An overview of all topics and concepts that are discussed in the Theories of Marketing course. I linked concepts to each other as this was an important element on the exam.
Network paradigm Market Orientation / I think that it could apply to both. However, I think this new
Customer Orientation paradigm (the three phenomena) applies more to market
Achrol & Kotler form orientation rather than customer-led businesses. It dives deeper
into this concept of being aware of the customer needs. It looks at
Slater & Narver, 1998 how the customer experiences products and services through
senses and with new nanotechnology that is able to sense the
customer behaviour that enables companies to find those latent
desires
MO Five forces Zie perusall 1 of 2
Entry of entrants
MO CEM
The base Extension of MO
The brand message should be to communicate thoughout all parties
within the value chain
Element of MO is customer orientation. CEM about
customer satisfaction and their full experiental response
=> MO need broader orientation focus
Element of MO is competitor orientation. According to
CEM think in alliances not only in two entities. All parties
involved in journey produce value. => MO need broader
orientation focus
Element of MO is cross-functional coordination (whole
company with same marketing thinking). According to
CEM the whole value chain; not only you internally but
you with other parties to create value together and not
just only you and your department
So, they collobarate everything but CEM thinks about it more from a
networked way but you will still want to be customer oriented and
try to outperform on the needs of customers!
CEM Network paradigm They do not contradict CEM and Network paradigm are fully
aligned.
Homburg 2017 Achrol & Kotler 2012 About creating network systems.
CEM encompasses the way of addressing the changing marketing
environments for firms by taking the whole network perspective to
compete on experiences.
CEM tells how to use networks and how to create superior value.
Network paradigm gives different perspective to explain
phenomena better and taking networks of customers into account.
Companies have to let go of control because they have to
collaborate and work together to create value. Not only responsible
anymore
Think in networks now, rather than exchanges to create value!
Consumer behavior Marketing strategy CB about what consumer affect and cognition, behavior and
environment and consumer research/analysis
, Marketing strategy focus on strategic part implementation and
development
Customer Insights Customer Orientation / Customer insights are about creating something new. It is to create
MO or add extra value in parts customer were not necessarily aware of.
Lauglin, 2014 It has something to do with latent needs. Latent needs are invisible
Slater & Narver, 1998 needs that can change customer behavior and has a influence on
customer insights.
Customer insight is a description of the latent need of a customer.
In order to retrieve customer insights, you need to understand the
customer by searching for the 'why' behind the 'what'. If you know
why your customers are doing things in a certain way, eventually
you can offer proper solutions for their latent needs. This is the
most valuable for a company to know and to achieve sustainable
success.
The consumer Interfunctional I guess even though it does not involve the entire organization, the
insight engine (4 coordination (element of process of gaining customer insight needs the coordination of
technical areas / MO) multiple teams. In this case, they mentioned 4 technical areas,
clogs) meaning that in this process, to obtain high quality customer
Slater & Narver, 1998 insight, data needs to go through a process: data cleaning, data
analysis, translation, and testing.
Interfunctional coordination is important to create values for
customers. The insights are going to affect other departments such
strategy and planning, and logistic.
‘Customer data management’ is a foundational requirement of the
work of all the teams (clog): Here the author emphasizes the
importance of high quality data that can be put into practice and
used by all areas of the business to further create customer value.
All department can benefit from this good-quality data.
ZMET Mec How do the metaphors of zaltman incorporate with the MEC?
zaltman Pai Arnott
Customer Insights MEC Point of generating Customer Insight is linking the product to
consumers.
Lauglin Walker Olson
With MEC why-questions you find believability by providing
attributes and you find relevance by providing a link to consumers /
higher level of MEC (believability and relevance are criteria for
brand positioning)
MEC is a tool to connect the product to the self (consumers) so
figure out what matters to consumers and how to link it to your own
product
Consumer Insights are in top part of the MEC chain
(values/psychosocial consequences). Link the CI to brand
insights/benefits for a true insight. And look where the commercial
potential is!
Consumer insight Consumer motivation Consumer motivations in product categories help to generate
consumer insights (same same).
Observations are not insight but help to figure out the motivations
and drivers of CB if you know motivations, you can generate
customer insights!
Motivations of people are the input for finding insights. Look at the
motivations to generate insights to learn what consumers
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