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WorksheetsSeminar 2 Lecture Comprehension Questions
Total questions: 16
Worksheet time: 1hrs 5mins
In groups (no more than 4 people please) discuss the key take-away messages from Nick’s experience.
What have you learnt about marketing agility from his experiences?
Can you link Nick’s experience to the pillars outlined in Kalaignanam et al. (2021)?
Consider a brand/company that has recently folded or gone into administration. Identify two ways in which marketing agility might have helped them to stay in business (not need administrators).
How does the concept of psychological ownership differ from legal ownership?
What are the key dimensions of collective psychological ownership within a group?
How does the digitisation of goods impact psychological ownership?
What are the challenges associated with preserving psychological ownership in the sharing economy?
How does access-based consumption affect psychological ownership?
What are the opportunities for marketers to preserve psychological ownership in the evolving consumption landscape?
How can marketers ensure the preservation of psychological ownership within different identity groups?
What are the benefits of an agile marketing approach for marketers?
What are the challenges associated with implementing an agile marketing approach?
When is an agile marketing approach most beneficial for marketers?
How can marketers effectively navigate the changing landscape of ownership and group dynamics?
How do associative and dissociative groups influence an individual's sense of ownership?
What are the different categories of identity groups and how do they impact ownership dynamics?
How can marketers leverage identity groups to enhance psychological ownership?
How can marketers foster a sense of collective psychological ownership within a target audience or customer base?
