IMAGINEERING OAT
Lectures 1 -9, Reader I magineering Lev el 2 & Chapter 9 “Event as strategic Marketing tool ”
Table of Content
Values 2
Vision 3
Creative Thinking 4
Concept & Concept Judgement 6
Experience Instruments 7
Storytelling 10
Guest experience & Touchpoints 12
Experience Building Blocks 13
Experience Platform 14
1
,Lecture 1 & Chapter 2 | Values
Definition
sustainable convictions & broad life goals stronger drawing power than
help to judge situations & behaviour product features or needs
help to determine own position identification with company
not always conscious coat of values: can differ per situation
Norms
concrete behaviour based on values
Value models
Value System (Boers)
total values & relative meaning for target
Types of values (Scott & Lamont)
universal values (core of person’s value system)
domain specific values (values for specific life segments, e.g. religion)
product descriptive values (concrete, superficial values)
Types of values (Franzen)
symbolic values
o expressive: values on how individual wants to be seen
o impressive: values on how individual want to view itself
o terminal: ideal conceptions of what individual wants to achieve
instrumental values: product benefits consumer thinks to gain (product capabilities)
societal values: values on how society & processes within should be
Types of values (Rokeach)
Instrumental values Terminal values
modes of behaviour to reach terminal values preferred end state of being
competence social harmony security
compassion personal love & affection
sociality gratification personal content
integrity self-actualization
2
, Consumer knowledge
Means-End-Chain
Attributes Benefits Values
concrete (tangible) functional instrumental (acc. Rokeach)
abstract (intangible) psycho-social terminal (acc.Rokeach)
consumers think of product attributes subjectively in terms of personal consequences
length of chain of same product can vary per individual (e.g. means of toothbrush is being comfortable at
the dentist (psycho-social benefit) or cleanliness as value)
chains can miss steps
attributes can have both positive & negative ends
Laddering
repeatedly asking “why is that important?”
identifying consumer’s knowledge and key product attributes
Lecture 2 & Chapter 1 | Vision
Definition
Parallel of preserving the core & stimulating progress of a company
Characteristics
something stable in an ever-changing world
provides direction
based on values
“higher reason” to do things
one can agree or not agree with it
future pull dream scenario
Levels
organization has a vision for a field / industry
organization has a vision of the world & the cohesion of things
Implications of a vision (Dutch research)
management tool
provides cohesion & inspiration
benefits for revenue
3
Lectures 1 -9, Reader I magineering Lev el 2 & Chapter 9 “Event as strategic Marketing tool ”
Table of Content
Values 2
Vision 3
Creative Thinking 4
Concept & Concept Judgement 6
Experience Instruments 7
Storytelling 10
Guest experience & Touchpoints 12
Experience Building Blocks 13
Experience Platform 14
1
,Lecture 1 & Chapter 2 | Values
Definition
sustainable convictions & broad life goals stronger drawing power than
help to judge situations & behaviour product features or needs
help to determine own position identification with company
not always conscious coat of values: can differ per situation
Norms
concrete behaviour based on values
Value models
Value System (Boers)
total values & relative meaning for target
Types of values (Scott & Lamont)
universal values (core of person’s value system)
domain specific values (values for specific life segments, e.g. religion)
product descriptive values (concrete, superficial values)
Types of values (Franzen)
symbolic values
o expressive: values on how individual wants to be seen
o impressive: values on how individual want to view itself
o terminal: ideal conceptions of what individual wants to achieve
instrumental values: product benefits consumer thinks to gain (product capabilities)
societal values: values on how society & processes within should be
Types of values (Rokeach)
Instrumental values Terminal values
modes of behaviour to reach terminal values preferred end state of being
competence social harmony security
compassion personal love & affection
sociality gratification personal content
integrity self-actualization
2
, Consumer knowledge
Means-End-Chain
Attributes Benefits Values
concrete (tangible) functional instrumental (acc. Rokeach)
abstract (intangible) psycho-social terminal (acc.Rokeach)
consumers think of product attributes subjectively in terms of personal consequences
length of chain of same product can vary per individual (e.g. means of toothbrush is being comfortable at
the dentist (psycho-social benefit) or cleanliness as value)
chains can miss steps
attributes can have both positive & negative ends
Laddering
repeatedly asking “why is that important?”
identifying consumer’s knowledge and key product attributes
Lecture 2 & Chapter 1 | Vision
Definition
Parallel of preserving the core & stimulating progress of a company
Characteristics
something stable in an ever-changing world
provides direction
based on values
“higher reason” to do things
one can agree or not agree with it
future pull dream scenario
Levels
organization has a vision for a field / industry
organization has a vision of the world & the cohesion of things
Implications of a vision (Dutch research)
management tool
provides cohesion & inspiration
benefits for revenue
3
