scholarly journals Fundamentals of neuromarketing: What is it all about?

2020 ◽  
Vol 3 (4) ◽  
pp. 22-28
Author(s):  
Aida Azlina Mansor ◽  
Salmi Mohd Isa
Keyword(s):  
Global Economy ◽  
Marketing Research ◽  
Central Concept ◽  
Scientific Methods ◽  
Practical Usefulness ◽  
Traditional Marketing ◽  
Marketing Methods

Neuromarketing has become a central marketing issue in the new global economy. The term neuromarketing is a combination of neuroscience and marketing. This new concept provides new insights and powerful techniques in marketing research, especially on consumer analysis. The central concept of neuromarketing is strongly related to brain activities, understanding the consumers' subconscious mind, explaining consumers' preferences, motivations, and expectations, and predicting consumers' behavior. Neuromarketing is not to replace traditional marketing methods, but rather to provide unique and complementary insights. This paper focuses on the growing field of neuromarketing and aims to explain the fundamental concepts of neuromarketing to ensure that its unexplored practical usefulness can positively contribute to the field of marketing. Therefore, this review will help researchers to develop effective approaches further, to provide better and more efficient services to consumers through the use of scientific methods to understand how consumers respond to marketing campaigns.

Bank Marketing: Features, New Trends, and Prospects

2019 ◽  
pp. 83-88
Author(s):  
E. N. Valiev ◽  
E. N. Veysov
Keyword(s):  
Systems Approach ◽  
Marketing Research ◽  
Theory And Practice ◽  
Scientific Publications ◽  
Scientific Methods ◽  
New Directions ◽  
General Scientific ◽  
Modern Economic ◽  
The Subject ◽  
Bank Marketing

The importance of the subject of this study is attributable to the need of developing the theory and practice of formation of bank marketing, its features and new trends associated with this concept. Prospects for the development of banks and their ability to quickly and efficiently address new challenges presented by the market can be determined through modern forms, methods of management and creative use of financial marketing opportunities.Aim. The presented study aims to examine the specific aspects, principles, conditions, factors of emergence, and prospects for the development of bank marketing and forms of its management in modern economic conditions.Tasks. The authors identify the major trends and perspective directions in the development of bank marketing in Azerbaijan at the current stage.Methods. As its methodological and theoretical basis, this study uses a systems approach to the analysis of its subject, conceptual approaches outlined in the works of Azerbaijani, Russian, and foreign scientists in the field of bank marketing. These methods are used to determine the essence of bank marketing, present the types and organization of marketing research, and identify the characteristic traits, new forms, and directions for the development of bank marketing.Results. The study uses general scientific methods of cognition in various aspects to identify characteristic traits, trends, and new directions of bank marketing. A review of scientific publications shows that academic papers tend to focus on general conceptual approaches to the practical application of marketing. The authors believe that the issues of organization of a comprehensive bank management system, its implementation based on innovations in the promotion of banking products and services in the financial market, and substantiation of channels for their distribution among consumers are insufficiently explored. This makes the subject of this study extremely relevant due to the inevitable optimization of the organizational structure of banks through comprehensive implementation of the marketing system.Conclusions. Theoretical and practical issues of bank marketing are examined. As a result, the specific features and characteristic traits of this mechanism, conditions and factors for its emergence, and its prospects in the context of the digital economy are analyzed.

scholarly journals PERKEMBANGAN INOVASI PRODUK TERHADAP KEGIATAN PEMASARAN DALAM RUANG LINGKUP MASA PANDEMI COVID 19

2021 ◽  
Vol 1 (1) ◽  
pp. 1-7
Author(s):  
Yayan Andriani
Keyword(s):  
Product Innovation ◽  
Marketing Research ◽  
Industrial Sector ◽  
Marketing Process ◽  
Product Innovations ◽  
Innovative Products ◽  
The Right ◽  
Selling Process ◽  
Marketing Methods ◽  
Marketing Position

In Indonesia, there is a wide variety of product innovations related to activities carried out by the community by promoting the marketing process. This development is also related to the matters of companies that compete with various innovations in developing their business to be more advanced. In a business, a lot of considerations are needed so that the profit or profit obtained is more than the capital spent but the quality is still prioritized. One of them is in marketing research which is a place for providers of products or goods to be traded. Market and Marketing Aspects are needed so that the buying and selling process can run smoothly and for transactions. It can be seen how vital the Market and Marketing Aspects are in a business. Where in a business this aspect is the most essential aspect. Market and Marketing Aspects are used in marketing methods in which you can find out how much demand there is so that the business runs properly. Many competitors that occur in the market make a study of the marketing aspects necessary to reduce things that can harm the company. The right marketing position will make the company get the desired profit. In marketing research, also states that there are various methods that can be used in society to support the economy by prioritizing innovative products, but problems in product innovation must be constraints with business capital and advantages or disadvantages, with the COVID-19 pandemic problem with the industrial sector experiencing a decline. Which is very drastic, thereby reducing the innovation that will be carried out.

scholarly journals The Current Trends in Marketing Research in the Tourism Industry

