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Samenvatting Flow Marketing: hoofdstuk 1 $3.77   Add to cart

Summary

Samenvatting Flow Marketing: hoofdstuk 1

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Samenvatting van het boek: Marketing GO WITH THE FLOW van Philip De Cleen

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  • Hoofdstuk 1
  • December 18, 2018
  • 3
  • 2018/2019
  • Summary
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Fleur Van Nueten Flow Marketing MAR107A


HOOFDSTUK 1: De onzekere consument




Onethisch gedrag van grote bedrijven
• Impact van marketing op consument wordt mede bepaald door vertrouwen van consument
in merken/bedrijven
• Nu = relatie van wantrouwen van merken → leidt tot grotere mondigheid van de consument
vb. slechte ervaring wordt sneller doorverteld dan een goede
• Waarom wantrouwen en onzekerheid?
1.1 Onethisch gedrag van grote bedrijven (wordt door de mediatisering van de maatschappij
meteen aan het licht gebracht)
vb. fb: schending privacy
vb. auto: emissiefraude
vb. Primark: kinderarbeid
1.2 Versnellende verandering van de wereld
Wereld om ons heen veranderd sterk & snel
→ marketing is sterk onderhevig aan die verandering
Theorie: ‘Versnellende verandering ~ Harmut Rosa
Technologische veranderingen leiden
tot → verandering/ versnelling v/de
sociale verhouding tussen mensen →
versnelt het levensritme van mensen
wat zorgt voor een gevoel van
onbehagen door verlies van controle
van sociale relaties en levensritme
→ behoeften ontstaan naar
aanleiding van die aanpassing →
nieuwe technologische ontwikkelen

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