...Edgar Escribá Carné 20111228 13 puntos Buyology Martin Lindstrom Este libro es muy interesante ya que nos habla de cómo las empresas usando métodos tradicionales de investigación han querido encontrar la respuesta a muchas preguntas que usualmente son críticas en su lucha por ganar un espacio en el mercado, o mantenerse o innovar reinventándose. Estas respuestas no reflejan la realidad de lo que está pasando en los consumidores, solo dan números y datos que no pueden ser tomados como ciertos. En la actualidad se ha vuelto una necesidad encontrar el porqué de las acciones que realizan los consumidores, es por eso que esto ha llevado a que expertos se enfoquen en lograr conseguir estas respuestas y es así como surgió el neuromarketing, que busca analizar las respuestas cerebrales del hombre ante diferentes estímulos del marketing. La aplicación del neuromarketing en el estudio del consumidor es mucho más efectiva que los métodos tradicionales de investigación, ya que en la mayoría de las ocasiones a los consumidores se les dificulta el poder expresar sus sentimientos o ven distorsionadas sus percepciones debido al proceso de racionalización posterior. El neuromarketing se ha convertido en una forma innovadora para lograr conseguir el conocimiento del consumidor, este va mas allá de simples números o razones vagas, este va a la verdadera razón que motivo al cliente a comprar o no comprar un producto. Es interesante ver como el autor nos describe de forma sencilla...
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...1 of 83 file:///D:/000004/Buy__ology.html 08/08/2009 10:45 2 of 83 file:///D:/000004/Buy__ology.html CONTENTS TITLE PAGE FOREWORD BY PACO UNDERHILL INTRODUCTION 1: A RUSH OF BLOOD TO THE HEAD The Largest Neuromarketing Study Ever Conducted 2: THIS MUST BE THE PLACE Product Placement, American Idol , and Ford’s Multimillion-Dollar Mistake 3: I’LL HAVE WHAT SHE’S HAVING Mirror Neurons at Work 4: I CAN’T SEE CLEARLY NOW Subliminal Messaging, Alive and Well 5: DO YOU BELIEVE IN MAGIC? Ritual, Superstition, and Why We Buy 6: I SAY A LITTLE PRAYER Faith, Religion, and Brands 7: WHY DID I CHOOSE YOU? The Power of Somatic Markers 8: A SENSE OF WONDER Selling to Our Senses 9: AND THE ANSWER IS… Neuromarketing and Predicting the Future 10: LET’S SPEND THE NIGHT TOGETHER Sex in Advertising 11: CONCLUSION Brand New Day APPENDIX ACKNOWLEDGMENTS NOTES BIBLIOGRAPHY ABOUT THE AUTHOR COPYRIGHT FOREWORD PACO UNDERHILL It was a brisk September night. I was unprepared for the weather that day, wearing only a tan cashmere sweater underneath my sports jacket. I was still cold from the walk from my hotel to the pier as I boarded the crowded cruise ship on which I was going to meet Martin Lindstrom for the first time. He had spoken that day at a food service conference held by the Gottlieb Duttweiler Institute, the venerable Swiss think tank, and David Bosshart, the conference organizer, was eager for us to meet. I had never heard of Martin ...
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...1 of 83 file:///D:/000004/Buy__ology.html 08/08/2009 10:45 2 of 83 file:///D:/000004/Buy__ology.html CONTENTS TITLE PAGE FOREWORD BY PACO UNDERHILL INTRODUCTION 1: A RUSH OF BLOOD TO THE HEAD The Largest Neuromarketing Study Ever Conducted 2: THIS MUST BE THE PLACE Product Placement, American Idol , and Ford’s Multimillion-Dollar Mistake 3: I’LL HAVE WHAT SHE’S HAVING Mirror Neurons at Work 4: I CAN’T SEE CLEARLY NOW Subliminal Messaging, Alive and Well 5: DO YOU BELIEVE IN MAGIC? Ritual, Superstition, and Why We Buy 6: I SAY A LITTLE PRAYER Faith, Religion, and Brands 7: WHY DID I CHOOSE YOU? The Power of Somatic Markers 8: A SENSE OF WONDER Selling to Our Senses 9: AND THE ANSWER IS… Neuromarketing and Predicting the Future 10: LET’S SPEND THE NIGHT TOGETHER Sex in Advertising 11: CONCLUSION Brand New Day APPENDIX ACKNOWLEDGMENTS NOTES BIBLIOGRAPHY ABOUT THE AUTHOR COPYRIGHT FOREWORD PACO UNDERHILL It was a brisk September night. I was unprepared for the weather that day, wearing only a tan cashmere sweater underneath my sports jacket. I was still cold from the walk from my hotel to the pier as I boarded the crowded cruise ship on which I was going to meet Martin Lindstrom for the first time. He had spoken that day at a food service conference held by the Gottlieb Duttweiler Institute, the venerable Swiss think tank, and David Bosshart, the conference organizer, was eager for us to meet. I had never heard of Martin ...
