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Marketing Theory In use
Transcript of Marketing Theory In use
Marketing Co-creation Example Example 1. Definition Perspective way of conducting the mutual firm-customer "value" within team. (Company=Profit, Consumer=Consumer Needs and Wants). It is often spread by "lead users" to potential marketers, to be more effective and efficient for their target. (New form of interaction to create innovation and creation) http://www.youtube.com/watch?v=6V1dWH4X9U0 In the early 2000s, consultants and companies deployed co-creation as a tool for engaging customers in product design. Examples ; Nike giving customers online tools to design their own sneakers. Internet social community itself growing mush faster than ever with participation among the world. Consumer participation decreasing the unit cost of production.
(Increasing value-added) Giffgaff British (Telecommunications company) https://giffgaff.com/orders/free-sim Giffgaff British has adopted new co-creation work at a comparably low price 250 minutes free call, unlimited texts and mobile internet by delivering online with their consumer's demands
You can purchase only 10 pound per a month Definition Viral marketing is a process of marketing that promotes through not only the mass media but also the actual living place(by people) to spread itself through the first adapter to potential demands.
(Facebook, web banner, flyer, Internet shopping, UCC, Youtube, google, APU-share, E-commerce) Example 1. Company ----->
(Viral marketing) -----> -----> -----> consumer consumer consumer On everyone's tongue + WOM Intentional input Sharing information by people's feedback
viral marketing-Early adapter 57,000viewer Neeli Bendapudi and Robert P. Leone found that the first academic work dates back to 1979. From 1979 to 1990, papers and studies focused on a firm-centric approach, examining customer participation as a source of increased productivity. Bendapuli and Leone: "A customer who believes he or she has the expertise and chooses to co-produce may be more likely to make self-attributions for success and failure than a customer who lacks the expertise. During the mid-2000s, co-creation became a driving concept in social media and marketing techniques, where companies such as Converse persuaded large numbers of its most passionate customers to create their own video advertisements for the product. communities became "ambassadors", "buzz agents", "smart mobs", and "participants" transforming the product experience. Since wHEN? Co-creation development not only co-designers, but also manufacturers, using only the infrastructure provided by specialized companies Co-creation development Now....... Important of awareness(experience)