Customer Behaviour & Decision Making
This report concentrates on providing a balanced view about the benefits and drawbacks of approaching customers as group segments or as individual consumers, by providing academic underpinning from reputable sources & personal critique.
“...Our DNA is as a consumer company - for that individual customer who's voting thumbs up or thumbs down. That's who we think about. And we think that our job is to take responsibility for the complete user experience. And if it's not up to par, it's our fault, plain and simply. “ Steve Jobs.
The purpose of this paper is to investigate the role of multiple actors in the customer behaviour and STP process, while observing the impact of key areas, such as: culture, globalisation, current marketing trends, postmodernism and brand affection. This study aims to contribute to the understanding of complexity, regarding market segmentation. The paper discusses the various problems that today’s marketer’s face and focuses on the emerging challenges of the new marketing reality.
This paper mainly deals with the concepts and issues surrounding the matter of consumption. Consumption is a complex social phenomenon, in which people consume goods or services for reasons beyond their basic use.
A consumer society is one in which the entire society is organized around the consumption and display of commodities, through which individuals gain prestige and identity. Given the above context, globalization brings about diverse trends, cultural differentiation and cultural hybridization (Pieterse, 1996).
The term “consumer culture” refers to cultures in which mass consumption fuels the economy and shapes perceptions, values, desires, and personal identity. Consumers do not make their decisions in a blank moment.
Their purchases are highly influenced by cultural, social and psychological factors. Therefore, a customer’s want has to be identified and his expectations must be matched with the other economic and social factors.
The world is moving and changing at a pace that is both positive and negative in a way. Britain is an exceptional example of this ongoing situation. London is now more diverse than any city that has ever existed. Altogether, more than 300 languages are spoken by the people of London, and the city has at least 50 non-indigenous communities with populations of 10,000 or more. (www.statistics.gov.uk)
People are changing from time to time, so do their tastes and preferences. Marketers are always concerned about cultural shifts and keen to discover new products or services that consumers may want. Understanding the ingredients and drivers of global consumer culture is the key to gaining insight regarding consumer behavior. In a diversified country like UK, culture not only influences consumer behavior but also reflects it. Marketing strategies are unlikely to change cultural values, but marketing does influence culture.
The following paper offers a glimpse into what retailing will look like in 2020 and outlines the implications for retailers today. In order to succeed, retailers will have to rethink their strategies and their points of differentiation; the customers of 2020 will require it.
Released by Edelman, the Cultural Connections: Latin America is an unprecedented study that identifies key consumer behaviors and trends in four major cities in Argentina, Brazil, Colombia and Mexico.
The following paper offers a glimpse into what retailing will look like in 2020 and outlines the implications for retailers today. In order to succeed, retailers will have to rethink their strategies and their points of differentiation; the customers of 2020 will require it.
Released by Edelman, the Cultural Connections: Latin America is an unprecedented study that identifies key consumer behaviors and trends in four major cities in Argentina, Brazil, Colombia and Mexico.
SAAL C - 16:00 - Attention to Retail: E-Commerce, M-Commerce and Adapting to ...PerformanceIN
Anne-Marie Schwab, general manager and vice president for RetailMeNot, France, will explore two of the biggest trends driving retail today: a skyrocketing use of mobile technologies and consumers' “addiction” to promotions.
Delegates can see how the rise of digital commerce has not only changed the way consumers shop, but also how they perceive the prices at which goods are sold.
With brands and retailers moving towards dynamic pricing, Schwab shares proprietary research on the new consumer journey, revealing the surprising motivations and emotions that drive deal-seeking behaviour, and how marketers can take advantage.
Social media has changed customer behaviour forever. It's taken the first steps towards re-empowering consumers and allowing them to take back control over vendor relationships. This talk looks at customer behaviour in social media.
A results driven, self motivated and resourceful Project Coordinator with an in depth understanding of all aspects of
project coordination and implementation. Experience supporting the delivery of new and existing products and business enhancements that enable individuals and organizations to improve quality and productivity. Well presented with excellent communications skills and having an analytical approach to solving problems and developing business processes. 8 years healthcare administration experience focusing on customer service, quality assurance, auditing and project management.
ESOMAR Best of Canada -- Shifting Customer Behaviour OnlineDelvinia
Delvinia CEO Adam Froman was among the speakers at ESOMAR's Best Of - Canada 2012 breakfast at the Hilton Toronto Hotel on May 9th. His presentation, Shifting Customer Behaviour Online, focused on our work with the Canadian Opera Company.
Through the use of data and analytics, the COC adopted a customer-centric approach towards the creation of a digital experience designed to showcase the richness of the opera, to connect with its client base and to drive online sales and donations.
For more information about Delvinia's work with the COC, please visit www.delvinia.com/work.
How to Understand the Stimuli and Barriers of Customer BehaviourJuan Jose Delgado
A Valuable Resource on How to Understand the Stimuli and Barriers of Customer Behaviour
•A fresh look at mobile payment adoption from a customer perspective
•Experience counts; identify the 3 key drivers that will drive mobile payment adoption
•How to classify customer payment personality and identify which ones are primed for adoption
Consumer Behaviour and Customer relationship management on online perchaseVijay r chari
the ppt tells about online consumer behaviour
data about internet user
c/s
social media marketing
B2B,B2G
mobile based marketing
decision making process
My books- Hacking Digital Learning Strategies http://hackingdls.com & Learning to Go https://gum.co/learn2go
Resources at http://shellyterrell.com/emoji
What does the future look like? Is it a dark space where we’re suffering from varying degrees of techamphetamine or are we heading towards a Utopian fantasy of abundance and harmony?
Understanding that our basic human needs and wants barely change, we explore the future state of a range of topics; from our need for physical sustenance through to our age-long fascination of transcending the limitations of our biology.
Looking at the future from a human perspective, our potential for greatness is teetering on a fine line between darkness and hope. We’re banking on the latter.
Study: The Future of VR, AR and Self-Driving CarsLinkedIn
We asked LinkedIn members worldwide about their levels of interest in the latest wave of technology: whether they’re using wearables, and whether they intend to buy self-driving cars and VR headsets as they become available. We asked them too about their attitudes to technology and to the growing role of Artificial Intelligence (AI) in the devices that they use. The answers were fascinating – and in many cases, surprising.
This SlideShare explores the full results of this study, including detailed market-by-market breakdowns of intention levels for each technology – and how attitudes change with age, location and seniority level. If you’re marketing a tech brand – or planning to use VR and wearables to reach a professional audience – then these are insights you won’t want to miss.
Consumerism Essay
Consumer Culture Essay
Consumer Culture Essay
Essay on Consumerism
Importance Of Consumerism
Consumerism Essay
Consumerism In America
Consumerism
Essay on Effects on Consumerism
Consumer Consumption Essay
SAAL C - 16:00 - Attention to Retail: E-Commerce, M-Commerce and Adapting to ...PerformanceIN
Anne-Marie Schwab, general manager and vice president for RetailMeNot, France, will explore two of the biggest trends driving retail today: a skyrocketing use of mobile technologies and consumers' “addiction” to promotions.
Delegates can see how the rise of digital commerce has not only changed the way consumers shop, but also how they perceive the prices at which goods are sold.
