means-end chains in marketing practice
How can we use these consumer ins...,
And then how do we communicate th...,
From product category to specific...
13
cards
3.1 Overview marketing strategy
Value identification,
Value definition,
Value delivery
25
cards
3.2 value and value equity
Woodruff customer value is,
Customer value is 5 bullet points,
Means end chain can explain and t...
5
cards
3.3 Almquist, Senior and Bloch (2016). The Elements of Value Measuring and delivering—what consumers really want.
The challenge,
The answer,
The opportunity
15
cards
3.4 Closing the Marketing Capabilities Gap
The marketing capability gap is t...,
To close the widening gap between...,
1 vigilant marketing learning
14
cards
3.5 Lemon,Rust& Zeithaml (2001). What drives customer equity?
0
cards
3.6 Blue Ocean Strategy: FROM THEORY TO PRACTICE
Red oceans,
Blue oceans,
The creation of blue oceans is about
11
cards
3.7 Lecture 3.1
Morgan 2012 for positional advant...,
What are company resources 2,
Assets tangible and intangible
10
cards
4.1 behavioral theories
Processing a means end chain requ...,
Behaviorism is standars model of,
Behaviorism standard model 2
9
cards
4.2 classical conditioning + operant conditioning
Neutral stimulus unconditioned st...,
Classical conditioning in marketi...,
Classical conditioning in marketi...
32
cards
4.3 vicarious learning
If the consequences of conditioni...,
Vicarious learning aka observatio...,
Related to operant conditioning 2
12
cards
4.4 A behavior modification perspective on marketing.
Bmp behavior modification perspec...,
Potential contributiosn of the bm...
2
cards
4.5 Wells, V.K. (2014), Behavioural psychology, marketing and consumer behaviour: a literature review and future research agenda
Behavior modification perspective...,
Classical conditioning,
Us
18
cards
4.6Gelbrich, K., Gäthke, J., & Hübner A. (2017), Rewarding customers who keep a product: How reinforcement affects customers' product return decision in online retailing,
What do the two stuudys show,
In particular the reward represen...,
A keep reward should rely on a co...
4
cards
4.7 YUBO CHEN, QI WANG, and JINHONG XIE* Online Social Interactions: A Natural Experiment on Word of Mouth Versus Observational Learnin
Wom,
Ol,
From information policy shifts at...
4
cards
5.1brand basics and brand importance
Function of the brand for the cus...,
Volatility of brand importance,
Functions of the brand 4
21
cards
5.2 Dwivedi, Merrilees&Sweeney (2010), Brand extension feedback effects: a holistic framework,
Feedback effect,
From a consumer perspective the e...,
A brand extension can change the ...
12
cards
5.4 brand architecture
Brand architecture,
Branded house,
Subbrands
18
cards
5.5 relationship equity
Relationship equity,
Wallet share,
Good relationship decreases costs...
11
cards
5.6 Watson, Beck, Henderson & Palmatier (2015), Building, measuring, and profiting from customer loyalty Building
What makes people loyal uotcomes 2,
Antecedents have differential eff...,
Both forms of loyalty have differ...
16
cards
5.7 customer equity
Customer life time value clv the ...,
Clv calculated through average of 3,
Measurement of clv silveria two w...
12
cards
5.8 Silveira, C., Oliveira, M. and Luce, F. (2017), Comparing alternative approaches to estimate customer equity,
2 alternatives,
Results
2
cards
Overall
Brand cannibalisation risk,
Brand dilution risk,
Brand stretch risk
30
cards
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Theories of Marketing
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