Становлення та розвиток концепції нейромаркетингу в сучасних умовах
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Дата
2018
Науковий керівник
Укладач
Редактор
Назва журналу
ISSN
E-ISSN
Назва тому
Видавець
Одеський національний університет імені І. І. Мечникова
Анотація
У статті представлений генезис концепції нейромаркетингу. Розглянуто сфери комерційної діяльності, де застосування нейромаркетингу виправдано з точки зору ефективності. Описуються сучасні механізми маніпулювання споживачем, визначається роль методів нейромаркетингу при здійсненні господарської діяльності. Обґрунтовується ефективність застосування нейромаркетингових інструментів в сучасній маркетингової діяльності.
В статье представлен генезис концепции нейромаркетинга. Рассмотрены сферы коммерческой деятельности, где применение нейромаркетинга оправдано с точки зрения эффективности. Описываются современные механизмы манипулирования потребителем, определяется роль методов нейромаркетинга при осуществлении хозяйственной деятельности. Обосновывается эффективность применения нейромаркетинговых инструментов в современной маркетинговой деятельности.
To date, we can say that the market for the application of neurophysiological research in marketing is in the process of becoming. Promotion of neuromarketing services inevitably faces not only a number of difficulties, but also with insufficient development of interdisciplinary communications, lack of their transparency and high material and financial costs associated with this. It is important to mention the many opponents of the use of neuro research in marketing and in general the concept of neuromarketing, which creates additional barriers in the implementation of the concept. The market of consumer goods in modern conditions is characterized by the saturation of goods, the rapid renewal of the presented products, the emergence of new competitors, increased competition, changing consumer preferences, increasing consumer demands for both products and enterprises. In this regard, it is extremely important to study the possibilities of using neuromarketing research and neuromarketing tools in the conduct of business activities of enterprises. Market economy: modern management theory and practice. Using of neuromarketing research in the company’ marketing activities makes it possible to identify the subconscious motives of consumers and to model behavioral actions in accordance with the results obtained. As a result, the effectiveness of the application of an instrument is estimated and the trend of purchasing behavior is predicted. Each of the technologies of neuromarketing reveals certain motives of the respondents, in this connection the company determines the necessity of carrying out this or that research. The obtained knowledge increases the value of the product and promotes sales increase, as well as minimization of risks.
В статье представлен генезис концепции нейромаркетинга. Рассмотрены сферы коммерческой деятельности, где применение нейромаркетинга оправдано с точки зрения эффективности. Описываются современные механизмы манипулирования потребителем, определяется роль методов нейромаркетинга при осуществлении хозяйственной деятельности. Обосновывается эффективность применения нейромаркетинговых инструментов в современной маркетинговой деятельности.
To date, we can say that the market for the application of neurophysiological research in marketing is in the process of becoming. Promotion of neuromarketing services inevitably faces not only a number of difficulties, but also with insufficient development of interdisciplinary communications, lack of their transparency and high material and financial costs associated with this. It is important to mention the many opponents of the use of neuro research in marketing and in general the concept of neuromarketing, which creates additional barriers in the implementation of the concept. The market of consumer goods in modern conditions is characterized by the saturation of goods, the rapid renewal of the presented products, the emergence of new competitors, increased competition, changing consumer preferences, increasing consumer demands for both products and enterprises. In this regard, it is extremely important to study the possibilities of using neuromarketing research and neuromarketing tools in the conduct of business activities of enterprises. Market economy: modern management theory and practice. Using of neuromarketing research in the company’ marketing activities makes it possible to identify the subconscious motives of consumers and to model behavioral actions in accordance with the results obtained. As a result, the effectiveness of the application of an instrument is estimated and the trend of purchasing behavior is predicted. Each of the technologies of neuromarketing reveals certain motives of the respondents, in this connection the company determines the necessity of carrying out this or that research. The obtained knowledge increases the value of the product and promotes sales increase, as well as minimization of risks.
Опис
Ключові слова
нейромаркетинг, поведінка споживачів, маркетинг, маркетингові дослідження, менеджмент, бренд, нейромаркетинг, поведение потребителей, маркетинг, маркетинговые исследования, менеджмент, бренд, neuromarketing, consumer behavior, marketing, marketing research, management, brand
Бібліографічний опис
Ринкова економіка: сучасна теорія і практика управління = Market economy: modern management theory and practice