With brands and retailers moving towards dynamic pricing, Schwab shares proprietary research on the new consumer journey, revealing the surprising motivations and emotions that drive deal-seeking behaviour, and how marketers can take advantage.
Social media has changed customer behaviour forever. It's taken the first steps towards re-empowering consumers and allowing them to take back control over vendor relationships. This talk looks at customer behaviour in social media.
A results driven, self motivated and resourceful Project Coordinator with an in depth understanding of all aspects of
project coordination and implementation. Experience supporting the delivery of new and existing products and business enhancements that enable individuals and organizations to improve quality and productivity. Well presented with excellent communications skills and having an analytical approach to solving problems and developing business processes. 8 years healthcare administration experience focusing on customer service, quality assurance, auditing and project management.
ESOMAR Best of Canada -- Shifting Customer Behaviour OnlineDelvinia
Delvinia CEO Adam Froman was among the speakers at ESOMAR's Best Of - Canada 2012 breakfast at the Hilton Toronto Hotel on May 9th. His presentation, Shifting Customer Behaviour Online, focused on our work with the Canadian Opera Company.
Through the use of data and analytics, the COC adopted a customer-centric approach towards the creation of a digital experience designed to showcase the richness of the opera, to connect with its client base and to drive online sales and donations.
For more information about Delvinia's work with the COC, please visit www.delvinia.com/work.
How to Understand the Stimuli and Barriers of Customer BehaviourJuan Jose Delgado
A Valuable Resource on How to Understand the Stimuli and Barriers of Customer Behaviour
•A fresh look at mobile payment adoption from a customer perspective
•Experience counts; identify the 3 key drivers that will drive mobile payment adoption
•How to classify customer payment personality and identify which ones are primed for adoption
Consumer Behaviour and Customer relationship management on online perchaseVijay r chari
the ppt tells about online consumer behaviour
data about internet user
c/s
social media marketing
B2B,B2G
mobile based marketing
decision making process
My books- Hacking Digital Learning Strategies http://hackingdls.com & Learning to Go https://gum.co/learn2go
Resources at http://shellyterrell.com/emoji
What does the future look like? Is it a dark space where we’re suffering from varying degrees of techamphetamine or are we heading towards a Utopian fantasy of abundance and harmony?
Understanding that our basic human needs and wants barely change, we explore the future state of a range of topics; from our need for physical sustenance through to our age-long fascination of transcending the limitations of our biology.
Looking at the future from a human perspective, our potential for greatness is teetering on a fine line between darkness and hope. We’re banking on the latter.
Study: The Future of VR, AR and Self-Driving CarsLinkedIn
We asked LinkedIn members worldwide about their levels of interest in the latest wave of technology: whether they’re using wearables, and whether they intend to buy self-driving cars and VR headsets as they become available. We asked them too about their attitudes to technology and to the growing role of Artificial Intelligence (AI) in the devices that they use. The answers were fascinating – and in many cases, surprising.
This SlideShare explores the full results of this study, including detailed market-by-market breakdowns of intention levels for each technology – and how attitudes change with age, location and seniority level. If you’re marketing a tech brand – or planning to use VR and wearables to reach a professional audience – then these are insights you won’t want to miss.
Consumerism Essay
Consumer Culture Essay
Consumer Culture Essay
Essay on Consumerism
Importance Of Consumerism
Consumerism Essay
Consumerism In America
Consumerism
Essay on Effects on Consumerism
Consumer Consumption Essay
Consumption is no longer the straightforward, disproportionate exchange of the Industrial Age. The consumer in the Networked Society is more complex, more involved, and more versatile than ever before. Today we need a nuanced understanding of the consumer – someone who consumes products and services while behaving and contributing in many new ways. In the Networked Society, we see the consumer take on new roles, as user, co-creator, ennobler, enabler, producer, and activist.
http://www.ericsson.com/thinkingahead/networked_society/commerce_reports
Essay on American Consumer Culture
Consumer Consumption Essay
The Rise of Consumer Culture Essay
Essay about Consumer Culture and Identity
Consumer Culture Essay
US Consumer Culture
Consumer Culture Essay
Insights cultural diversity and revolutionary change semiotics in emerging ma...LeapFrog Strategy
Well established academically across the human sciences, semiotics has recently achieved mainstream recognition and use in consumer insight and marketing consultancy. Some major client corporations such as P&G and Unilever, using tried and tested suppliers, have achieved considerable success in applying the methodology globally. Many clients and supplier agencies, however, still see semiotics as an optional extra rather than an essential part of a thought through research process. Nowhere is the role of semiotics more important than for international business units looking to learn about developing markets and the increasingly diverse and fluid cross-cultural patterns that characterize globalization today.
Why Is Consumerism Bad For Our Society
Consumerism and Environment
Consumerism In Modern Society
Negative Effects of Consumerism Essay
Consumerism Essay
Consumerism: Childhood and Consumer Goods Essay
Consumer Consumption Essay
Essay on Consumerism
Consumerism Essay
In Defense Of Consumerism
Modern Society and Consumerism Essay
Consumerism Essay
Essay on Effects on Consumerism
Consumerism
Consumerism Worldview
Consumerism Bruce Dawe Essay
The Effects Of Consumerism
Consumer Culture Essay
Consumerism And Consumerism
Consumerism Vs Consumerism
Κ Ω Τ Σ Ο Β Ο Λ Ο Σ K-VALUES: ΟΙ ΑΞΙΕΣ ΜΑΣ «Θυμόμαστε τι μας Ενώνει»
Ο Σ κ ο π ό ς μ α ς
Τι ρόλο επιτελεί ο Σκοπός μιας εταιρεία ;
Για ποιο λόγο υπάρχει ;
Καθορίζει ΤΙ κάνουμε...ΤΙ θέλουμε να πετύχουμε
Είναι ο προορισμός μας
Τι ρόλο επιτελούν οι Αξίες σε μια εταιρεία;
Πρακτικά, τι σημαίνουν για μια εταιρεία;
Ο ι Α ξ ί ε ς μ α ς
Καθορίζουν ποιοι είμαστε και πως εργαζόμαστε
Παρέχουν σαφή καθοδήγηση σχετικά με το τι αναμένεται από τον καθένα μας σε επίπεδο συμπεριφορών
Απαντούν στο ΠΩΣ θα πετύχουμε τον Σκοπό μας
Καθορίζουν ποιοι είμαστε και πως εργαζόμαστε
Παρέχουν σαφή καθοδήγηση σχετικά με το τι αναμένεται σε επίπεδο συμπεριφορών
Απαντούν στο ΠΩΣ θα πετύχουμε τον Σκοπό μας
Αποτελούν την Πυξίδα μας
DigiMA eProject (2017): www.advertising.gr digital marketing planSpyros Langkos
Στο www.advertising.gr ο χρήστης μπορεί κανείς να βρει καθημερινά όλη την ενημέρωση που χρειάζεται για τον κλάδο της επικοινωνίας και του μάρκετινγκ, όπως τις καταγράφει η δημοσιογραφική ομάδα του περιοδικού Επικοινωνίας και Marketing adbusiness, και του ανάλογης θεματολογίας καθημερινού Newsletter BusinessToday.
