Which type of behavior sustains customer relationships rather than destroying them Quizlet

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-Starbucks didn't sell just coffee, it sold "The Starbucks Experience"—"an uplifting experience that enriches people's lives one moment, one human being, one extraordinary cup of coffee at a time." At Starbucks, the smells, the sound of beans grinding, watching baristas blend and brew the brand's specialty coffees—all became as much or more a part of the customer experience, as the coffee itself.
-Starbucks opened stores everywhere at a breakneck pace. For example, one three-block stretch in Chicago contained six stores and in New York City, there were two Starbucks in one Macy's store. One satirical publication headline read: "A New Starbucks Opens in the Restroom of Existing Starbucks." Starbucks began to evolve into more of a caffeine filling station - competing with the likes of McDonalds, for many of the same customers.
-Starbucks needed to "reignite the emotional attachment with customers" and Starbucks' store managers participated in a morale-building reorientation to emphasize the point. The company closed all of its U.S. locations for 3 hours to conduct nationwide employee training, on the basis of producing satisfying customer experiences. Thus began a process of continual renewal which reignited "The Starbucks Experience" through new products, innovative store formats and new platforms for engaging customers.

-The explosive growth in digital technology has fundamentally changed the way we live, how we communicate, share information, access entertainment, and shop
-Welcome to the age of internet of things
--A global environment where everything and everyone is digitally connected to everything and everyone else
--More than 80% percent of all americans adults own smartphones
-The consumer love affair with digital and mobile technology makes it fertile ground for marketers trying to engage customers
-Digital and social media marketing involves using digital marketing tools such as websites, social media, mobile ads and apps, online video, email, blogs, and other digital platforms to engage consumers anywhere, anytime via their computers, smartphones, tablets, internet ready TVs.
-At the most basic level, marketers set up company and brand websites that provide information and promote the company's product
-Many companies also set up online brand community sites, where customers can congregate and exchange brand related interests and information
--Ex.) beauty products retailer Sephora's Beauty Insider Community is thriving online community where customer can ask questions, share ideas, and reviews, post photos, and get beauty advice and inspiration from other enthusiasts
-Beyond brand websites, most companies are ask integrating social and mobile media into their marketing mixes

-Social media provide exciting opportunities to extend customer engagement and get people talking about a brand
-Some social media is huge
--Facebook has more than 2 billion active monthly users, -Instagram more than 800 million, twitter more than 328 million, and snapchat 255 million
-Smaller more focus social media sites are also thriving like CafeMom
--An online community of 20 million moms who exchange advice, entertainment, and commiseration at the community's online
--Even tiny sites can attract active audiences
-Online social media provide a digital home where people can connect and share important information and moments in their lives
-As a result, they offer an ideal platform for real time marketing, by which marketers can engage consumer in the moment by linking brands to important trending topics, real world events, causes, personal occasions, or other happenings in consumers lives
-Using social media might involve something as simple as a contest or promotion to garner facebook, like, tweets, instagram or youtube posting

-Mobile marketing is perhaps the fastest growing digital marketing platform
-Smartphones are ever present, always on, finely targeted, and highly personal
-Ideal for engaging customers anytime, anywhere as they move through the buying process
--Ex.) starbucks customer can use their mobile device for everything from finding the nearest starbucks and learning about new products to placing and paying for orders, perhaps though the coffee merchants artificial intelligence powered, voice activated assistant
-Four out of five smartphones users use their phone to shop
--Browsing product information through apps or mobile web
--Making price comparisons
--Reading online product reviews
--Making purchases from home, from work, or even at stores
-Almost 35% of all online purchases are now made from mobile devices
-Marketers use mobile channels to stimulate immediate buying, mae shopping easier, enrich the brand experience, reach on the go consumers or all of these
--Ex.) taco bell uses mobile advertising to reach consumers at what is calles "moments that matter"
-The key to use marketing on social media is to blend the new digital approaches with traditional marketing to create a smoothly integrated marketing strategy mix

-In recent years marketing has also become a major part of the strategies of many not for profit organizations
--Ex.) colleges, hospitals, museums, zoos, symphony orchestra, foundations, and even churches
-The nations not for profits face stiff competition for support and membership
-Sound marketing can help them attract membership, funds, and support
--Ex.) Not for profit marketing: Jude children research hospital aggressively markets its powerful mission, "Finding cures. Saving children"
-Government agencies have also shown an increased interest in marketing
--Ex.) the US military has a marketing plan to attract recruits to its different services, and various government agencies are now designing social marketing campaigns to encourage energy conservation and concern of the environment or discourage smoking, illegal drug use and obesity

