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mcorina

Member Since Sep-16 2007
Last Active about 11 years ago
2 Brainstorms
23 Ideas (Public + Private)
 
 

14 ideas

How did starbucks influence the behavior of its customers?

created over 12 years ago, last activity about 1 year ago
26 ideas

What makes something 'inovative'?

created about 13 years ago, last activity about 1 year ago

About customer delight (this is a fun littleppt but i actually also do have the HBR article Why Safistied Customers Defect where this is explained) : http://www.slideshare.net/andyhanselman/how-to-create-devoted-customers [over 12 years ago]

How did starbucks influence the behavior of its customers?

About how the customer is not always right : http://www.slideshare.net/jasonoke/the-customer-isnt-always-right [over 12 years ago]

How did starbucks influence the behavior of its customers?

To understand the starbucks culture here is a manifesto that sums up a book writen about it : John Moore Sharing insider information, John Moore gives us a peek into the corporate culture that informs the unparalleled success of the Starbucks brand. http://www.changethis.com/26.02.TribalKnowledge [over 12 years ago]

How did starbucks influence the behavior of its customers?

Another interesting document I found which you might be interested in exploring is : John Moore In response to Howard Schulz’s memo citing his concern over the direction Starbucks is headed, John Moore, a former long-time marketer at Starbucks, enlists the ‘Starbucks Board of Customers’ (i.e. readers of Moore’s blog and Starbucks customers) to propose which changes the company must make to maintain (reclaim?) its integrity. http://www.changethis.com/33.01.WhatStarbucks [over 12 years ago]

How did starbucks influence the behavior of its customers?

they talk about how customers really behave in The Customer Has Escaped Traditional go-to-market strategies don’t work because they assume customers will stay in the channels that were designed for them. Time for a fresh look at how shoppers really behave. by Paul F. Nunes and Frank V. Cespedes HBR nov 2006 [over 12 years ago]

How did starbucks influence the behavior of its customers?

About the starbucks lingo for the sizes : How Big Is “Tall”? by Aradhna Krishna also from HBR 2005 (April i think) [over 12 years ago]

How did starbucks influence the behavior of its customers?

other article from HBR regarding how the price can change the customer's attitude : Pricing and the Psychology of Consumption The way you set prices doesn’t just influence demand. It also guides the way buyers use your product or service—and that can have a lasting impact on customer relationships. by John Gourville and Dilip Soman [over 12 years ago]

How did starbucks influence the behavior of its customers?

Ok regarding how Starbucks could redifine its customers to better modify their behaviour - it goes through a new kind of segmentation. I found this in the harvard busienss review issue of February 2006 : Rediscovering Market Segmentation The psychographic profiling that passes for market segmentation these days is a mostly wasteful diversion from its original and true purpose—discovering customers whose behavior can be changed or whose needs are not being met. by Daniel Yankelovich [over 12 years ago]

How did starbucks influence the behavior of its customers?

Sometimes we get orders from one person for their boss or their wives and they don't really know what to order, but most of the time the buyer is the payer and the user as well. we are often faced with lack of expertise, and lack of time when there is a role specialization. How does that impact the way we interact with the customer? [over 12 years ago]

How did starbucks influence the behavior of its customers?

In my opinion personal context (culture, groups, personal worth and social causes) is Starbuck's biggest marketing strength - you see it in how they train the staff and how they tailor their service to the public. Because they went for a globalization rather than regional strategy, they are not very sensitive to the market context or the market traits (they do tailor with cold drinks and such but it's still pretty standardized). And personal traits - a little but not too much. So: personal context [over 12 years ago]

How did starbucks influence the behavior of its customers?