Name: Prof.Maulik Shah
Title: Psychology and CRM through Optimistic Marketing
Abstract
Marketing and psychology are in a way synonyms. Psychology is the science of behaviour and mental process with the ultimate goal of understanding individuals and groups. Marketing is the science of behaviour and mental process with the ultimate goal of understanding consumers and groups of consumers (i.e. markets) for commercial purpose. So the only different in their definition according to me is the word “commercial”. So it is fair enough to say that marketing and psychology only differ in their application part. This research paper will emphasize on the optimistic marketing especially eliminating the use of word “NO” in business and its implications, with some examples from case studies in order to strengthen my argument.
The research methodology adopted is observational research. Marketing is all about keeping all your senses open and then ‘sense and satisfy’ the needs of customers. So the examples explained in the research paper is based on the common observations done across some industries and finding out how ignorance has led to the use of negativity in the business and how the use of optimistic marketing can help change the situation. Some supporting examples from successful companies like Disneyland, Nordstorm and Lacoste is also discussed. These case studies and other facts presented in the paper obtained through the observational research throws light on, how creating a positive atmosphere in your business can create wonders.
One of the simplest example is of any restaurant you have visited, it carries a signage saying “Outside eatables are NOT allowed” either on their wall or if it is a sophisticated one then in he menu card. Now hardly anybody would have questioned or deeply thought of this signage and it had became a practice to have it written inside your hotel. Now this simple thing could act as your differentiating factor. We need to understand that in this competitive world its really very difficult to bring customers to your store so when he is coming then even if they come with the outside eatables still they are going to order something which otherwise would not have bought anything. Additionally you have got an opportunity to make that customer your brand loyal with your quality and service. So it is very much important for any organization to attract and sustain customers in that’s the sole purpose of existence. Even if you are the world’s best in your product or service, the customer needs to try out your product or service once and most of the times we fail to do that.
In marketing, the game is about being different from others and then grabbing a mind share of consumers and in this process of differentiation companies spent millions of dollars on innovation but sometimes fails to identify the fundamental questions which are much more simpler, cheaper and yet effective. After going through this research paper I hope that you might change the way you looked at the business the way you have done since years. The findings will help researchers and businesses to find out how simple and fundamental concept of being optimistic will help many businesses in creating a USP among their competitors.
Key Words: Optimistic marketing, Customer service, Psychology, Differentiation