Είναι η ειδησεογραφική ιστοσελίδα της DIRECTION BUSINESS NETWORK, για την αγορά της Επικοινωνίας, Marketing και Διαφήμισης σε Ελλάδα και εξωτερικό.
Φιλοξενεί όλα τα νέα του κλάδου, με γνώμονα την ποιοτική, έγκυρη και έγκαιρη ενημέρωση, παρέχοντας πλούσιο ρεπορτάζ, με συνεχή καθημερινή ροή εγχώριων και διεθνών ειδήσεων για το σύνολο της επιχειρηματικής αγοράς.
Στην παρούσα εργασία παρουσιάζεται το Digital Marketing πλάνο της ιστοσελίδας από τον ανασχεδιασμό της (Μάρτιος 2016),η κατάσταση πριν από αυτό και έπειτα αναλύονται όλες οι ενέργειες που ακολουθήθηκαν μέχρι σήμερα, καθώς και χρήσιμες βελτιώσεις και προτάσεις προς την αύξηση όλων των δεικτών.
www.advertising.gr / www.direction.gr
www.digima.gr
Basketnet.gr: Online Media Kit
Μέσα από τις σελίδες του portal για τους φίλους του μπάσκετ (basketnet.gr), οι φίλαθλοι μπορούν να αναζητήσουν ολοκληρωμένη και έγκυρη πληροφόρηση, από μια μεγάλη ομάδα έγκριτων δημοσιογράφων του χώρου, για τις θεματικές ενότητες όλων των Ελληνικών πρωταθλημάτων, της Euroleague, του Eurocup, του NBA, του NCAA κ.λ.π., αλλά και για τα παρασκήνια του αθλήματος.
Επιχειρηματικό ειδησεογραφικό portal , που προσεγγίζει και παρακολουθεί το σύνολο της επιχειρηματικής αγοράς μέσα από το πρίσμα και τη φιλοσοφία που χαρακτηρίζει όλες τις προσπάθειες της DIRECTION: εγκυρότητα, ακρίβεια, ρεπορτάζ, εστίαση στους πρωταγωνιστές της αγοράς, στήριξη στις υγιείς δυνάμεις της επιχειρηματικής σκηνής.
Ιδρύθηκε στο Τορίνο το 1946 από τον Mino Pissimiglia και ήταν το 1o περιοδικό ομορφιάς με στόχο τόσο τους κομμωτές, όσο και τους πελάτες τους. Γρήγορα έγινε το πιο σεβαστό ιταλικό περιοδικό!
Συνέχισε να αναπτύσσεται με ταχείς ρυθμούς σε όλο τον κόσμο, προσφέροντας στους αναγνώστες νέα της μόδας, ρεπορτάζ και συνεντεύξεις.
Είναι αδιαμφισβήτητα ο ηγέτης της βιομηχανίας της κομμωτικής, με ένα δίκτυο που αποτελείται από 27 εκδόσεις σε 60 χώρες και συνολικά κυκλοφορία πάνω από 339.500 αντίτυπα.
www.esteticamagazine.gr
Education Awards 2015:Yποψηφιότητα κατηγορίας Social Media - Λάνγκος ΣπύροςSpyros Langkos
Education Awards
Δημιουργούμε νέα πρότυπα!
Με γνώμονα τις εξαιρετικές ακαδημαϊκές επιδόσεις και την ενασχόληση με παράλληλες επαγγελματικές και κοινωνικές δραστηριότητες κατά τη διάρκεια των σπουδών, το Mediterranean College προχωρά σε ένα ακόμα καινοτόμο βήμα για τα εκπαιδευτικά δρώμενα, με... τα Education Awards 2015, δημιουργώντας νέα πρότυπα!
Το πρώτο Ελληνικό, αγγλόφωνο ιδιωτικό Κολλέγιο με τη μεγαλύτερη ιστορική διαδρομή στα εκπαιδευτικά δρώμενα της Ελλάδας, συγκεντρώνει – για πρώτη φορά στην Ελλάδα! – τους καλύτερους φοιτητές/αποφοίτους Ιδιωτικών Κολλεγίων, Δημοσίων ΑΕΙ/ΤΕΙ και Πανεπιστημίων Εξωτερικού, προκειμένου να διαγωνιστούν και να αναδειχθούν οι άριστοι ανάμεσά τους που θα αποσπάσουν τα φετινά Βραβεία Εκπαίδευσης. Όλοι οι υποψήφιοι έχουν προταθεί από την Επιτροπή των Βραβείων Εκπαίδευσης ως οι καλύτεροι στην κατηγορία βραβείων που έχουν επιλέξουν να θέσουν υποψηφιότητα.
Πρόκειται για μια μεγάλη πρωτοβουλία του Mediterranean College, με στόχο τη δημιουργία νέων προτύπων και την ανάδειξη ολοκληρωμένων προσωπικοτήτων, μέσα από αξιόλογους νέους της χώρας μας.
Όλοι οι νικητές – ένας από κάθε κατηγορία βραβείων – κερδίζουν, πέραν της τιμητικής βράβευσης και πλακέτας, μία υποτροφία σε μεταπτυχιακό πρόγραμμα του Κολλεγίου αλλά και την ευκαιρία να διεκδικήσουν μια θέση εργασίας σε κορυφαίες εταιρείες της αγοράς!
Τα Βραβεία Εκπαίδευσης αποτελούν μια μεγάλη πρωτοβουλία του Mediterranean College με στόχο τη δημιουργία νέων προτύπων μέσα από την ανάδειξη εξαιρετικών επιδόσεων των νέων στις σπουδές, την εργασία, στον αθλητισμό, την κοινωνική προσφορά.
Ποιοι μπορούν να συμμετέχουν;
Τα Βραβεία Εκπαίδευσης είναι ανοιχτά σε όλους τους φοι
Η Αθήνα ως διεθνής τουριστικός προορισμός: Mια εμπειρική μελέτη της εικόνας τ...Spyros Langkos
Παρουσίαση στο 3rd Student Excellence Conference 2015
Η Αθήνα ως διεθνής τουριστικός προορισμός: μια εμπειρική μελέτη της εικόνας της πόλης και του ρόλου των τοπικών «φορέων μάρκετινγκ προορισμού»
Σπύρος Λάνγκος, Mediterranean College Αθήνα - Σχολή Διοίκησης Επιχειρήσεων
http://www.medcollege.edu.gr/en/student-excellence-conference-programma
Προορισμοί σε όλο τον κόσμο σε μεγάλο βαθμό ανταγωνίζονται μεταξύ τους, προκειμένου να διατηρηθεί η ελκυστικότητα και την ανταγωνιστικότητά τους στην παγκόσμια τουριστική βιομηχανία. Για να γίνει αυτό, είναι απαραίτητο για τις αρχές προορισμού να είναι σε θέση να αντιμετωπίσουν τις διαφορετικές ανάγκες των διαφόρων τμημάτων της αγοράς, καθώς και για την εικόνα τους και να διαχειρίζονται τους προορισμούς με τρόπο που προσελκύει τους τουρίστες. Με άλλα λόγια, θα πρέπει να εφαρμόσουν αποτελεσματικά Destination Marketing, ο όρος που αναφέρεται στην προώθηση των τουριστικών προορισμών ως μέσο βελτίωσης της εικόνας και τη δημοτικότητά τους,
Η τουριστική βιομηχανία στην Ελλάδα είναι ένας από τους σημαντικότερους τομείς της οικονομίας που αφορά στη χώρα της αξίας (Ελληνική Στατιστική Αρχή, το 2014). Υπάρχουν πολλές δημόσιες και ιδιωτικές οργανώσεις που εμπλέκονται στην τουριστική βιομηχανία στην Ελλάδα.