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...Task Sheet 2 - Reading 2 - Buyology ch 8 A SENSE OF WONDER Selling to Our Senses A - Text related questions The author argues that when it comes to advertising, sight is the most important of senses. True or False? True. What is ‘sensory branding’? Companies are discovering, they’d be better of not just inundating us with logos but pumping fragrances into our nostrils and music into our ears. It is sensory branding. In the first experiment, what happened when the image and the fragrance didn’t match up? Subjects rated the image-fragrance combinations to be more appealing than either the image or the fragrance alone.pleasantness quotient dropped. What are mirror neurons (you will have to research this outside the text)? Mirror neurons represent a distinctive class of neurons that discharge both when the monkey executes a motor act and when it observes another individual (a human being or another monkey) performing the same or a similar motor act ( Figure 1). These neurons do not discharge in response to the simple presentation of food or of other interesting objects. They also do not discharge, when the monkey observes hand actions mimicked without the target object. Thus, the effective visual stimulus is the observation of a hand interacting with an object (Gallese et al. 1996, Rizzolatti et al. 1996a). Why do supermarkets have bakeries close to their entrances? Not only does the fragrance of just-baked bread signal freshness and evoke powerful feelings of comfort and...
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...“Lord Lever famously said that half of the money spent on advertising is wasted - but he had no way of knowing which half.” Studies how the buying decisions take places deep within consumer subconscious minds, that we’re not aware of what is driving them. Buyology study on a journey of shopping discovery on that will put governments on alert and cause upheaval for a multibillion dollar industry whose secret marketing weapon finally has been uncovered. Study reveals how the consumer brain so significant that it is to psychology what DNAis to molecular biology, provides the explanation sheds light on a wide range of consumer behaviours. It explains why a simple smile from a salesperson can compel consumer to spend more money, why video games like ‘GuitarHero’ are so popular, and why we’re hard wired to shop until consumer drop. “Why people buy” and “How we come to choose one purchase over another .if you’ve ever been fascinated by subliminal advertising, if sex really sells or how rituals influence buyer behavior, this book will answer your questions on all those things and more. What I learned in Buyology: Warning labels on cigarettes just make people want to smoke more. (page 15) Sex doesn’t sell, controversy does. (Page 183) We instinctively copy other people. (Page 53) Sexy models in ads appeal more to same-sex readers and watchers. (page 191) People love products that look like babies. (page 31) Senses influence us more than features. (143) Rituals and superstitions influence...
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...Neuromarketing Martin Lindstrom’s Buyology follows the largest neuromarketing study ever conducted. Lindstrom explores the theme of marketers rising control over consumers. He believes neuro-marketing will ultimately increase the knowledge of what drives consumption. Lindstrom defines Buyology as, “the subconscious thoughts, feelings, and desires that drive the purchasing decisions we make each and every day of our lives.” His research is an attempt to discover what captures our interest as consumers. While it was a three-year, $7 million research study, there are still some who question its findings. The article Ad Experts Not So Quick to Buy Into ‘Buyology” by Marissa Miley raise questions about the processes and findings of the study. Lindstrom emphasizes the importance of creating connections that link the consumer to a product or brand. He reaches many conclusions about why we consume what we do. His research has provided many insights on how products and brands affect the mind. Neuromarketing allows us to understand what is going on in a consumers mind when stimulated by products and advertisements. Lindstrom feels it is not a dangerous device that companies will take advantage of. However he also discusses how this technology will uncover the sneaky ways marketers seduce and deceive consumers without us even knowing. It is clear that companies are trying to manipulate us. If they had the power of fully understanding what makes the human mind tick they would...