2020 ◽  
Vol 10 (513) ◽  
pp. 450-459
Author(s):  
N. I. Yurchenko ◽  
Keyword(s):  
Global Economy ◽  
Supply And Demand ◽  
Marketing Research ◽  
World Market ◽  
Research Field ◽  
Tourism Industry ◽  
Situational Analysis ◽  
Full Time ◽  
Travel Agents ◽  
The World

Currently, the tourism industry continues to outpace the global economy despite deteriorating global economic prospects, tensions in international trade, social worries, geopolitical uncertainty, instability and the COVID-19 pandemic. The article is aimed at identifying modern trends of marketing research as part of the complex of marketing instruments in the tourism sphere. To achieve this aim, the article uses the following research methods: abstract-logical; situational analysis; mean, absolute and relative values; comparison, graphic, sociological; statistical analysis; economic-mathematical; expert surveys and estimations. Based on the data of the World Tourism Organization, the indicators of development of the world market of tourist services are analyzed. Performed were the following: analysis of the dynamics of the number of subjects of tourism activity (tour operators and travel agents) in Ukraine; total average number of full-time employees; income from the provision of tourist services; operating expenses for the provision of tourist services; number of tourists served by tour operators and travel agents in Ukraine. The content of marketing research is disclosed as a multi-stage process, which should include the collection, registration and analysis of data in the sphere of tourism business. Marketing researches should be conducted according to 8 stages: determining the problem; development of the concept of research; cabinet marketing research; field market research; analysis of market conditions (supply and demand); research of foreign markets; simulation modeling; formation of a marketing information system. In order to determine the rating of tour operators of the mass segment of the tourism market in 2020, a questionnaire containing 16 questions is specified. Its results can be used when evaluating tour operators in terms of customer comfort and cooperation with travel agents. It is proved that marketing research in the tourism industry is advisable to be carried out systematically. This will provide for substantiating and elaborating managerial solutions in order to maximize the satisfaction of the needs of consumers of tourist services and solve the problems of significant seasonal fluctuations in demand.

Neuromarketing and the Potential Application of Scientific Methods in Measuring Consumer Behaviour

2018 ◽  
pp. 317-336
Author(s):  
Cynthia A. Bulley ◽  
Veronica Adu-Brobbey ◽  
Esther O. Duodu
Keyword(s):  
Developing Country ◽  
Potential Application ◽  
Consumer Behaviour ◽  
Marketing Research ◽  
Brain Activation ◽  
Research Data ◽  
Research Tool ◽  
Field Of Study ◽  
Scientific Methods ◽  
Insight Into

Consumer behaviour studies have taken a new turn. Marketers, economists and other consumer related disciplines are looking to science to accurately determine consumer behaviour. The purpose of this chapter is to provide insight into a burgeoning field of study, neuromarketing, documenting various research studies and applications of mechanisms in determining brain activities and other uses of science to benefit marketing research. Data for the study is derived from impartial cross-referencing of conceptual and empirical articles published in major journals. The application of neuroimaging technique in research have provided marketers with concrete evidence of brain activation that signal increased activities during stimulation (Lewis & Bridger, 2005; Rossiter et al., 2001). Further, the implication and causes of concern in using neuroscience methods in marketing are highlighted. Developing country studies on neuromarketing are examined to determine its application and use as a marketing research tool.

Traditional Market Research and Neuromarketing Research

2020 ◽  
pp. 146-167
Author(s):  
Sertac Eroglu ◽  
Nihan Tomris Kucun
Keyword(s):  
Consumer Behavior ◽  
Market Research ◽  
Marketing Research ◽  
New Horizons ◽  
Related Data ◽  
Advantages And Disadvantages ◽  
Marketing Relationship ◽  
Traditional Market ◽  
Traditional Marketing ◽  
And Behavior

Marketing research, dedicated to comprehending consumer behavior and purchasing practice, comprises methodical gathering, analysis, and interpretation of related data. Since the understanding of consumer behavior is a comprehensive and complicated task, the contemporary marketing studies argue that traditional marketing research should be supported by neuromarketing methods to explore consumers' psychology, motivation, and behavior. In this chapter, the advantages and disadvantages of traditional marketing and neuromarketing research methodologies and the differences between them are discussed. The traditional market research methods are explained through their qualitative and quantitative dimensions. The most commonly used grouping scheme of techniques in neuromarketing research is presented, namely, neurometric, biometric, and psychometric techniques. The marketing research supported by neuromarketing approaches enables us to look at the consumers' mind as closely as we have never experienced before and opens up new horizons in understanding consumer and marketing relationship.

MARKETING OPPORTUNITIES IN THE MEDICAL TOURISM DEVELOPMENT

2017 ◽  
pp. 35
Author(s):  
Claudia Spanka ◽  
Irena Silineviča
Keyword(s):  
Medical Tourism ◽  
Research Work ◽  
Tourism Development ◽  
Graphical Analysis ◽  
Tourism Industry ◽  
Scientific Methods ◽  
Tourism Sector ◽  
Analysis And Synthesis ◽  
Future Potential ◽  
Marketing Methods

Due to the demographical changes and the currently booming health industry, the medical tourism sector has a great future potential. This paper provides an analysis about the medical tourism market itself and gives an insight in the field of marketing opportunities in the medical tourism development. Therefore, to give a basis for the further development of marketing strategies, the consumer behaviour will be analysed. In addition, a theoretical overview about used and useable Marketing methods in the medical tourism industry will be out-lined. The used scientific methods within this research work are as the following: content analysis, graphical analysis and synthesis, reference methods, logical and abstract constructive methods.

scholarly journals New pragmatism by G.W. Kołodko: an alternative or a supplement to pure economic theory?

