144x Filetype PPTX File size 2.31 MB Source: raphe.kaist.ac.kr
Customer satisfaction • Customer satisfaction and business success • “The key to customer retention is customer satisfacti on” (Kotler) Consumer‘s mind “Marketing and environmental stimuli enter the consu mer’s consciousness or subconsciousness. A set of psy chological processes combine with certain consumer c haracteristics to result in decision processes and purch ase decisions. The marketer’s task is to understand what happens in t he customer’s consciousness between the arrival of th e marketing stimuli and the ultimate purchase decision .” Kotler and Keller (2006) • The main objective of marketing is to help match p roducts with people. Marketing serves the dual goals of (1) guiding the design and presentation of products suc h that they are more compatible with consumer prefer ences and (2) facilitating the choice process for the co nsumer. Neuromarketing “By studying activity in the brain, neuromarketing com bines the techniques of neuroscience and clinical psyc hology to obtain insights into how we respond to produ cts, brands, and advertisement. From this, marketers hope to understand the subtle nu ances that distinguish a dud pitch from a successful ca mpaign.” - Mucha (2005) • There are two main reasons for this trend. First, the pos sibility that neuroimaging will become cheaper and fast er than other marketing methods; and second, the hop e that neuroimaging will provide marketers with inform ation that is not obtainable through conventional marke ting methods. • There is growing evidence that it may provide hidden in formation about the consumer experience.
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