Neuromarketing como estrategia de mercadotecnia
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Fecha
2013
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Universidad de Guayaquil, Facultad de Ciencia Administrativas
Resumen
El marketing es encargado del proceso de llegar a conocer y a entender al cliente, con el fin que el comercio ajuste el producto a las necesidades de éste. La fusión del marketing y la neurociencia, es exactamente la base de nuestra investigación, la cual su objetivo es evaluar el trasfondo de lo
que conocemos como Neuromarketing. Esto nace por la competencia actual en el mercado que obliga al comerciante a examinar diversas alternativas de publicidad que le ayuden absorber un grupo más grande de clientes cada día. El enfoque principal de investigación es conocer
cuidadosamente el proceso del Neuromarketing e identificar todo aquello que pueda ser útil para el uso correcto de esta herramienta. El Neuromarketing basado en la Neurociencia, está cambiando la forma de hacer Marketing con resultados sorprendentes en todo el mundo. Uno de los descubrimientos más importantes, fue el hecho de cómo influye en el cerebro la publicidad y los medios masivos, y de cómo y cuándo una persona toma las decisiones de adquirir un producto en específico, en base a ello se están creando innovadoras técnicas y estrategias de mercado basados en Neuromarketing. En Ecuador, las empresas conocen sobre esta metodología, pero no la aplican, la investigación revelará un sin numero de interrogantes y el análisis verdaderas respuestas que abrirán el abanico de posibilidades en cuanto al uso del Neuromarketing, el cual se ha convertido en una novedosa e infalible herramienta derivada del marketing que ayudará a optimizar recursos y
darle mejor efecto a las estrategias empresariales.
Marketing is in charge of the process of getting to know and understand the customer, in order to trade the product to fit the needs of this. The fusion of marketing and Neuroscience, is exactly the basis of our research, which aims to evaluate the background of what we know as Neuromarketing. This arises because of current competition in the market which obliges the trader to examine various advertising alternative to help absorb a larger group of customers every day. The main focus of research is to understand the process of Neuromarketing carefully and identify anything that might be useful for the correct use of this tool. The Neuromarketing based on Neuroscience, is changing the way to do marketing with surprising results worldwide. One of the most important discoveries was the fact of how advertising and mass media influences in the brain, and how and when a person takes the decisions to purchase a specific product, based on that are creating innovative techniques and marketing strategies based on Neuromarketing. In Ecuador, the companies know about this methodology, but not applied, the research will reveal countless of questions and real answers that analyzes and will open the range of possibilities in the use of Neuromarketing, which has become a new and foolproof tool deriving of marketing that will help to optimize resources and give better effect to the business strategies.
Marketing is in charge of the process of getting to know and understand the customer, in order to trade the product to fit the needs of this. The fusion of marketing and Neuroscience, is exactly the basis of our research, which aims to evaluate the background of what we know as Neuromarketing. This arises because of current competition in the market which obliges the trader to examine various advertising alternative to help absorb a larger group of customers every day. The main focus of research is to understand the process of Neuromarketing carefully and identify anything that might be useful for the correct use of this tool. The Neuromarketing based on Neuroscience, is changing the way to do marketing with surprising results worldwide. One of the most important discoveries was the fact of how advertising and mass media influences in the brain, and how and when a person takes the decisions to purchase a specific product, based on that are creating innovative techniques and marketing strategies based on Neuromarketing. In Ecuador, the companies know about this methodology, but not applied, the research will reveal countless of questions and real answers that analyzes and will open the range of possibilities in the use of Neuromarketing, which has become a new and foolproof tool deriving of marketing that will help to optimize resources and give better effect to the business strategies.
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Marketing, Neuromarketing, MERCADO, PUBLICIDAD, PREFERENCIA, CONSUMIDOR, Cerebro - Mente