tag:blogger.com,1999:blog-12398229.post8357585367716576282..comments2024-03-03T16:02:49.653+05:30Comments on runawaysun: Under the scannerBiswajithttp://www.blogger.com/profile/04137874016611139677noreply@blogger.comBlogger2125tag:blogger.com,1999:blog-12398229.post-91118340224640698032007-09-22T15:12:00.000+05:302007-09-22T15:12:00.000+05:30Neuromarketing is merely a tool in the marketer’s ...Neuromarketing is merely a tool in the marketer’s toolkit. Whether it is promising or not is difficult to say at the moment as neuromarketing success stories aren’t many. Not many marketers use it as it is an expensive proposition. Those who use it keep their findings close to their chest. To my knowledge, neuromarketing is yet to be used in India.<BR/><BR/>At a personal level, I’m not in favour of neuromarketing. I feel it is invasive. I also feel it cannot determine consumer purchases as many more elements/parameters come into play in the consumer decision-making and buying processes.<BR/><BR/>Marketing tries to find a path to the consumer’s mind – specifically to identify consumer desires and (for lack of a better word) ‘excite’ these desires in order to drive the consumer to opt for a specific brand within a cluster of brand choices. Thereafter, marketing tries to place that specific brand within the consumer’s reach – through appropriate placement, pricing, packaging and shopping experience.<BR/><BR/>Marketing continues its efforts to provide a (once again, for lack of a better word) ‘happy’ experience from the brand’s application and usage… and performance. This, sometimes, takes time – for instance in checking an attribute like durability, or in collecting post-purchase reassurance from peer/reference groups, or in building consumer confidence and self-esteem, or simply in calculating the economics of the purchase over the long run.<BR/><BR/>So, I consider marketing to be far greater than mere advertising or ‘informing’ consumers. In my mind, marketing is a socio-economic science – and, therefore, it can get as complex as any social science or economics is. Marketing is not just about ads and brands. Marketing is about people. And, as you know, people are not always easy to handle.<BR/><BR/>Is marketing ‘slightly overrated’? No. But, some people working in marketing certainly are. [You should have guessed that from reading this comment. ;-)]Biswajithttps://www.blogger.com/profile/04137874016611139677noreply@blogger.comtag:blogger.com,1999:blog-12398229.post-10583883222729221782007-09-17T16:33:00.000+05:302007-09-17T16:33:00.000+05:30I have been following your thread for sometime, an...I have been following your thread for sometime, and I think neuromarketing may have some promise. However, I think the concept of 'Marketing' is slightly overrated. I think most of the task of sales building is done by 'Informing' rather than coming up with innovative advertisements. I have loved many ads, but that has not induced me to buy those products - especially when it comes to the high involvement products. Even in the low involvement products, you don't remember most ads when you are standing in the supermarket. SHelf space, visibility and the planogram then become the primary drivers for sale. Don't you think?Madhurihttps://www.blogger.com/profile/01323335479301675432noreply@blogger.com