This website uses cookies to ensure you have the best experience. Learn more

Topic: "Emotional Marketing: Necessity Of Today's Marketing Management"

869 words - 3 pages

The purpose of this paper is to write an analysis of an article that discusses an aspect of marketing management. During my research I was attracted to an article by James Cooper Titled, 'Emotional Marketing as the Basis of Your Promotions'; after reading Coopers article I found Emotional Marketing to be interesting, but his article did not provide enough data to satisfy my interest in Emotional Marketing . So, rather than write about a single article, I have chosen to write about the topic of Emotional Marketing and its necessity in today's Marketing Management.Marketing mangers must understand that if the consumers' emotions are addressed in the right way they could get more loyal customers. This has unlashed the approach to marketing which was termed as "Emotional Marketing" (Drypen).Cooper points out that, "Marketing to today's consumers is a challenging business because you are no longer listing the specifications of products and services. Instead you are meeting people on an emotional level to break into their consumer awareness". As part of a company's marketing strategy producers need to realize that there is a strong emotional connect between consumers / customers and the products they use.Brands that don't make emotional connections with their prospects and customers will eventually lose out to those that do. The practice of emotional marketing as it relates to value proposition is all about getting your target audience to connect with your product, service, and brand at a very basic and fundamental level - the level of emotions.When building customer value, emotional marketing can be used in influencing customer perceived value and total customer benefit. Some examples of firms that are successful in this application can be seen with top brands such as Starbucks, Porsche, and so on. These products and services make an emotional connection with the people they serve. They have met the challenge of identifying how its products/services can connect emotionally. They have explored what type of experience their product can offer its customers and the perceived value to customer above the firm's competitors.Emotional marketing can only take place once the company delivers a user experience that represents its purpose. Once the company is able to deliver on that promise, it can market the experience to consumer prospects. Companies must leverage: customer testimonials, word-of-mouth, discussion forums, and trials (marketingscoop).Ideally the company wants its products or services to deliver an experience, and gets prospects to participate along with having the experience themselves. Emotional marketing is a powerful strategy if you can deliver a strong customer experience, thus, leveraging the experience to maximize customer satisfaction in the long run.On the other hand, there are the companies that use emotional marketing when customers are having a not so positive customer experience. These companies take advantage during...

Find Another Essay On Topic: "Emotional Marketing: Necessity of today's Marketing Management"

FROM HEART STRINGS TO PURSE STRINGS A STUDY OF EMOTIONAL MARKETING

3557 words - 14 pages Emotional. Customer Relationship Management, 8(5), 22.2.Dan Hill (2003, September). Rational mind, emotions connect for decisions. Marketing News, 37(19), 37.3.Lazarus, Richard S. 1982. "Thoughts on the Relations Between Emotion and Cognition." American Psychologist 35:1019-1024. 1991. Emotion and Adaptation. New York: Oxford University Press.4.Oatley, Keith 1992. Best Laid Schemes: The Psychology of Emotions. Cambridge,UK: Cambridge University Press.5

Essay topic: Shareholder value provides a comprehensive framework for evaluating strategic and tactical marketing decisions

1741 words - 7 pages Essay topic: Shareholder value provides a comprehensive framework for evaluating strategic and tactical marketing decisionsModern enterprise is uninterrupted to ameliorate its own system and constitute accredited standard or criterion on institutional. Today's directorate and top management seem to be more concentrating on shareholder value. Obviously, aim to maximize shareholder value become most enterprises' crucial goal that may affect

Marketing Management

4688 words - 19 pages AbstractIn this assignment, definitions of marketing, concept of marketing, how marketing applied for public organisation have been defined.Firstly definitions of marketing are introduced by different authors, on the basis of these definitions, different views are given like which is the best definition working in today's market and what are the differences of these definitions? Then concept of marketing has been defined by different authors and

Marketing Management

6625 words - 27 pages incorporated into the initial price of the vehicle. In today's highly competitive marketplace these value-added benefits give the company a competitive edge.1.4 Trace the stages of management evolution from the production and selling stages to the marketing and societal-marketing stages, and evaluate nominated organizations in terms of their stage of development.Since the Industrial revolution, marketing has evolved through four stages of development

Marketing Management

1097 words - 4 pages thought, moving from the macro functions-institutions-commodities approach to a micromarketing management paradigm. After Alderson, marketing began to incorporate other fields of knowledge besides economics, notably behavioral science, becoming a multidisciplinary field. For some scholars, Alderson's book marks the beginning of the Marketing Management Era. The basic requirements for this career are primarily a high school education and then after

