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Which clippings match 'Consumer' keyword pg.1 of 2
03 JULY 2012

BTS Design d'Espace Toulon: Junk Playground

"Lors des bombardements allemand de la seconde guerre mondiale, Londres à été une des villes les plus détruite. On y trouvait fréquemment des espaces vide crée entre deux immeubles démolis et bourrés de gravats. Ces espaces vides, terrains vagues, en friche, "poubelles" en attente d'être reconstruit furent pendant une période des espaces de terrains de jeux consacré exclusivement aux enfants. L'idée était de donner un lieu spécifique pour que les enfants à la fois s'exprime librement, évite l'ennuie et l'inactivité qui peuvent conduire à la délinquance et participe à leurs façon à la période de reconstruction.

Ces terrains d'aventures, appelés Junk playground (terrains vague) ont été des espaces de libertés encadré ou les enfants construisirent à partir des gravats des "sculptures installation et autres inventions".

La fabrication par lui même (de l'enfant) de ses propres jeux par la maîtrise des outils (marteau, scie...) furent une expérience inédite et fondamentale dans l'approche citoyenne et pédagogique du rôle du jeu comme source d'épanouissement et d'éveil des consciences. La liberté quasi anarchique de ces terrains, laissant à l'enfant la responsabilité de ses actes, en étant acteur de sa propre aventures comme facteur de régénération pour une société pacifié, sans violence ou chacun peut s'exprimer et trouver sa place de citoyen. Cette expérience éphémère n'a pas survécu aux règles de sécurité, aux normes. Mais aussi aux formatages d'équipements modulaires produits en masse ou l'enfant n'est plus l'acteur (car exclu du processus de conception) mais simple utilisateur, spectateur, consommateur et non plus comme citoyen."

(Éric Malaterre, 03/01/2011, BTS Design d'Espace Toulon)

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CONTRIBUTOR

Simon Perkins
16 MAY 2011

Market research should focus on emotional need states in all consumers rather than focus on segments as if they are stable and mutually exclusive

"The concept of the USP, as seen by the brand manager, is to focus on one main selling benefit of the brand versus those offered by competitors. The strategic thinking which goes into selecting a brand's USP resembles warfare between competitive brands, with imagery maps reflecting the battlefield, and positioning statements as the weapons. But where is the consumer in all of this?

Consumers do not want one characteristic or one USP. Consumers want it all. Why should a consumer have to choose between the longest lasting pain reliever versus the fast acting, or the safest, most gentle, or the cheapest priced? The concept of marketing a USP is not a consumer–centric view. It is not a realistic, relevant reflection of how consumers operate. Furthermore, a USP for a brand is limiting in appeal by the very definition of trying to sell one main benefit to the sub–segment of consumers which most values that one benefit. Consumers want pain relievers to be fast–acting, and safe, and strong, and inexpensive and more.

The consumers' emphasis on one or more of these benefits changes from occasion to occasion, and from mood to mood. Consumers are not stable, nor consistently rational. Although segmentation research allows us to place consumers into distinct groups, and to put a descriptive label on each person, consumers are not fixed with just the characteristics of the one segment. The reality is all consumers have all emotional needs within them. Some elements/associations are stronger and some are weaker, depending on the person and the day. Our emotional desires fluctuate such that what appeals to one person in one week might be less appropriate for the same person the next week. These fluctuations are hard to target because a population of consumers are all in fluctuation. This is why segmentation research can be so frustrating to market researchers when trying to neatly explain brand behaviors. Unique segments do not uniquely buy just one or two uniquely defined brands. And segments are not stable.

Instead, brand managers should be targeting all consumers with the intention of painting their brand with the emotional associations the brand can satiate. Market research should focus on emotional need states in all consumers rather than focus on segments as if they are stable and mutually exclusive. "

(John Hallward, 2007)

2). excerpt from John Hallward (2007). "Gimme! The Human Nature of Successful Marketing", Wiley

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TAGS

appeal • associations • brandbrand behavioursbrand managercharacteristicscommodity • competitive brands • competitorconsumer • consumer-centric view • descriptive labelsemotional desiresemotional needsemotive manipulationgroupshuman nature • John Hallward • market researchers • market segmentationmarketingpositioning statements • satiate • segmentationsegmentation research • selling • strategic thinkingsub-segment • successful marketing • target audience • unique selling point • unique selling proposition • USP

CONTRIBUTOR

Simon Perkins
05 NOVEMBER 2010

Esquire uses 2D bar codes within magazine for mobile commerce

"By using the mobile device's camera and the ScanLife application, Esquire readers can scan the feature's bar codes to instantly buy items of clothing and accessories seen within the magazine article. ...