6 προσωπικές συνεντεύξεις με στελέχη που εργάζονταν σε 6 διάσημα τοπικά DMOs. τεχνικές δειγματοληψία χωρίς πιθανότητα, τα μέλη του δείγματος επιλέγονται με βάση τη γνώση, τις σχέσεις τους και την εμπειρογνωμοσύνη όσον αφορά ένα θέμα έρευνας
Η ανάλυση περιεχομένου χρησιμοποιείται για την ανάλυση των δεδομένων που συγκεντρώθηκαν από τις προσωπικές συνεντεύξεις.
Student Excellence Conference 2015
Η Αθήνα ως Διεθνής Τουριστικός Προορισμός: Μια εμπειρική μελέτη της εικόνας της πόλης και του ρόλου των τοπικών "φορέων μάρκετινγκ προορισμού"
Σπύρος Λάνγκος - Mediterranean College Αθήνας - Σχολή Διοίκησης Επιχειρήσεων
DIRECTION BUSINESS NETWORK publishes more than 25 printed and electronic titles and maintains a strong web presence, aiming to promote and support different sectors of Greek economy.
It offers daily valid, timely and comprehensive information covering the following areas:
Marketing, Communication & Media
Retail & Manufacturing
Corporate Social Responsibility
New Technology & Telecommunications
Personal Care
Sport
Established Relationships with Purchase (Loyalty)
The immediate, reliable and interactive communication with the markets in which it operates, placing the company at the heart of business developments and new modular market trends.
Through its publications, DIRECTION offers objective information and valuable working tools in all professional sectors covered (Opinion Leaders, Opinion Makers, Decision Makers), systematically highlighting businesses, products or services, and people or groups behind them.
The deep expertise and experience necessary to create mutual trust and cooperation with the overall market and lay the foundation for the further expansion of its activities DIRECTION.
Added Value
As part of the continuous expansion of its activities, DIRECTION has the necessary expertise (know-how) for the further expansion of "niche" markets covered by the provision of new services / products, with special concern to increase the added value for the company's customers, the exploitation of synergies (synergies) and creating economies of scale.
Vision - Objectives
With great sensitivity and awareness of the needs and significant changes experienced by the Greek market today, DIRECTION meets the challenges of the time and is always in mind providing information, support and assistance to the business community of our country.
Athens as an international tourism destination: An empirical investigation to...Spyros Langkos
INDEPENDENT STUDΥ
“Athens as an international tourism destination: An empirical investigation to the city’s imagery and the role of local DMO’s.”
The aim of this project was to identify the role of DMOs in promoting Athens as a tourist destination, as well as to evaluate their effectiveness in terms of marketing and managing the tourist product of Athens, its popularity and imagery.
ABSTRACT
The aim of this thesis is to identify the role of DMOs in promoting Athens as a tourist destination, as well as to evaluate their effectiveness in terms of marketing and managing the tourist product of Athens, its popularity and imagery. For that purposes, 6 personal interviews were conducted with executives who were working in 6 famous local DMOs operating both generally in Greece and specifically in Athens.
The result of this study indicated that DMOs are playing a crucial role for the promotion of Athens as a tourist destination. DMOs key responsibilities include: development of sophisticated online marketing strategies, creation of high quality published material, participation in international tourism fairs for developing relationships with key stakeholders and development of network synergies with airline companies, and international tourism organizations.
Athens is a destination with great potential for future growth and for that reason DMOs have designed certain plans for the next three years in order to exploit the opportunities which are presented. The future plans of the DMOs give particular emphasis in the opening in new tourist markets and more particularly in the markets of Russia, Turkey China, and USA. Besides, DMOs will focus in five forms of tourism which can be developed successfully in Athens, namely: 1) cultural tourism, 2) health tourism, 3) luxury tourism, 4) city break tourism, and 5) convention tourism
On the other hand, the executives of the DMOs underlined several problems which prevent the tourism development of Athens. The majority of these problems are related with the business environment in Greece which has become less competitive due to the crisis. Besides, the city as a destination faces the problems of seasonality as well as missing infrastructures.
Finally, the research showed that DMOs have established strong and long term relationships with DMOs in foreign countries. These partnerships allow the Greek DMOs to be updated concerning the trends of the global tourism market as well as enhance the movement of tourists between cooperating countries. Nevertheless, the promotion of Athens as a tourism destination requires a more concerted effort between the public and the private stakeholders which are involved in the tourism industry. The benefits will be multiplied for businesses, the state and the society in general.
University of Derby: Collaborative Conference 2014 - Innovate,Inspire & Impac...Spyros Langkos
High Expectations? Why not !
A generic framework for achieving high quality in a student’s performance
Abstract:
High school students are used to a certain way of working in a protective school environment, closely supervised by their teachers. The collaborative partnership between Mediterranean College and the University of Derby involves a transition to the more demanding academic environment, which requires certain skills and specific ways of operating and working. This includes the need to discover and acquire knowledge, but also to critically evaluate all the information that is offered to them and it demands a well-defined working framework. As students themselves begin to understand the academic demands of the modules, the role of the academic tutor is vital in showing the way to these students and helping them progress, up to the level where their work can even become part of the academic community by publication in a conference or journal. If these requirements are met, we can definitely have high expectation from nearly all of them. This workshop is led by Mediterranean College and involves participation by a Programme Leader and a group of students studying Business and Computing undergraduate and post graduate programmes.
Disclaimer & Copyright:
University of Derby
Mediterranean college
Langkos Spyros
Στρατηγική Ανάλυση Μάρκετινγκ: μελέτη περίπτωσης της Alfa Pastry S.ASpyros Langkos
Η παρουσίαση αυτή στοχεύει στην παροχή μιας στρατηγικής ανάλυσης της διαχείρισης της Alfa Pastry SA, ένας από τους πιο σημαντικούς παράγοντες, που δραστηριοποιούνται στην ελληνική αγορά κατεψυγμένων βιομηχανίας επεξεργασμένων τροφίμων. Όπως συμβαίνει με τις περισσότερες ελληνικές επιχειρήσεις, Alfa λειτουργεί σε ένα ταραχώδες οικονομικό και πολιτικό περιβάλλον. Την ίδια στιγμή, οι Έλληνες καταναλωτές δίνουν έμφαση στις χαμηλές τιμές και υψηλή ποιότητα των προϊόντων διατροφής. Χάρη στην ποιότητα και την καινοτομία της, η Alfa κατάφερε να βελτιώσει σημαντικά την αύξηση των πωλήσεων από το 1998.