Marketing Management

1174 words - 5 pages Marketing Management BSP022 Semester 1Marketing ManagementCOURSEWORK ASSIGNMENTOutline Marketing PlanAssignments to be conducted in groups of 4/5The motor industry is experiencing a significant increase in demand for alternatives to carbon fuel driven vehicles. According to media reports the uptake of low-carbon cars, has more than doubled in the last few years. Indeed, last year over 10,000 electric cars were sold in the UK.As the Marketing

marketing management

5369 words - 21 pages Question 1 (a)In Marketing Management, there are six different business orientation approaches namely production orientation, product orientation, sales orientation, marketing orientation, consumer orientation and profit orientation.The Production orientation approach was popular in the nineteenth century as the industrial revolution provided the technology to allow mass production of goods. By manufacturing in large volumes, this drove costs

Marketing Management: Marketing Plan Formulations

2419 words - 10 pages CEO".Current Marketing SituationAs metal detector market rapidly grew in China .there are new needs emerging that are unmet by existing suppliers. Clearpack sought to meet these unmet needs. The challenge is to develop a product with pointing attributes that consumers will want in order to satisfy newly discovered needs in a changed marketing environment.The most aggressive competitors are Safeline (UK) and Anritsu (Japan)The price of imported

The Management and Marketing Strategies of COSCO

3378 words - 14 pages system of management and operation that is characterized by the "integration of operation and management" and "integration of operation and marketing on global basis" thereby enabling the core business of COSCO, i.e. shipping to become more market-oriented, to improve its service standard and to sharpen its competitive edge.Their mission statement outlines that they aim "To be a world leader in shipping and logistics services by maintaining

Marketing AND Brand Management

690 words - 3 pages Running Head: MARKETINGMarketing and Brand Management[Writer Name][Institute Name]Marketing and Brand ManagementIntroductionConsultants, researchers and managers recognize the brand management is an important tool for marketing in this global era (Kurtz, MacKenzie & Snow, 2009). In a time of constant continual change in the global marketplace, a brand provides a source of constancy and consistency that a firm offers to customers.DiscussionA

Marketing Management-Bose Corporation

3558 words - 14 pages 2006. Marketing management, 12th edn, Prentice Hall, United States of America, p.343, pp.349-355.Levitt, Theodore 1960. "Marketing Myopia," Harvard Business Review, pp.45-56Oracle 2008. Drive Customer-Centric Business, viewed January 11, 2009,< http://www.oracle.com/industries/index.html>Porter, Michael E. 1980. Competitive Strategy, The Free Press, New York, ch.2, ch.23Michy, William 1984. "The New Breed of Strategic Planning," Business Week, pp. 62-68

Similar Essays

Successful Marketing In Today's Society Essay

1415 words - 6 pages what makes a company successful.Marketing in Today's Changing World.Global connections in today's increasingly smaller world, many marketers are now connected globally with many of their customers and marketing partners. Many geographical and cultural distances have shrunk with the advent of jet planes; fax machines, and global computer hook-ups. American firms have been challenged at home by extended European and Asian multinationals. Today, in

Marketing In Today's Business World Essay

1198 words - 5 pages We often hear people talk about marketing and some of its functions. But what does the term ‘marketing’ actually mean? Various definitions have been suggested. In 1976, the Chartered Institute of Marketing described marketing as ‘’the management process that identifies, anticipates and satisfies customer requirements profitably’’ (Watkis 2008). This definition suggests that research is vital in determining market necessities. Marketers must be

Identify The Significant Changes Taking Place In Today's Business Environment That Are Forcing Management Decision Makers To Rethink Their Views Of Marketing Research

1084 words - 4 pages Identify the significant changes taking place in today's business environment that are forcing management decision makers to rethink their views of Marketing Research.Desirably, marketing research can be classified or defined as the collection of any facts relevant to a marketing decision. But to be more specific and accurate to the definition, It can be defined that Marketing research is, "The systematic collection, analysis and interpretation

Identify The Significant Changes Taking Place In Today's Business Environment That Are Forcing Management Decision Makers To Rethink Their Views Of Marketing Research

1335 words - 5 pages Nowadays business environment has caused various kinds of changes that lead management decision makers to reorganize their marketing research analysis and restructure their marketing research process. Marketing research has been played an important role in all the organization to guide the organization to the way of success. Marketing department in a company is not only responsible in doing the marketing mix which includes price, place