Read the summary and the most important questions on A brief history of marketing text | Mossinkoff

• 1 Marketing as a sociocultural process (text)

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• What are the aspects of fashion as an economic system?

  It involves a creative activity, it appears in short cycles(marketing, logistics), it is associated with a brand of identity of a creator/designer. It is in line with the air-du-temps (zendtijd) and can in certain circumstances be ahead of its time.

• What is one-to one marketing (personalized marketing)?

  This is an extreme form of product differatiation. Whereas product differentiation tries to differentiate a product for competing ones, personalization tries to make a unique product offering for each customer.

• What is marketing seemed to be aimed at?

  All marketing seemed to be aimed at is developing relations with clients.

• What is a brand Identity?

  The position the organisation wants to believe they hold in the minds of the consumer.

• What is the name of the fashion game?

  continoues innovation

• Why does branding now gains popularity?

  Branding now gains popularity when products are characterized and differentiated increasingly by high symbolic and emotional values, that is because loyalty should than be based on affective rather than rational commitment.

• Which two dimensions have been quite clearly identified in relation to marketing communication?

  That of presence and meaning, brands having a presence (measured by spontaneous and helped brand awareness) and a defined high meaning are strong brands.

• Name a number of approaches in marketing communication that have been dominant in the last decades and now co-excist.

  -Target,aim and shoot marketing( with mass marketing and niche marketing)
  -Relational marketing(with tease marketing)
  -One-to - one marketing (personalized marketing)
  -Branding

• How was marketing praised(geprezen) after the second world war?

  After
  the second world war marketing (also thanks to new insights from psychology) was praised
  by business and politics as the way to manage and manipulate the masses which were
  allegedly not able to get to an optimum outcome, or best choices, if left alone.

• What is transaction innovation?

  Innovation into publicity, marketing, sales new ways of bringing products to consumers and selling them.