-The marketing environment consists of microenvironment and a macroenvironment.
-The microenvironment consists of the actors close to the company that affect its ability to engage and serve its customers
--The company, suppliers, marketing intermediaries, customer markets, competitors, and publics
-The macroenvironment consists of the larger societal forces that affect the microenvironment
--The demographic, economic, natural, technological, political, and cultural forces
-You first look at the company's microenvironment

-Demography is the study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics
-The demographics environment is of major interest to marketers because it involves people, and people make up markets
-The worlds large and highly diverse population poses both opportunities and challenges
-Changes in the world demographic environment have major implications for business
--Thus, marketers keep a close eye on demographics trends and developments in their markets
-They analyze changing age and family structures, geographic population shifts, educational characteristics, and population diversity
-Here we discuss the most important demographic trends in the US

-Born between 1981 and 1997, these children of the baby boomers number 75 million or more
-Comfort with technology
-First generation to grow up in a world filled with computers, mobile phones, satellite TV, iPods and iPads, and online social media
-Engage brands in an entirely different way, such as with mobile or social media
-75% shop online, mobile or online.
-92% preferred to do their banking over a web or mobile device
-They seek authenticity, value, and opportunities to shape their own brand experiences and share then with others
-They also tend to be more frugal, practical, connected, mobile, and impatient
-Many financial services firms are shedding their once stodgy images to maker their brands more appealing to mobile first millennial consumers

-The traditional household consists of a husband, wife, and children
-Yet historic american ideal of the two child, two car suburban family has lately been losing some of its luster
-In the US today, few than half of today's households contain married couples, down from 76% in 1940
-More people are divorcing or separating, choosing not to marry, marrying later, remarrying, or marrying without intending to have children
-Currently 17% of all new marriages are interracial or interthnic, and 17% are married, same sex couple households are rasing children
-Modern family is a great example of this today

-The natural environment involves the physical environment and the natural resources that are needed as inputs by marketers or that are affected by marketing activities
-At the most basic level, unexpected happenings in the physical environment anothing from weather to natural disasters - can affect companies and their marketing strategies
--Ex.) during a recent cold winter(in which term polar vortex gusted into the American vocabulary) sales suffered across a wide range of business, from florist and auto dealers to restaurants, airlines, and tourist destinations
--In contrast, the severe weather boosted demand for products such as salt, snowblowers, winter clothing, and auto repair centers
-In many cities around the world, air and water pollution have reached dangerous levels
-Marketers should be aware of several trends in the natural environment
--The first involves growing shortages of raw materials
--The second environmental trend is increased pollution
--A third trend is increased government intervention in natural resources management
-In the United States, the Environmental Protection Agency (EPA) was created in 1970 to create and enforce pollution standards and conduct pollution research
-Concern of the natural environment has spawned an environmental sustainability movement
--To day enlightened companies go beyond what government regulations dictate
--They are developing strategies and practices that create a world economy that the planet can support indefinitely
--Environment sustainability means meeting present needs without compromising the ability of future generations to meet their needs
-Many companies today are responding to consumer demands with more environmentally responsible products
--Ex.) recyclable or biodegradable packaging, recycled materials and components, better pollution controls, and more energy efficient operations
-Companies are learning that what's good for customer well being and the planet can also be good business
--Ex.) walmarts eco-charge is about more than just doing the right thing, it also makes good business sense
-Many companies today are looking to do more than just good deeds
-More and more companies are making environmental sustainability a part of their core mission
--Ex.) outdoor apparel and equipment maker Patagonia donates 1% of its revenue annually to environmental causes and adheres directly to the "Five R's
---Reduce
---Reuse
---Recycle
---Repair
---Reimagine