Ωστόσο, η ανταγωνιστική θέση της στην βιομηχανία καθώς και οι απειλές που έχει να αντιμετωπίσει, σημαίνει ότι η εταιρεία πρέπει να κάνει βήματα προς τη βελτίωση της. Η ανάπτυξη της αγοράς, η αποτελεσματική προώθηση, η ανάπτυξη των online πωλήσεων, η διαφοροποίηση των προϊόντων, καθώς και ο δημοσιονομικός ελέγχος είναι μόνο μερικοί από τους τρόπους με τους οποίους θα μπορούσε να ενισχύσει Alfa και να διατηρήσουν τη μελλοντική ανάπτυξη και την ανταγωνιστικότητά της.
Εθνικό Αρχαιολογικό Μουσείο: Ανάπτυξη νέων μορφών υπηρεσιών για την εξυπηρέτη...Spyros Langkos
Εθνικό Αρχαιολογικό Μουσείο - Delivering Customer Service
Δυνατά Σημεία
• Οργανισμός που υπάγεται σε κυβερνητική δικαιοδοσία
• Ισχυρή αναγνωσιμότητα στη διεθνή αρχαιολογική κοινότητα
(επιστημονική & μη)
• Σχετικά καλή διαδικτυακή παρουσία
• Έντυποι οδηγοί ξενάγησης
• Υψηλός αριθμός διεθνών επισκεπτών
• Price: Μείωση τιμής στα 5 ευρώ, κάρτες μέλους
• Promotion: Χρήση ψηφιακών μέσων, Στοχευόμενο placement διαφήμισης (Ελ.
Βενιζέλος), ανάπτυξη συνεργειών (Ξενοδοχεία-tour operators), Direct marketing
• Product / service: Touch screen (διαδραστικά μέσα), δημιουργία εστιατορίου
βελτίωση των υποδομών του εξωτερικού χώρου
• Place: Συνεργασία με εταιρείες τουριστικών λεωφορείων για βελτίωση
προσβασιμότητας τουριστών στο μουσείο
• Physical Evidence: Εκσυγχρονισμός εσωτερικού χώρου, Μουσική υπόκρουση
(π.χ κλασσική μουσική), Βελτίωση φωτισμού
• People: Εκπαίδευση προσωπικού, Ομοιόμορφη ενδυμασία υπαλλήλων
• Process: Τοποθέτηση σήμανσης, εκμετάλλευση διαδραστικών μέσων (ψηφιο-
ποίηση εκθεμάτων)
MARKETING MIX (7PS)
Αδύνατα Σημεία
• Έλλειψη σύγχρονων ψηφιακών/ηλεκτρονικών μέσων
• Έλλειψη διαδραστικής σύνδεσης με άλλα κατά τόπους
Μουσεία στον κόσμο
• Έλλειψη υλικού ηλεκτρονικής μάθησης & εσωτερικής
εκπαίδευσης προσωπικού
• Υπηρεσίες προσανατολισμένες στο φυσικό επισκέπτη-πελάτη
ΑΝΑΠΤΥΞΗ ΥΠΗΡΕΣΙΩΝ
Ο κύριος παράγοντας για τους πιθανούς επισκέπτες, όταν αποφασίσουν να επισκεφθούν ένα μουσείο, είναι πολύ
περισσότερο το περιβάλλον στο σύνολό του και η αλληλεπίδραση με τη συλλογή . Προσφορά ευκαιριών για εμπλοκή .
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Unit 8 - Information and Communication Technology (Paper I).pdfThiyagu K
This slides describes the basic concepts of ICT, basics of Email, Emerging Technology and Digital Initiatives in Education. This presentations aligns with the UGC Paper I syllabus.
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The Roman Empire, a vast and enduring power, stands as one of history's most remarkable civilizations, leaving an indelible imprint on the world. It emerged from the Roman Republic, transitioning into an imperial powerhouse under the leadership of Augustus Caesar in 27 BCE. This transformation marked the beginning of an era defined by unprecedented territorial expansion, architectural marvels, and profound cultural influence.
The empire's roots lie in the city of Rome, founded, according to legend, by Romulus in 753 BCE. Over centuries, Rome evolved from a small settlement to a formidable republic, characterized by a complex political system with elected officials and checks on power. However, internal strife, class conflicts, and military ambitions paved the way for the end of the Republic. Julius Caesar’s dictatorship and subsequent assassination in 44 BCE created a power vacuum, leading to a civil war. Octavian, later Augustus, emerged victorious, heralding the Roman Empire’s birth.
Under Augustus, the empire experienced the Pax Romana, a 200-year period of relative peace and stability. Augustus reformed the military, established efficient administrative systems, and initiated grand construction projects. The empire's borders expanded, encompassing territories from Britain to Egypt and from Spain to the Euphrates. Roman legions, renowned for their discipline and engineering prowess, secured and maintained these vast territories, building roads, fortifications, and cities that facilitated control and integration.
The Roman Empire’s society was hierarchical, with a rigid class system. At the top were the patricians, wealthy elites who held significant political power. Below them were the plebeians, free citizens with limited political influence, and the vast numbers of slaves who formed the backbone of the economy. The family unit was central, governed by the paterfamilias, the male head who held absolute authority.
Culturally, the Romans were eclectic, absorbing and adapting elements from the civilizations they encountered, particularly the Greeks. Roman art, literature, and philosophy reflected this synthesis, creating a rich cultural tapestry. Latin, the Roman language, became the lingua franca of the Western world, influencing numerous modern languages.
Roman architecture and engineering achievements were monumental. They perfected the arch, vault, and dome, constructing enduring structures like the Colosseum, Pantheon, and aqueducts. These engineering marvels not only showcased Roman ingenuity but also served practical purposes, from public entertainment to water supply.
Embracing GenAI - A Strategic ImperativePeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
Synthetic Fiber Construction in lab .pptxPavel ( NSTU)
Synthetic fiber production is a fascinating and complex field that blends chemistry, engineering, and environmental science. By understanding these aspects, students can gain a comprehensive view of synthetic fiber production, its impact on society and the environment, and the potential for future innovations. Synthetic fibers play a crucial role in modern society, impacting various aspects of daily life, industry, and the environment. ynthetic fibers are integral to modern life, offering a range of benefits from cost-effectiveness and versatility to innovative applications and performance characteristics. While they pose environmental challenges, ongoing research and development aim to create more sustainable and eco-friendly alternatives. Understanding the importance of synthetic fibers helps in appreciating their role in the economy, industry, and daily life, while also emphasizing the need for sustainable practices and innovation.
Palestine last event orientationfvgnh .pptxRaedMohamed3
An EFL lesson about the current events in Palestine. It is intended to be for intermediate students who wish to increase their listening skills through a short lesson in power point.
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
How libraries can support authors with open access requirements for UKRI fund...
Customer behaviour & Decision making
1. M.Sc in Marketing Management
Customer Behaviour & Decision Making
R e p o r t
SPYROS LANGKOS
ID: 100285557
Tutor: Mrs. Aggeliki Kotsolaki
Athens, January 2014
Customer Behavior & Decision Making | Report 1
2. This report concentrates on providing a balanced
view
about
the
benefits
and
drawbacks
of
approaching customers as group segments or as
individual
consumers,
by
providing
academic
underpinning from reputable sources & personal
critique.
