Summary: Part 2 - Marketing Constatin

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• Explain what the movie about Brad & Claire explains?

  Brad doesn't know his customers. For him it is all about data. He knows the numbers and not her interests. This way of marketing is hypermodern. They disconnect in a way. Segmented = data driven and instrumental understanding of consumers.

• What does 'Firat' says about marketing?

  Firat says that marketing scholars are the closets when it comes to approaching consumers, but not every scholar has developed their understandings. They are still far too busy with doing business and consumer practices.

• Explain why the 4 P's are useless in today's fashion world?

  With the 4 p's you have a grip on the market and you learn to understand and respond to the market. The market now is fickle and hard to understand. 4 P's and other traditional models are ways of holding on to something in a world that is increasingly hard to get grip on.

• Explain the teddy bear method from Kotler?

  When you have hard times, you will always stay. 4 Ps: as a consumer you are placed in boxes. Kotler gives you the feeling that the world is reachable as a child, but this is not realistic. When you get older, you understand more and your teddy bear will stay at home. Kotler says that the world is predictable, but the hypermodern world is not.

• Explain what the difference is between traditional marketing vs. market place?

  With traditional marketing the advertiser is directly advertising to the consumer. Every consumer gets the same message. Value is predefined and offered to the consumers. 
  
  Network: We now have a market place chaos (postmodern). Value is context dependent and collectively negotiated between different actors. > a brand is no longer what we tell the consumer it is: it is what consumers tell each other it is. 

• What does Andjelic (2017) says about the internet?

  Internet is about networking. It is about network between people, ideas, products, actions and contents. 
  
  Network in the 21th century: identity of consumers
  tv = in the 20th century: corporate identity 
  print = 19th century: family business 

• What are KPI's and explain why they are important in every company in fashion?

  KPI's are key performance indicators which will help you to measure your goals. If you will not set goals, you are not going to win. It is good to reflect on your goals in order to develop your company.

• Name 4 classifications of consumers based on the degree of engagement?

  Creators: smallest group, they create content > will cost energy
  Critics: filter and comments > react on content
  collectors: rate > link > like, they just click
  Couch potatoes: largest group, they consume 

• What can you measure with KPI's?

  - sales
  - satisfaction
  - retention 
  - word of  mouth
  - awareness
  - filtering
  - complaint behavior 

• In tribes you have three different stages, explain them?

  Hard-core: a lifestyle, wine tasting, restaurants, they will have their own wine bar
  Midcore: sometimes going to wine tasting, certain moments in a week
  Periphery: basic knowledge about wine, temperature