-Competitive marketing intelligence is the systematic monitoring, collection, and analysis of publicly available information about consumer, competitors, and developments in the marketplace
-The goals of competitive marketing intelligence is to improve strategic decisions making by understanding the consumer environment, assessing and tracking competitors actions, and providing early warning of opportunities and threats
-Good marketing intelligence can help marketers gain insights into how consumers talk about and engage with their brands
-Many companies send out teams of trained observers to mix and mingle personally with customers as they use and talk about the company products
-Other companies have set up state of the art social media command centers that routinely monitor real time brand related online consumer and marketplace social and mobile media activity
--Ex.) mastercards digital intelligence command center called the Conversation suite. This monitors, analyzes, and responds in real time to millions of online conversions around the world
-Companies also news to activity monitor competitors activities
-Firms use competitive marketing intelligence to gain insights into competitor moves and strategies and to prepare quick responses
--Ex.) samsung routinely monitors real time social media activity surrounding the introductions of Apple's latest iPhones, iPads, and other devices to quickly shape marketing responses for its own Galaxy S smartphones and tablets
-Much competitor intelligence can be collected from people inside the company
--Executives
--Engineers
--Scientist
--Purchasing agents
--Sales force
-The company can also obtain important intelligence information from suppliers, resellers and key customers
Intelligence seekers can also pour through any of thousands of online databases
-The intelligence and monitoring game goes both ways
-Facing determined competitive marketing intelligence efforts by competitors, most companies take steps to protect their own information
-The growing use of marketing intelligence also raises ethical issues
--Some intelligence gathering techniques may involve questionable ethics

-Researchers usually start by gathering the secondary data
-the company's internal database provides a good starting point however that company can also tap into a wide assortment of external information sources
companies can buy secondary data from outside suppliers
--Ex.) Nielsen sells Shopper Insight data from a Consumer Panel of more than 250,000 household in 25 countries worldwide
-Using commercial online databases marketing researchers can conduct their own searches of secondary data sources
-General database services such as proquest in LexisNexis put an incredible wealth of information at the fingertips of marketing decision makers
-Beyond Commercial Services offering information for fee, almost every industry Association, government agency, business publication, and news medium offers free information to those enough to find their websites or apps
-Internet search engines can also be a big help in locating relevant secondary information sources
however they can also be very frustrating and inefficient
--Ex.) A Chick-Fil-A marketer googling "fast food vegan chicken" will come up with more than 42 million hits
-Secondary data can usually be obtained more quickly and at a lower cost and primary data
--Also secondary sources can sometimes provide data and individual company cannot collect it on its own - information that either is not directly available or would be too expensive to collect
--Ex.) It would be too expensive for a consumer products brand such as Coca-Cola or Tide to conduct a continuing retail store audit to find out about the market shares, prices and, displays of its own and competitors brand
-Secondary data can also present problems
-Researchers can rarely obtain all the data they need from secondary sources
--Ex.) Chick-Fil-A will not find existing information regarding consumer reactions about vegan chicken tenders in the fast food setting
-Even when data can be found the information might not be very usable
-The researcher must evaluate secondary information carefully to make certain it is relevant (fits the research projects needs), accurate (reliably collected and reported), current (up to date enough for current decisions), and imprital (objectively collected and reported)

-Research approaches for Gathering primary data include observation, surveys, and experiments. We discuss each one in turn
-Researchers often observe consumer Behavior to claim customer insights they can't obtain by simply asking customers questions
-Marketers not only observe what consumers do but also observe what consumers are saying
-Marketing now routinely listen in on consumer conversations on social media, blogs, and websites
-Observational and ethnographic research often yields the kinds of details that just don't emerge from traditional research questionnaires or focus groups
-Traditional quantitative research approaches seat to test known hypotheses and obtain answers to well-defined product strategy questions ,observational research can generate fresh customer and Market insights that people are unwilling or unable to provide
-It provides a window into customers on conscience actions and unexpressed needs and feelings
-However some things cannot be observed, such as attitudes, motives, or private Behavior
-Long-term or infrequent behavior is also difficult to observe
-Finally, observations can be very difficult to interpret
-Because these limitations, researchers often use observation along with other data collection methods

-personal interviewing takes two forms:
--individual interviewing
--group interviewing
-Individual interviewing involves talking with people in our homes are office, on the street, or in shopping malls
-focus group interviewing consists of inviting small groups of people to meet with a trained moderator to talk about a product, service, or organization
--participants normally are paid a small sum for attending
--A moderator encourages free and easy discussion, hoping that group interactions will bring out deeper feelings and thoughts
--Focus group interviewing remains one of the major qualitative marketing research tools for gaining fresh insights into consumer thoughts and feelings
--in focus group settings, research has not only hear consumer ideas and opinions, they also can observe facial expressions, body movements, group interplay, and conversational flows
--consumers and focus groups are not always open and honest about their real feelings, behaviors, and intentions in front of other people
--To overcome these problems many researchers are tinkering with the focus group design
--Some companies are changing the environment in which they conduct focus groups to help consumers relax in elicit more authentic response

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