Read the summary and the most important questions on Knowledge Clip Network Paradigm W1MCM

• 1 Introduction

• Marketing thinking is contextual, what does this mean?

  Marketing thinking has to change with the situation and the environment that companies are in and have to compete in.

• There is a shift going on from an exchange paradigm to a network paradigm. What is the exchange perspective?

  Two individual entities that are exchanging information or actual products.

• What is the main change in the marketing system that has led to the Paradigm Shift?

  The change is the internet which created the possibility of direct (communication)- and multi channels. This has changed how consumers are interacting with companies.

• What is the network paradigm?

  Instead of discrete entities interacting, each business level entails networks interacting with networks.

• 2 The 3 Levels of Phenomena

• In which 3 levels are the changes, regarding the exchange paradigm and the network paradigm, taking place in?

  1. Sub-phenomena - consumption experiences;
     
  2. Phenomena - marketing networks;
  3. Super-phenomena - sustainability and development.

• 2.1 Subphenomena

• On the lowest level, the end of the value chain, the Subphenomena focuses on Consumption Experiences. Here a shift takes place from Satisfaction to Customer Experiences. The exchange at this level has changed, from what to what?

  From what we called 'a bundle of benefits' to exchanging experiences.

• 2.2 Phenomena

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• On the middel level which is the value chain itself, we see that everything evolves around groups of parties instead of individual organisations. Which parts of the chain are these?

  1. The back office (the supply side);
     
  2. The production side;
  3. The front desk level (interaction with consumers).

• Regarding the supply side of the phenomena level, we can see that so many core functions are being outsourced these days, why is this?

  Because the focal company wants to focus on marketing and innovation, which leads to them outsourcing the rest to supplying companies which means that their dependence on those companies are much higher.

• What is a consequence of the supply side becoming more important on the phenomena level?

  Supply chain companies are interacting together and with the focal companies to produce innovations, resulting in innovation networks.

• In more detail explain the different levels of the Phenomena level: marketing networks.

  1. Supply - production & innovation networks (outsourcing & alliances);
     
  2. Production - micro-production systems (disintermediation, local/personal production, co-production and co-creation);
  3. Interaction - consumption networks (vertical & horizontal: blogs, chats, social networks).