Each article of clothing in The Esquire Collection has its own unique black–and–white 2D bar code. When consumers scan the code with their device's camera, a menu will appear on screen that lets them perform several functions, including buying the item.

The Buy Now feature on the menu lets readers buy an item, get an itemized description and obtain additional information about items seen directly in the magazine.

Consumers can click Learn More About This Item to be taken to a URL where they learn more about the product, the brand, or alternative versions of the product.

Scanning a bar code will also give consumers the option to be redirected to a URL where they can enter their ZIP [post] code and find the brand's nearest retail location.

An update in the near future will let the GPS on the mobile device alert readers to the location closest to them.

Additionally, the scanned bar code will bring the user to an Esquire–branded URL that gives advice on how to style the item for his look or wardrobe."

(Chris Harnick, 4 February 2010, Mobile Commerce Daily)

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TAGS

2010 • 2D bar code • augmented realitybarcodecameraphoneclothingconsumerdigital mediaEsquire MagazinefashionGPS • Hearst Communications Inc • interactive magazine • locationmarketingmedia convergencemobilemobile browsermobile commerceold mediaprintprint mediapublishingQR codesQuick Response codescan • Scanbuy • ScanLife • smartphonetransformationURL • wardrobe

CONTRIBUTOR

Simon Perkins
16 JULY 2009

Shopping in 1999 A.D.

"From the film 1967 1999 A.D., a short sponsored by the Philco–Ford Corporation, showing what home shopping would be like three decades in the future. Although they missed the frenetic pace of today's online shopping experience–the housewife's browsing looks almost leisurely–they guessed correctly on the abundance flat–panel screens (with multiple monitors, no less), even if they were off by about a decade. Oh course, they didn't quite put together that we'd still be using keyboards for input."

(Joel Johnson, 10 September 2007, Boing Boing Gadgets)

[While this forecast is clearly about the potential of information and communication technology it also quite dramatically demonstrates the interdependence of technological development and culture e.g. reinforcing 1960's gender stereotypes.]

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CONTRIBUTOR

Simon Perkins
18 MAY 2009

Mike Neary: the idea of the university is up for grabs

"As the growing body of literature testifies, the role, function and nature of the university are subject to increasingly intensive debate as higher education undergoes profound transformations at the national and international level. There is no longer any consensus about the 'idea' or the 'uses' of the university (Newman 1873; Kerr 1963), if there ever was. Universities are being 'realised and reshaped' (Barnett 2000; 2005), 'rethought' (Rowland 2007) and 'redefined' (Scott 1998). While some regard these transformations positively, others feel that these changes undermine the academic mission of the university, leading to 'crisis' (Scott 1984), 'deprofessionalisation' (Nelson and Watt 2003), 'corporatisation' and 'commercialisation' (Bok 2003; Slaughter and Leslie 1997; Callinicos 2007), 'ruination' (Readings 1996) and even the 'death' of the university itself (Evans 2004).

A key issue of concern for those who feel the academic mission of the university is being undermined is the way in which the student experience has been consumerised (Boden and Epstein 2006). The concept of student as consumer is based on a market led model of corporate governance, within which risky activity is motivated by profit driven imperatives. In this paper I argue for a different model of risk, one which is based on taking progressive risks with the curriculum in order to give students more responsibility for their learning, and – in so doing – provide much richer learning environments. I describe this model not as student as consumer but student as producer (Neary and Winn 2009). This model may be at odds with the market driven paradigm, which sees universities as providing a service for students, but it has the potential, I argue, to provide the basis of a framework for teaching and learning in higher education which promotes social responsibility as the key organising function of the university, making it better able to deal with the social emergencies that underpin its own crisis of identity."
(Professor Mike Neary, Centre for Learning & Teaching – Conference 2008, University of Brighton)

CONTRIBUTOR

Simon Perkins
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