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...1. Financial Health (Exhibit 1): The financial health of the company is solid. BPS has increased its turnover by 48.6% which contributed to the increase in its before tax income of 102.6% from 1988 to 1989. Overall the company has reduced its costs. They have reduced production costs, both overhead and direct, by 0.7% and 14.5% of turnover, respectively. In addition, marketing and R&D expenses have fallen by 0.8% of turnover. Although most of the decreases in costs have been beneficial for the company’s overall growth, the last reduction in marketing and R&D costs may have negative implications and could lead to the erosion of its competitive advantage. As a technology company, Barco caters to innovators by providing leading edge technology; a decrease in R&D could hinder the company’s ability to provide premium products. 2. Words Describing Barco: All of BPS’s offerings are top-of-the-line. They share a “reputation for the highest quality final image and excellent reliability once fully installed” (pg.7). However, in seeking to provide the best available products, Barco has added complexities that are not particularly user-friendly. 3. Top 5 Key Issues: |5 Key Issues |Brief Description |Crucial | |How to react to Sony’s new 1270 product launch |It is estimated that BPS stands to lose as much as 75% of its forecasted 1990 |Yes ...
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...Hollister’s distinctive appearance has also gained them a distinguishable type of customers. Their customers have a casual and beachy style which is why Hollister has clothing that is usually worn at the beach or for a casual day. Their look is meant to create an effortless look as shown by their posters all over the store. All their advertising usually displays a happy young adult who meets the society’s standards of beauty which conveys the message that if the customers buy their products then they will also be happy and look beautiful with an effortless look. Hollister also targets their intended audience by attracting them into the store by their anterior design which makes it appear as a beach shack which further creates their beachy...
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...The Power of the Branding Abstract A brand is the visual, emotional, rational, and cultural image that one can associate with a company product goods and/or services. A brand is a strategic element of a company’s overall marketing organization as it provides a structure to influence strong brands into other markets, integrate newer brands, and rationalize the company’s value based on the product and/or service the business offers. Introduction Living in a modernized era, with accelerating numbers of businesses built to satisfy consumer needs and wants, branding has become more of an important value in building a company’s image for its products or service. In conjunction with the company’s goals, employees, vendors, reporters, communities, target customers and consumer mix, which all are contributing factors in making the proper representation of what the business would like for people to see them as; furthermore the company’s branding will ultimately represent the understanding of the needs and wants of the customers and prospects the company seeks to target by incorporating the company’s brand at every point of public contact and with every marketing opportunity. Therefore, branding helps to establish...
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...Within the skull lies the most complex organ known to mankind -- the human brain. With a mass of only 6 kilograms, the brain contains over 100 billion living cells and 1 million kilometers of interconnecting fibers; but, exactly how does it function? Marketing and sales managers would love to know why consumers are attracted to certain advertising, packaging and brands. Martin Lindstrom, author of Buyology: Truth and Lies About Why We Buy, explains the marketing challenge, “When we walk down an aisle in a grocery store, our purchasing decisions are made in less than four seconds…there is no way we can think about that in a complete way. Those decisions take place in the subconscious part of the brain” (2008). The drive behind neuromarketing is to discover how consumers are actually responding to marketing messages, not how they report they are responding, or will respond. Neuromarketing studies consumers' response to marketing stimuli and matches that response to different areas of the brain. This research will explore neuromarketing history, levels of the brain, neuroimaging techniques used, advertising effectiveness of neuromarketing and some challenges facing this new field. History In 1991, Dr. David Lewis-Hodgson, Minilab chairman and director of research, began Neuromarketing research in the United States, after stumbling upon it when he was researching treatments for phobic anxiety and stress (Lewis, 2010). Shortly after, marketers from large companies such as Coca-Cola...
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...THE SNEAKY WORLD OF ADVERTISING: PREYING ON OUR YOUTH The Sneaky World of Advertising: Preying on our Youth Liberty University Abstract Advertisers spend billions of dollars annually to promote their products. They are constantly researching the best stratagies to make their marketing dollars as effective as possible. The latest strategies advertisers have begun to use include targeting children in various ways. The biggest group they are currently targeting are the grade school age kids. These tactics are not intended to be good for our children. The intention is for companies to make money. The Sneaky World of Advertising: Preying on our Youth In the past, marketers have targeted mothers to influence them to make purchases for their children. This trend has changed. With the increasing exposure children have to television, they have become marketer’s main targets. According to Dr. Victor C. Strasburger of the University of New Mexico School of Medicine: Children and adolescents spend more time watching television than in any other activity except sleeping, and more time from age 2 to 18 in front of the television set (15 000 to 18 000 h) than in the classroom (12 000 h). By the time today's children reach age 70, they will have spent a total of 7 years of their lives watching television. Dr. Strasburger goes on to say that children will be exposed to over fourteen thousand sexually suggestive images, thousands of images portraying alcohol and...
