Extensive summary and notes of Topic 2 Customer Insights and Value. Theories of Marketing UvA
7 views 0 purchase
Course
Theories of Marketing (6012B0420Y)
Institution
Universiteit Van Amsterdam (UvA)
Especially pay attention to highlighted parts (important for exam), also contains answers to reading questions and further explanations to important terms.
1. How has the concept of customer insight (creation and measurement)
changed in the digital era, if at all? Why (not)?
2. What is the essential link between the concepts of consumer insight and
consumer motivations?
3. What is the added value of our lecture discussion on the MECCAS model to
MEC analysis (as e.g. discussed by Pai & Arnott 2013)?
4. What are the links between these different concepts:
Zaltman's deep metaphors and the emotional motivators from the HBR
article by Magids et al.?
The value stage in a MEC and the emotional motivators from the HBR
article by Magids et al.?
Are those links logical to you? What are they based upon?
5. Is the development of Means-End Chains and communication of customer
values always an appropriate approach to marketing? Under which conditions
would this NOT work?
Consumer insights & value
Consumer behaviour = the dynamic interaction of affect and cognition,
behaviour, and the environment by which human beings conduct the exchange
aspects of their lives.
Dynamic
About interaction
About exchanges
Wheel of consumer analysis
Affect / behaviour / environment marketing
strategy is what drives all things and is
driven by all factors
Reading questions Laughlin (2014)
foundation
What is the single defining
characteristic of a "true" consumer
insight for you?
Why is that one so fundamental?
When/how can consumer insights be linked to brand positioning and (thus)
generate marketing value?
, Data is a source for insights, but it is not a consumer insight (read assignment 3)
What is a consumer insight?
A fresh and non-obvious/not-yet obvious
Way of understanding customer needs & behaviors
Or more importantly: customer frustrations
That can become the basis for a business opportunity.
They have to deal with the consumer, not only with the brand
4Ws Sawhney paraphrased
What do they (not) do/want?
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller janoujanssen. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $8.12. You're not tied to anything after your purchase.
