COMMERCE 3MB3 Chapter Notes - Chapter 10: Advertising Campaign, Relationship Marketing, Social Exchange Theory
10 Feb 2018
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Relationship marketing: is based on building strong customer service experiences with loyal customers in ways that foster a continued relationship over time. Consumption situation: is defined by contextual factors over and above characteristics of the person and the product. Consumer contamination: if another consumer touches a product in the retail context, this can lead consumers to negatively evaluate the product. Time poverty: many consumers believe they are more pressed for time than ever before. Polychronic activity: wherein consumers do more than one thing at a time. We can identify time categories in terms of when people are likely to be receptive to marketing messages: flo(cid:449) ti(cid:373)e: i(cid:374) a flo(cid:449) state (cid:449)e (cid:271)e(cid:272)o(cid:373)e so a(cid:271)sor(cid:271)ed i(cid:374) an activity we notice nothing else. Not a good time to be hitting people with ads: occasion time: this includes special moments when something monumental occurs, such as a birth or an important job interview.