Source: Google images – Keyword: Consumer culture
“...Our DNA is as a consumer company - for that individual customer who's
voting thumbs up or thumbs down. That's who we think about. And we think
that our job is to take responsibility for the complete user experience. And if
it's not up to par, it's our fault, plain and simply. “
Steve Jobs
Customer Behavior & Decision Making | Report 2
3. 1. Table of Contents
1.
Contents..................................................................................3
2.
Acknowledgements................................................................4
3.
Introduction.............................................................................5
4. Postmodern Social Reality ....................................................7
5. Consumer culture...................................................................9
6. Segmentation, targeting & positioning..............................11
7. Branding................................................................................14
8. Globalisation of Culture.......................................................16
9. Current Marketing Implications...........................................18
10. Conclusions..........................................................................21
11. Appendix...............................................................................23
12. Bibliography.........................................................................25
Customer Behavior & Decision Making | Report 3
4. 2. Acknowledgements
The development and the implementation of this report was made possible by
the appreciation of my family and friends, who constantly helped me and
offered their support.
I also want to thank Andreas - the Mediterranean College Librarian, who was
always eager to help me find my references, in times which I was facing some
difficulties.
Most of all, I would like to thank, our module leader Mrs. Aggeliki Kotsolaki for
her continuous guidance, so that I can bring closure to our assignment work.
Still, I would like to thank my business supervisor at work, Mrs. Markaki
Anastacia, Marketing Director at iNFODATA,, for her patience towards my
academic needs and her guidance towards the English Culture.
Without the help of these people, my research could not have taken place.
Therefore I thank you all again for your contributions to my effort, by stating
that you have my appreciation and respect.
“ Facing the New World ”
Source: Bureau of Labour Statistics, Photo: Reuters – Getty Images
Customer Behavior & Decision Making | Report 4
5. 3. Introduction
The purpose of this paper is to investigate the role of multiple actors in the
customer behaviour and STP process, while observing the impact of key
areas,
such
as:
culture,
globalisation,
current
marketing
trends,
postmodernism and brand affection. This study aims to contribute to the
understanding of complexity, regarding market segmentation. The paper
discusses the various problems that today’s marketer’s face and focuses on
the emerging challenges of the new marketing reality.
This paper mainly deals with the concepts and issues surrounding the matter
of consumption. Consumption is a complex social phenomenon, in which
people consume goods or services for reasons beyond their basic use.
A consumer society is one in which the entire society is organized around the
consumption and display of commodities, through which individuals gain
prestige and identity. Given the above context, globalization brings about
diverse trends, cultural differentiation and cultural hybridization (Pieterse,
1996).
The term “consumer culture” refers to cultures in which mass consumption
fuels the economy and shapes perceptions, values, desires, and personal
identity. Consumers do not make their decisions in a blank moment.
Their purchases are highly influenced by cultural, social and psychological
factors. Therefore, a customer’s want has to be identified and his expectations
must be matched with the other economic and social factors.
The world is moving and changing at a pace that is both positive and negative
in a way. Britain is an exceptional example of this ongoing situation. London is
now more diverse than any city that has ever existed. Altogether, more than
300 languages are spoken by the people of London, and the city has at least
50 non-indigenous communities with populations of 10,000 or more.
(www.statistics.gov.uk)
Customer Behavior & Decision Making | Report 5
6. People are changing from time to time, so do their tastes and preferences.
Marketers are always concerned about cultural shifts and keen to discover
new products or services that consumers may want. Understanding the
ingredients and drivers of global consumer culture is the key to gaining insight
regarding consumer behavior. In a diversified country like UK, culture not only
influences consumer behavior but also reflects it. Marketing strategies are
unlikely to change cultural values, but marketing does influence culture.
Companies nowadays, have powerful technologies for understanding and
interacting with customers, yet most still depend on mass media marketing to
drive impersonal transactions. In this paper we analyze mass customization
and one-to-one marketing. That means making brands subservient to longterm customer relationships. To compete, companies must shift from pushing
individual products to building long-term customer relationships
In this paper, we consider the way organizations determine the segments in
which they need to concentrate their commercial efforts. This process is
referred to as market segmentation. The method by which whole markets are
subdivided into different segments is referred to as the STP process. STP
refers to the three activities that should be undertaken if segmentation is to be
successful, these are segmentation, targeting, and positioning.
Source: www.contentmarketinginstitute.com (Access12/01/2014)
Customer Behavior & Decision Making | Report 6
7. 4. Postmodern Social Reality
Evolution of the English society
The supremacy of Western thinking has been challenged throughout the
twentieth century and especially with the decline of colonial empires.
Postmodern thinkers, also point the fragmentation of experience and the
compression of time and space as defining features of the late twentieth
century. Most of UK was once dominated by heavy industry, where people
were miners, shipbuilders or mill workers and the basis of social life was for
these men and women, their relationship with the process of production.
Their personal, collective and cultural identities were rooted in the locality
around the workplace and in the values of the industry for which they worked.
The last thirty years have seen a radical shift in the nature of this relationship.
The land which used to house the factories and mines has now been
developed for out-of-town shopping areas such as the Metro Centre.
To a significant extent, they have become tourists in our own cultures.
Sunday no longer means a trip to church or chapel, but rather a visit to the
cathedrals of consumerism. Shopping malls have become major sites of
leisure activity, the pilgrimage is enough even without the act of buying.
Englishmen, no longer conform to the traditions of the old occupational
cultures and instead choose a lifestyle. This term, not in itself a new one, was
taken by the advertising and designer culture of the 1980s to stand for the
individuality and self-expression that was the cornerstone of the free market
revolution of that decade. (Stuart Sim, 2001)
Source: Google images – Keyword: Globalazation
Customer Behavior & Decision Making | Report 7
8. Keep Calm & Consume mentality
The era of mass consumption, with its emphasis on conformity and similarity,
has been replaced by an apparently endless choice and variety of consumer
goods aimed at specific market segments. Those who participate are not just
fashion victims, but actively wish to join in and actively desire the
opportunities for self-expression and display which are provided by the
choices of the shopping malls. Power has now come to be seen as the
capacity to spend in order to find expression for an aspiration lifestyle.
(O’Shaughnessy J, 2002)
Advertising is of particular interest to postmodernists since many ads are
regarded as masterpieces of condensed nuance, parodies of the mightier
melodramas of cinema and soap opera. For postmodernism, marketing
equalizes everything in the service of consumption. (Venkatesh A. 1999).
In the postmodern world the basic dogma is: I shop therefore I am. However
we need to reflect on the question of what happens to those who cannot shop
and are therefore excluded from the basis of social identity.
Source: Google images – Keyword: United Kingdom flag
Customer Behavior & Decision Making | Report 8
9. 5. Consumer Culture
Historical Development
Just a few centuries ago before the Industrial Revolution consumption
patterns were very different from those that exist today. People had limited
time and other sources to spare for shopping for goods, particularly those
produced far from home with the exception of a very few elite who had long
enjoyed higher consumption standards. Then the Industrial Revolution
drastically transformed production. Production levels in England soared
significantly. In the early 19th century about two-thirds of the increased output
was sold to other countries around the world. However, growth through
expansion into foreign markets had its limits that required the rise in the
domestic consumption. English patterns of consumption were changing and
leading to a growing middle class and working class, allowing these classes to
become consuming classes. Workers would no longer prefer to work just to
earn their traditional weekly income and stop to enjoy more leisure; rather
they would prefer longer hours to earn and spend more. The former attitude
was not compatible with mass production and mass consumption (Goodwin,
Nelson, Ackerman and Weisskopf, 2008).
