- Article
- Hypotheses
- Relevance
- Main findings
- Methodology
- Short description of studies
- Conclusion
- Related to MM process
- Limitations
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,Article Hypotheses Relevance Main Findings Methodology
1 To understand what seperates the strategies - Marketing practices have evolved The 5 drivers of organizational effectiveness (within 1. Qualitative interviews with
and structures of superior marketing drastically; to keep up, marketing leaders should company) 350+ CEOs CMOs and agency heads.
organizations from the rest, this research was focus on how structures determine strategies. - Connect marketing to the business 2. CMOs roundtables.
conducted - What separates the strategies and strategy and to the rest of the 3. Online quantitative surveys
structures of superior marketing organisations organization with 10,000+ marketers from 92
from the rest. Another way companies foster countries, with 80+ questions
connections is by putting marketing and Division in under and over performers
other functions under a single leader
From 2006 to 2013, our surveys show,
marketing’s influence on strategy
development increased by 20 percentage
points
- Inspire their organizations by engaging
all levels with the brand purpose
It helps ensure consistent customer
experiences
- Focus their people on a few key priorities
- Organize agile, cross-functional teams
- Build the internal capabilities needed for
success
The shared principles of high performers’
marketing approaches
1. Big Data Deep Insights
- It could improve the targeting of
messages
- Universal Human Truths the
consumer’s basic drives/ motivation. Why are
consumers doing what..
2. Purposeful Positioning
- Top brands excel at delivering all 3
manifestations of brand purpose
o Functional Benefits – the job the
customer buys the brand todo
o Emotional benefits – how it satisfies
customer’s emotional needs
o Societal benefits – such as sustainability
- You should also have a clear brand
purpose that improves alignment throughout the
organization and ensures consistent messaging
across touchpoints
3. Total Experience
- Companies try to enchance their
products y creating customer experiences; by
personalizing offerings or focusing on the breadth
of the relationship by adding touchpoints
, - When you do both ; personalize & focus
+ adding you’ll have the total experience
New Marketing Roles;
The networked organization: the Orchestrator
Model
It is useful to categorize marketing roles not by title
but als belonging to one of the three broad types
1. Think: (50%)who apply analytic
capabilities to tasks like data mining,
media-mis modelling and ROI
optimization
2. Do: (50%)who develop content and
design and lead production
3. Feel: (10%who focus on consumer
interaction and engagement in roles from
customer service to social media and
online communities
2 H1= Perceptions of the product greenness are We explore another aspect of categorization in Study results All studies used the same design:
influenced by the extent to which green product judgment: attribute centrality. We build on 1. When the green component was rating scales bin questionnaires to
benefits come from attributes that are central work in psychology showing that the presence or described as central to the product, the collect data on centrality and
to product concepts absence of central attributes and features drives a product was viewed as more greenness, and web surveys with
person’s judgment of the definition of the object environmentally friendly recruitment through mechanical Turk.
and his or her perception of the category to which 2. Same component on the same product
the object belongs. We contribute to this research was perceived as more or less central 4 empirical studies with 4 product
by showing how imbuing or modifying a central depending on the categorization of the categories. 650 participants in total
versus peripheral attribute with a characteristic (in participant were asked to rate several statements
this case, an environmental benefit) can influence As in study 1, participants judged the on a seven-point scale. A 2x2 design
perceptions of the extent to which the entire product as greener when the more was used to involve two factors in one
object has that characteristic. central component was environmentally experiment in the last 3.
friendly
It shows: 3. It showed that the product was rated
1. New consumer response to green greener if the attribute was integrated
products into the system (if the product’s
2. The effect on categorization on consumer functionality depends on the attribute)
evolution 4. Centrality contributes to the perceptions
3. Feature centrality categories and of greenness beyond the influence of the
concepts importance to the consumer
The effect of centrality on greenness of
the products is independent of the effect
of the attribute’s importance in
consumer choice
3 RQ Visualization of the relationships between channel The Relational Frame Theory RFT Large-scale, cross-sectional data
1) How does the monetary value of preference, product category characteristics and • PREVENTION FOCUSED set of 1 million customers
purchases by multichannel customers differ monetary value and the direct effect of channel o safety, security, and responsibility randomly drawn from 96 million
from that of single-channel customers? o minimizing negative outcomes
