Exploitation of Human Instincts and Emotions During Marketing - Assignment Example

Marketing Approach to Market Research Different approaches are in place when conducting a market research. A market research plays an essential role in providing information about an intended market. The use of surveys is one of the approaches that are commonly used for the purposes of carrying out the market research. The approach involves straight forward questionnaires. The use of surveys can be carried out through the use of one on one interview, telephone surveys, mail surveys and online surveys (Armstrong & Cunningham, 2012). It is important to note that the online surveys are increasingly becoming common in the market. This is because of the ease it presents to the organizations when carrying out the market survey. It is important to note that ethical considerations should be considered during the survey. The level of accuracy of the information from the survey is useful to the organizations as it is used for decision making process. The nature of information required is also an important factor that determines the approach to be used during the market research. This is considering that some of the information may be sensitive and it may require the organization to make immediate changes. The cost involved in carrying out the market research is also a factor that determines the approach that should be taken when carrying out a market research. Focus group is also an approach that is commonly used in the market research. The use of focus groups involves initiating a discussion among a group of people in order to obtain their views regarding a particular issue of concern in the market. The use of focus group may however be ineffective as it is only limited to a group of people. However, it can provide market information within a short period of time. A personal interview is also an approach that is used for the purposes of carrying out a market research. Personal interview may involve a one on one interview with the customers in the market. Open ended and unstructured questions are commonly used during the personal interviews. The disadvantage of the method is that it takes a lot of time and cost to collect information. The method is not effective when dealing with a large group of people. A high level of accuracy is however required regardless of the approach that is taken during the market research. The information should be analyzed in a professional manner in order to facilitate decision making process. Exploitation of human instincts and emotions during marketing Most of the people make their decisions based on their emotions. Most of the organizations have discovered the power of emotions during the decision making process. Advertisements are important marketing tools for any organization. It is through the advertisements that the companies capture the attention of the people. Most of the advertisements usually target a certain group of people. The emotional issues regarding the group are usually exploited by the organizations during the marketing process. The emotions created in the advertisements are useful in connecting the targeted audience to the advertisements and hence influencing their decisions (Kotler & Armstrong, 2013). Exploiting the desires of the people is common in most of the advertisements. The marketing of beauty products mainly rely on creating a specific goal that the targeted audience would want to achieve. This is one way of exploiting the emotions of the people who requires products that can give them a desired outcome. Capturing the emotions of the audience therefore influence the purchase decision among the customers. This has been successful in most instances and the organizations are increasingly benefiting from exploiting the emotions of the consumers in the market. The advertisements that are able to capture and connect with the emotions of the people have always been successful. Different people have different instincts and emotions when they are in need of certain results. The instincts of the people in the market may be wrong or right. This uncertainty is usually exploited by the customers in the market. Creating the right instincts among the people in the market is usually used by most organizations. This is through developing instincts that a certain products will lead to the achievement of their goals. In most cases, this has worked and it has benefitted the companies. The exploitation of human instincts and emotions has however attracted diverse opinions among different stakeholders. Some of the stakeholders are against the exploitation of the instincts and emotions of the people in the market in the advertisements. This is because it is considered unethical to take advantage of the emotion of the people for financial gains. In some instances, the consumers have ended up with losses as the products have failed to meet their expectations. However, it has been argued that the organizations should consider the feelings of the consumers during the marketing process as it is one way of convincing them that their products and services will meet their expectations. Touch points and the consumer journey The consumer touch point involves a point of contact between the consumer and the business. At the consumer touch point, there is an exchange of information between the customers and the business (Jobber & Ellis-Chadwick, 2012). The provision of services and handling of different transactions also take place as a result of the contact. Businesses use different means to reach the touch points in order to create contacts with the customers. Most of the businesses have to use their websites, billboards, direct mails, customer communications and customer service call centers. The consumers are able to interact more with the businesses at the consumer touch point. Superior services can be provided to the customers through the touch point. This is because the information obtained from the customers enables the businesses to make changes aimed at improving o the quality of their services. The organizational chart as well as the marketing operations may influence the touch points. Understanding the consumer journey is important for organizations as it leads to customer satisfaction. The consumer journey is important in creating an understanding regarding the interaction of the consumers with the organization. Most of the organizations use the consumer journey for the purposes of obtaining the improvement opportunities. The perspectives of the consumers can also play an important role in improving the quality of services offered. This is an important aspect of the consumer journey when it comes to most organization. Understanding the goals of the customers is also a key factor in the consumer journey. Different customers have different goals regarding different products and services. A timeframe for the customer satisfaction is also important in the customer journey. References Armstrong, G., & Cunningham, M. H. (2012). Principles of marketing. Pearson Australia. Kotler, P., & Armstrong, G. (2013). Principles of Marketing 15th Global Edition. Pearson. Jobber, D., & Ellis-Chadwick, F. (2012). Principles and practice of marketing (No. 7th). McGraw-Hill Higher Education. Read More