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...It’s A Science! A Review of Why We Buy by Paco Underhill Abstract Paco Underhill set out to gather data to research the science of shopping and has detailed his findings in his book, Why We Buy. A self-proclaimed urban geographer and retail anthropologist, Underhill has compiled a database of shopping behavior patterns. He has spent countless hours tracking customers as they move through stores, observed shoppers’ browsing and purchasing behaviors, took notes on how long shoppers spent in a store, what they touched and bought, how much they spent, and so on. He founded a research company called Envirosell which consults with clients to help them improve their product sales. The following review of Underhill’s book entitled, Why We Buy, summarizes some of the key findings of his science of shopping, related literature and implications for the study of and future of marketing as a result of Underhill’s findings. Key Findings Paco Underhill breaks down the science of shopping into three separate topic areas. The first part of the book approaches how customers interact with both the physical space of the store and with other people. "It’s a law of nature – shoppers need a landing strip” (Underhill, 1999, p. 44). The landing strip that Underhill refers to is defined as a transition zone related to the physical layout of stores. Shoppers when they first enter a store enter into a transition zone where they have to adjust to their new surroundings. Moving from their...
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...Assessment of Employee Engagement in Organizations Word Count: 3005 Contents 1.0 Introduction 4 2.0 Employee engagement 4 3.0 Significance of employee engagement 5 4.0 Steps taken to enhance employee engagement 8 5.0 Steps to enhance employee engagement 10 6.0 Conclusion 13 7.0 References 14 List of figures Figure 1: Employee Engagement Model 4 Figure 2: Composition of Employee Engagement 5 Figure 3: Organizational Results of employee engagement 6 Introduction This report has been undertaken in order to discuss and assess the significance of employee engagement through various employee engagement models and the steps that can be taken in order to improve the employee engagement process in an organization. Various recommendations have also been provided in order to enhance the employee engagement in organizations at the end of the report. Significant company examples following appropriate employee engagement policies and their impact on employee satisfaction in the organizations have also been mentioned in detail. Employee engagement According to Albrecht (2010), Employee engagement is defined as the level to which the employees are loyal and motivated towards their work within a particular organization they work for. The level of pride they show while being a part of that organization and the extent of efforts they are willing to exert to achieve the organizational goals. Saks (2006) adds that employee engagement...
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...Company Name: Coca Cola "At the Coca-Cola Company we strive to refresh the world, inspire moments of optimism and happiness, create value and make a difference." ( theCoca-colacompany.com) Introduction: The Coca-Cola Company, is an multinational American Corporation that manufactures, retail and markets beverages and over 500 other brands in over 200 different countries, but it is best known for its flagship product Coca-Cola. rough estimates indicate that the world drinks around 1.8 billion servings of coca-cola each day, which is roughly a tenth of the world's population. From its birth in 1886, in the hands of pharmacist John Stith Pemberton, Coca-Cola or Coke as it is favorably called world over, has come a long way. Currently, Coca-Cola is a symbol of Western Culture in every nook and corner of the world. Coca-Cola was originally invented and intended to be a medicine before it was bought out and marketed by Asa Griggs Candler, a businessman whose clever and strategic marketing tactics led Coca-Cola to its current position of world dominance in soft drinks. Coca-Cola has remained a popular soft drink world over to this very day. The popularity influence has risen to a point where coke has been spotted being sold in the desert's of Africa instead of water. The popularity and market capitalization of Coca-Cola has come a long way, to a point where the term Coca-Cola-ization has been termed, which refers to the symbiotic transformations among youth and global culture...
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...Page 1 Martin Lindstrom’s Buy•ology and Paco Underhill’s Why we Buy should be required reading for all business related major students. In Paco Underhill’s book he really digs in to and investigates that will make a person purchase on product from another. Paco Underhill is like the frontline specialist. On the sales floor is where he rules changing and adapting to consumers needs and wants. He is able to tell you why a product in one store is selling but not in another. Or why products that have huge advertisement budget have not really left the shelf. Now where Underhill is on the sales floor in his book, Martin Lindstrom digs into the minds of the consumers in his book Buy•ology. By doing this Lindstrom is able to identify why we purchase the products/ services we do. Now one thing that I really learned in Lindstrom’s book is that we lie. Consumers lie time and time again, not only are we lying to each other or surveys but to are selfs. Either that or we are to scared to tell the truth to anyone. In one of Lindstrom’s studies he was testing a new show for a U.S. audience that was already doing great in the U.K. The show was called Quizmania, to see how the audience was going to react to this show before it was even aired Lindstrom arranged at test of two hundred people. They had three shows for the group of two hundred to watch Quizmania, The Swan, and How Clean Is Your House? Now going into this study Lindstrom already new what people thought of both How Clean...
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