Lecture 3 (Schulz)

Question 1

Push strategy

Answer 1

Push marketing stands for tactics that aim at bringing products to customers.
This means a focus in enhancing the visibility of your offering.

• Launch and promotion of a new product
• Advertising

Question 2

Pull strategy

Answer 2

Pull marketing aim is to have consumers see you when they are already looking for something similar to the product or service you offer. Or they are looking for your brand.

The primary objective is to create loyalty toward a brand so that those people will get back.

Question 3

Types of Entities

Answer 3

1. Goods
2. Services
3. Experiences
4. Events
5. Persons
6. Places
7. Properties
8. Organisations
9. Information
10. Ideas

Question 4

Cooperation

Answer 4

Cooperation is the process of groups of organisms working or acting together for common, mutual, or some underlying benefit

Question 5

Coopetition

Answer 5

Coopetition is the act of cooperation between competing companies (technology industry)

Question 6

DART MODEL

Answer 6

Understatement of the process of co-creation through its building blocks:

• Dialog (Interactivity, engagement) (youtube, facebook)
• Access (information, tools) (press, news)
• Risk-return ( Instructions ) (unwritten rules)
• Transparency (Access to all information)

Question 7

Hierarchy of forces

Answer 7

• Immitation
• Inertia
• Sub-optimization
• Change of the game
• Shift in paradigm