Customer Behavior & Decision Making | Report 9
10. The concept of Consumption
Consumption is a social and cultural process involving cultural signs and
symbols beyond an economic, utilitarian process (Bocock, 2005).
Within consumer society, objects are used fast and disposed wastefully.
Recently this rapid use and disposal has been largely associated with the
corruption of values and thus often carries a negative meaning. (Penpece,
2006). Baudrillard (1998) argues that the consumer society needs its objects
in order to exist, and in a way, consumer society needs to destroy its objects.
Baudrillard (1998) believes consumption is merely an intermediate term
between production and destruction. Goodwin, Nelson, Ackerman and
Weisskopf (2008), explains how consumer society can only make sense in its
social context:
“The modern consumer is not an isolated individual making purchases in a vacuum.
Rather, we are all participants in a contemporary phenomenon that has been
variously called a consumerist culture and a consumer society. To say that some
people have consumerist values or attitudes means that they always want to
consume more, and that they find meaning and satisfaction in life, to a large extent,
through the purchase of new consumer goods.”
The ideology of consumerism is not limited to those who can actually afford
goods, but surrounds those who can dream about them, who can have
access to that dream-world.
Bocock defines consumerism as: an active
ideology in which the meaning of life is to be found in buying things and
prepackaged
experiences
that
spread
through
modern
capitalism.
This ideology of consumerism serves both to legitimate capitalism in the daily
lives and everyday practices of many people in global world and motivate
people to become consumers in fantasy as well as in reality. (Bocock, 2005).
Customer Behavior & Decision Making | Report 10
11. 6. Segmentation, Targeting & Positioning
Market Segmentation Process
The intricacies involved in market segmentation are said to make it an
exacting activity. Griffith and Pol (1994) argue this point on the basis of
multiple product applications, greater customer variability, and problems
associated with the identification of the key differences between groups of
customers. There are two main approaches to segmenting markets:
The first adopts the view that the market is considered to consist of customers
which are essentially the same, so the task is to identify groups which share
particular differences. This is referred to as the breakdown method.
The second approach considers a market to consist of customers that are all
different, so here the task is to find similarities. This is known as the build-up
method. The breakdown approach is perhaps the most established and well
recognized and is the main method used for segmenting consumer markets.
The build-up approach seeks to move from the individual level where all
customers are different, to a more general level of analysis based on the
identification of similarities (Freytag and Clarke, 2001). The build-up method is
customer oriented as it seeks to determine common customer needs. The aim
of both methods is to identify segments in the market where identifiable
differences exist between segments (segment heterogeneity) and similarities
exist between members within each segment (member homogeneity).
Source: Google images – Keyword: target your customers
Customer Behavior & Decision Making | Report 11
12. Philip Kotler suggests that, to be effective and useful to your business, a
market segment must have certain characteristics. It must be:
Measurable. You need to know its size, key characteristics,
purchasing power, and preferences.
Substantial. The segment of interest must be large enough to be
profitably served by you.
Accessible. There is no point in segmenting if you know in advance
that there is no practical way to access a segment’s members.
Differentiable. Segments
must respond differently to different
marketing programs. Kotler gives the example of married and
unmarried women’s response to perfumes. If there is no difference in
their responses, then there is no effective segmentation.
Actionable. There must be a practical and cost-effective way to attract
and serve customers in the segment.
Positioning
In the "Note on Marketing Strategy" (HBS No. 598-051), positioning is defined
as the marketer's effort to identify a unique selling proposition for the product.
It is arranging for a product to occupy a clear, distinctive, and attractive
position relative to competing products in the minds of target consumers.
In finding a desirable positioning, the firm has to consider, for each potential
segment, how it would approach serving that group of customers and how it
would want to be perceived by those customers. The answers should be
based on a thorough understanding of the customer, the competitive
environment and the conditions of the market in which it operates.
Customer Behavior & Decision Making | Report 12
13. Targeting the Market
A market can be defined as ‘a group of individuals and organizations that
have a need or potential need in common that can be satisfied through a
specific service offering and have the ability to pay for it. The targeting
process is flexible and indeed can be highly creative if a firm puts
considerable effort into the process. It is feasible for a firm to focus on quite a
broad market or a narrow one offering a few core services or the firm can
target a number of segments with a attempt to offer a differentiated service for
each which would entail developing a separate marketing mix for each
segment. (Miklos Sawary 2005, HBS ).
Customer Behavior & Decision Making | Report 13
14. 7. Branding
The concept of brand has spread far beyond consumer marketing where it
originated, to enter into management (corporate branding), welfare, politics
and the construction of local identities (Olins, 2003; Van Ham, 2001).
Like the factory in times of Fordism they present an exemplary embodiment of
the prevailing logic of capital (Lash, 2002: 142). This logic consists in an
extended recourse to forms of unpaid immaterial labour as a source of surplus
value. This way, brands can be understood as a capitalist response to the
condition of post-modernity, marked by an intensified mediatization of the
social identity and community. (Adam Arvidsson, 2005).
Source: Hugo Boss Investors Handbook,
Available at www.hugoboss.com (Accessed 13/01/2014)
Customer Behavior & Decision Making | Report 14
15. Brand management
In consumer marketing, brands often provide the primary points of
differentiation between competitive offerings, and as such they can be critical
to the success of companies. Therefore it is important, that the management
of brands is approached strategically. However, the lack of an effective
dialogue between functions that are disparate in philosophy and do not have a
common and compatible use of terminology may be a barrier to strategic
management within organizations. ( Wood L., 2000)
Brand equity
An attempt to define the relationship between customers and brands
produced the term ``brand equity'' in the marketing literature. The concept of
brand equity has highlighted the importance of having a long-term focus within
brand management. Although there have been significant moves by
companies to be strategic in the way that brands are managed, a lack of
common terminology and philosophy within and between disciplines persists
and may hinder communication. Brand equity, like the concepts of brand and
added value has proliferated into multiple meanings. The concept is to be
defined, both in terms, of the relationship between customer and brand
(consumer-oriented definitions), or as something that accrues to the brand
owner (company-oriented definitions). (Wood L., 2000)
Source: Google images – Keyword: Brand Architecture
Available: http://brandconnectix.com
Customer Behavior & Decision Making | Report 15
16. 8. Globalisation of Culture
Definition of Culture
Culture, as Williams pointed out in 1958, “is one of the two or three most
complicated words in the English language”. The complications arise because
the concept has evolved differently in different European languages and in
different disciplines. The word derives from the Latin “colere”, which had
various meanings, including to cultivate, protect, inhabit and honor with
worship. Williams noted that some of these meanings dropped away although
they remain linked through derived nouns such as cult, for honor with worship
and colony for inhabit. The Latin noun cultura evolved and its main meaning
was cultivation in the sense of husbandry. Much later after it passed into
English early in 15th century, it came also to include cultivation of the mind.
(Harvey and Stensaker, 2008).
