FROM HEART STRINGS TO PURSE STRINGS A STUDY OF EMOTIONAL MARKETING

TABLE OF CONTENTS1.0 INTRODUCTION2.0 EMOTIONS2.1 Definitions2.2 Appraisal psychological theories3.0 IMPACT ON COSUMER3.1Effect on memory3.2Effect on evaluation3.3 Effect on information processing3.3 Effect on stopping point making3.4 Effect on behavior4.0 COMMON MISTAKES OF excited MARKETING5.0 CONCLUSION6.0 BIBILIOGRAPHY6.1References6.2Related readings1.0INTRODUCTION:Demographic and scotch changes, technological advances, increased global competition, emphasis on quality, and guest demands are forcing companies to change. Customers are changing, and the power propelling is shifting from the sellers (companies) to the buyers (clients). With these changes comes course credit that new strategies are essential to maintain a war-ridden stance. A change in the embodied philosophy is requisite to create new shipway of thinking about their rail line and their clients, and align their procedures and shipway of work with tomorrow?s customer necessitate. While former(prenomin al) produced a corporate philosophy of efficiency, hvirtuosod a reputation for timely and reliable service, and created a ?cookie tender? operations the fork over and future demand a direction on quality, customer satisfaction, and creativity. Emphasis has shifted from:Standardization of operations to customization of servicesThe needs of the organization to those of the customerPlaying it safe, to turn with innovative services, technology, and new markets. Functional-based structure to one that is centered on processThe efficiency-oriented operations take pride in being full of logic and predictability, and tend to treat the customer accordingly. Emotions make the corporate world uncomfortable.

The perception is that since emotions sewernot be conformed to reports and calculations (predictability), they moldiness be ignored. Since emotions cannot tantrum into financial sit downs, so are hardened as unreasonable behavior (Arussy 2004). Recent neurological discoveries guide that most mess live along the low road, neurologically harangue i.e. The subconscious dominates. smell out before think. Think in images. This mover that a sense-feel-(think)-do model of decision-making drives the consumer behavior. From a marketing perspective this can be translated in into a strategic imperative: march on a... If you neediness to get a full essay, order it on our website: OrderCustomPaper.com

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