2019 ◽  
Vol 50 (1) ◽  
pp. 18-30
Author(s):  
Aleksandr Nekipelov
Keyword(s):  
Economic Theory ◽  
Global Economy ◽  
Positive Potential ◽  
Practical Usefulness ◽  
Economic Reality ◽  
National Economies

The article is devoted to finding the answer to the following question: is the concept of the new pragmatism developed by Professor G.W. Kołodko an alternative or a supplement to the general economic theory? The author’s position is that the positive potential of the new pragmatism consists in its practical usefulness for the analysis of specific situations developing both in various national economies, as well as in the global economy, based on the interdisciplinary grounds. This concept should not be considered as an alternative to the general economic theory. Rather, it is a kind of a bridge over the “area of uncertainty”, which necessarily exists between an abstract economic theory and the economic reality.

scholarly journals Attitude toward smoking: the effect of negative smoking-related pictures

2017 ◽  
Vol 8 (2) ◽  
pp. 317
Author(s):  
Viktorija Grigaliūnaitė ◽  
Lina Pilelienė
Keyword(s):  
Research Methods ◽  
Implicit Association Test ◽  
Marketing Research ◽  
Value Added ◽  
Negative Stimulus ◽  
Association Test ◽  
Implicit Association ◽  
Explicit Attitude ◽  
Traditional Marketing ◽  
Implicit And Explicit

Research background: Endeavouring to develop healthy societies is a primary goal in many countries. As smoking is a major problem of public health, lowering the extent of smoking is one of the conditions for developing a healthy society. Based on the research revealing that the pairing of the product with negative stimuli enhances the possibility of negative reaction to the product as negative stimulus transfers it’s meaning to the product, tobacco packaging was labelled with negative smoking-related pictures illustrating the danger of smoking. Nevertheless, the extent of smoking is still large in many countries. Hence, the effect of negative smoking-related pictures has been the subject of intense debate within the scientific community.Purpose of the article: The aim of this research is to determine the effect of negative smok-ing-related pictures on the both implicit and explicit attitude toward smoking.Methods: For the purpose of determining the effect of negative smoking-related pictures on the both implicit and explicit attitude toward smoking, Implicit Association Test and ques-tionnaire survey were provided. The questionnaire was elaborated based on the analysis and synthesis of scientific literature.Findings & Value added: The theoretical analysis substantiated the influence of attitude toward the product on consumer purchase decisions. Nevertheless, people do not always want to reveal their opinion, hence traditional marketing research methods for measuring explicit attitude are not sufficient as they are often not objective. Therefore, neuromarketing research methods complement traditional marketing research methods by providing more objectivity. Consequently, the Implicit Association Test and traditional questionnaire research are applied for the empirical research, revealing the effect of negative smoking-related pictures on the both implicit and explicit attitude toward smoking. The recommendations for the usage of negative smoking-related pictures on purpose to influence attitude toward smoking and consumer purchase behaviour are substantiated.

scholarly journals INTERNET MARKETING UNTUK MENINGKATKAN JARINGAN PEMASARAN PADA USAHA SANTRI PONDOK PESANTREN SALAF AL- QUR’AN (PPSQ) ASY-SYADZILI PAKIS KABUPATEN MALANG

2021 ◽  
Vol 2 (2) ◽  
pp. 82-89
Author(s):  
Annisa Fatimah
Keyword(s):  
Boarding School ◽  
Internet Marketing ◽  
Marketing Strategies ◽  
Optimal Point ◽  
Advantages And Disadvantages ◽  
Potential Market ◽  
New Knowledge ◽  
Traditional Marketing ◽  
The Mind ◽  
Marketing Methods

The purpose of this PKM activity to provide knowledge sharing related to internet marketing to increase marketing in the Salaf Al-Qur'an Islamic Boarding School (PPSQ) Asy-Syadzili, Pakis Kembar, Malang. The first step for this program is to open the mind of the students that potential market for entrepreneurs for them is v widely. Marketing strategies continue to evolve from traditional marketing methods to modern methods. Traditional marketing or what is commonly referred to as conventional marketing is a method used before the internet era became the needs of today's society. Both traditional and modern marketing have an advantages and disadvantages. Taking the benefits by integrating this two methods to find the optimal point in marketing the products of students is very important to optimize sales of products that have been produced by students. It has been coordinated with the Pondok Pesantren Salaf Al-Qur'an (PPSQ) Asy-Syadzili,  Pakis Kembar, Malang which will host the PKM activities by inviting all students. The presence of lecturers and students who are also entrepreneurial practitioners are expected to provide enlightenment and new knowledge that is quite meaningful for all participants.

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