Source: Google images – Keyword: Western Lifestyle. (Accessed 13/01/2014)
Customer Behavior & Decision Making | Report 16
17. The Borderless Global Culture
Global Culture is a complex and abstract construct that consists of various
implicit and explicit elements (Groeschl and Doherty, 2000), that makes it
difficult for academics across disciplines to agree on a common description.
Over 200 descriptions of culture have been found; however, the most broadly
known and used definition in marketing literature is the one specified
systematically by Taylor in 1881, who defined culture as a "complex whole
which includes knowledge, beliefs, arts, morals and law, customs and any
other capabilities and habits acquired by man as a member of society"
(Lindridge and Dibb, 2003).
Each individual gets exposed a large number of thoughts, values, norms, and
cultures and thus learns to differentiate between the good and the bad ones,
thereby choosing a certain belief system that keeps on changing with more
and
more
experience
(Kim,
Lee,
Kim
and
Hunter
2004).
In the light of globalization consumers in almost every corner of the globe are
increasingly able to eat the same foods, listen to same music, wear the same
fashions, watch the same television programs and films, drive the same cars,
dine in the same restaurants and stay in the same hotels (Ger and Belk,
1996). The rise of a global culture doesn't mean that consumers share the
same tastes or values. Rather, people in different nations, often with
conflicting viewpoints, participate in a shared conversation, drawing upon
shared symbols. Global culture, is eclectic, timeless, technical, universal and
cut-off from the past; unlike national cultures which were particular and time
bound (Smith, 1990).
Customer Behavior & Decision Making | Report 17
18. 9. Current Marketing Implications
The New Marketing Era
The new marketing era means not only revising so far used paradigms or
developing new approaches to the relationship between a company and a
consumer, but also emergence of challenges unknown in the traditional massmarketing world. Although nowadays marketing seems to be on the threshold
of
the
new
era,
numerous
challenges
have
already
appeared.
(Wielki J , 2002)
Source: Research about Content Marketing in UK, Direct marketing Association
Available: http://www.dma.org.uk , (Accessed13/01/2013)
It seems that in the case of most companies, the basic problem is that
although they have used various new marketing tools and techniques, haven’t
redesigned their marketing processes, in order to adapt them to the new
conditions. Since these processes are adjusted to the mass marketing reality
it srequire implementing to them to deep changes, otherwise companies will
fail to exploit numerous opportunities offered by the electronic environment.
Customer Behavior & Decision Making | Report 18
19. Integrating Marketing Strategies
As we explore the dynamics of customerization, it is important to understand
that customerization, mass customization, and personalization and even
standardization will exist side-by-side. Customerization is not a strategy that
replaces traditional mass marketing, but rather it offers additional competitive
options in developing an overall marketing strategy. The challenge facing the
firm is, therefore, how to design and manage a customerization process along
with mass-produced products and services. In some sense, this process is
easier for companies that were built from the ground up as e-businesses
(e.g., Amazon.com or the new Internet bank Wingspan) as compared to wellestablished companies with considerable investments in legacy systems and
processes (e.g., General Motors). (Wind J, 2001).
While technology makes the implementation of customerization easier and
cheaper, the accompanying strategic and organizational decisions are
actually more complex and more expensive. Using database technologies,
travelocity. com maintains customer profiles using information provided by the
members themselves about the particular destinations and trips of interest to
them. Whenever the fares change for any of the selected destinations or trips,
travelocity.com sends out a customized e-mail (about 2 million per week) with
this information. Seybold and Marshak (1999) indicate that customers
welcome this type of customized email promotion, which is one of the most
successfulprograms at travelocity.com. Data mining is also critical in helping a
company identify the customer segments most receptive to customerization.
Customer Behavior & Decision Making | Report 19
20. Knowledge Exchange with Customers
A key challenge for customerization to work effectively, is the recognition of
needs to exchange information and knowledge between companies and
customers. This requires the company to “open up” some of its internal
processes and structures to its customers. It also requires customers to be
willing to share their attitudes, preferences, and purchase patterns with the
company on an ongoing basis. (Rangaswamy A., 2001)
Source: Digital Marketing Research – company factbook.
Available: http://www.eclipse.net.uk/ (Accessed 4/01/2014)
Customer Behavior & Decision Making | Report 20
21. 10. Conclusions
It seems that for the time being opinions that marketing has already entered
the new era are obviously mature. Although it can be commonly observed
that, relatively low number of marketers perceive specificity of the new
medium and the whole opportunities it provides, while the majority of them
follows stereotypical mass marketing approaches. Instead of utilization of
these new tools and techniques, for building long-term relationships with
customers, which is undoubtedly difficult and arduous process, they prefer to
use them for interruptive marketing, by bombarding clients more heavily
(Onlinre & Ofline).
This is very short-sighted policy and undoubtedly this is
not the right way to achieve success in the new reality, e-reality.
Only those of them, who will understand peculiarity of the new business
environment and redesign their marketing process can succeed. (Janusz
Wielki, 2002)
Source: Using Segmentation to Create “Winning” Brand Strategies. Available:
http://www.prophet.com/downloads/webcasts/Segmentation.pdf (Accessed 9/01//2014).
Customer Behavior & Decision Making | Report 21
22. Cultivating Customers
Not long ago, companies looking to get a message out to a large population
had only one real option: blanket a huge swath of customers simultaneously,
mostly using one-way mass communication. Information about customers
consisted primarily of aggregate sales statistics augmented by marketing
research data. There was little, if any, direct communication between
individual customers and the firm. Today, companies have a host of options at
their
disposal,
making
such
mass
marketing
far
too
crude.
The exhibit “Building Relationships” shows where many companies are
headed, and all must inevitably go if they hope to remain competitive.
The key distinction between a traditional and a customer-cultivating company
is that one is organized to push products and brands whereas the other is
designed to serve customers and customer segments. This strategy may be
more challenging for firms whose distribution channels own or control
customer information, as is the case for many packaged-goods companies.
But more and more firms now have access to the rich data they need to make
a customer-cultivating strategy work. (Gaurav Bhalla, 2009).
Source: Google images – Keyword: McDonalds in Saudi Arabia
Customer Behavior & Decision Making | Report 22
23. 11. Appendices
A] NEW INTERACTIVE MARKETING MODEL
Source: Janusz Wielki, Marketing in eWorld Era: Opportunities, Challenges
and Dilemmas,
15th Bled Electronic Commerce Conference, eReality:
Constructing the eEconomy, Bled, Slovenia, June 17 - 19, 2002.
(Accessed 10/01/2014)
B] CUSTOMER VALUE SEGMENTATION
Source: Andrew Pierce, Prophet Senior Partner. Using Segmentation to
Create “Winning” Brand Strategies. October 18, 2005. (Accessed
9/01//2014). http://www.prophet.com/downloads/webcasts/Segmentation.pdf
Customer Behavior & Decision Making | Report 23
24. C] Transforming Cultures – world population per consumption level
Source: Worldwatch Institute, 2010. www.worldwatch.org
(Accessed 6/01/2014)
D] VALS FRAMEWORK
Source: University of Minnesota Duluth. VALS Framework
http://www.d.umn.edu/~rvaidyan/mktg4731/VALSFramework2002-09.pdf
(Accessed 8/01/2014)
Customer Behavior & Decision Making | Report 24
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