What is the so-called trifecta of innovation proposed by IDEO?

Congruence of: human perspective, technology point of view, business side.

What are the three components of H2H Marketing in the Respective Model?

Mindset, Process, and Management.

What is the role of Service-Dominant Logic within the H2H Marketing Model?

Provides the theoretical foundation for human marketing.

What are the three influencing factors or concepts of the H2H Marketing Model?

Design Thinking, Service-Dominant Logic, and Digitalization.

The customer is a consumer and producer at the same time.

What are the major effects of the ongoing digitalization on H2H Marketing?

Fundamental digital data processing, interconnected information, products.

Why is engagement a key performance indicator for many companies?

Consumer opens communication, comments, and reviews the product

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The New Paradigm: H2H Marketing Ch.2

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1
What is the so-called trifecta of innovation proposed by IDEO?
Congruence of: a human perspective, design, the business side.
Refers to a corporate culture.
Congruence of: human perspective, technology point of view, business side.
Congruence of: business perspective, technology point of view,business side
2
What are the three components of H2H Marketing in the Respective Model?
Digitalization, Process, and Management.
Mindset, Process, and Management.
Mindset, Process, and Logic.
Mindset, Service, and Management.
3
What is the role of Service-Dominant Logic within the H2H Marketing Model?
Gives all participants of the marketing interaction new possibilities.
Led to understanding human centricity.
Integrates all three elements into presenting an option for a new mindset.
Provides the theoretical foundation for human marketing.
4
What are the three influencing factors or concepts of the H2H Marketing Model?
Design Thinking and Service-Dominant Logic.
Design Thinking, Service-Dominant Logic, and Digitalization.
Service-Dominant Logic and Digitalization.
Digital Design, Service-Dominant Logic, and Digitalization.
5
What is a Prosumer?
The customer is a consumer and producer at the same time.
The consumer, who applies all components of H2H Marketing.
The costumer does not support the digitalization and design thinking.
The consumer is pro for H2H Marketing.
6
What are the Consequences of Increasing customer-to-customer interactions by the digitalization of H2H Marketing?
Consumers do not want a digitalization.
Relationship between firms and consumers.
Asymmetric Information.
Information is outdated.
7
What are the major effects of the ongoing digitalization on H2H Marketing?
Fundamental promotions, customer relationships, innovations.
The major effect is relationship between consumer and companies.
Fundamental digital data processing, interconnected information, products.
The innovation of digital design.
8
Why is engagement a key performance indicator for many companies?
Consumer opens communication, comments, and reviews the product
The company will be more competitive.
Because of enrichment and facilitation for their lives.
Because the companies will profit from the engagement.

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