Summary of Marketing Psychology Study
After this period of study, I have a relatively comprehensive and profound understanding of marketing, and I am very interested in psychology. This is a summary of my study
1. The similarities and connotations of the five aspects of marketing concepts
①The guide for marketing activities: with customers and the market? As a guide, rather than using products, technology or production as a guide
②The purpose of marketing activities: to satisfy the various needs and desires of consumers to the greatest extent, and earning profits is a by-product ③The way to achieve the purpose : Coordination inside and outside the organization, consistent conscious behavior within the entire organization
④The core of marketing activities: Exchange is the core of marketing, and only through exchange can the goals of both parties be achieved
⑤Marketing Applicability of activities: business management activities of non-profit organizations, such as government agencies, hospitals, schools, etc.
2. The concept of marketing psychology
It is a specialized study of sellers in marketing activities The science of the general laws of the emergence and development of psychological phenomena of buyers, as well as the general process of psychological communication between buyers and sellers.
3. The significance of studying marketing psychology
1. Improve the management level of enterprises. Study psychology and behavior, use laws to formulate marketing strategies, and effectively regulate the market
2. Improve corporate service quality and service levels.
3. Guide marketers to scientific marketing and consumers to scientific consumption. 4. Enhance the international competitiveness of enterprises and products
Scientific consumption: consumption concepts, consumption patterns, consumption structures and consumption structures that meet the requirements of human physical and mental health and all-round development, promote social and economic development, and pursue the harmony and progress of man and nature. consumer behavior.
IV. Research content of marketing psychology
1. Study the psychological factors that affect marketing activities
2. Study the purchasing behavior affected by psychological factors and habits
3. Study the psychological standards of market segments
4. Study the psychological strategies of marketing
Consumer needs and market segmentation
Need: refers to a psychological state resulting from certain basic desires not being satisfied. It is the basis of consumption behavior. Without needs, corresponding consumption behavior will not occur.
The activation process of individual needs is normal balance? Lack? Imbalance? Tension? Needs
Motivation: refers to the internal drive of individuals to promote their actual activities to satisfy their needs and desires.
1. Application of Hierarchy of Needs in Enterprises
1. Maslow’s Hierarchy of Needs
⑤ The need for self-actualization (self-realization, rich experience )
④ Self-needs (prestige, status, achievement)
③ The need to belong (love, friendship, acceptance by others)
② Security Needs (safety, shelter, protection)
①Physiological needs (water, sleep, food)
Human needs can be divided into 5 levels and arranged from high to low. That is, "needs" are divided into levels
People always seek to satisfy higher-level needs after lower needs are satisfied. That is to say, the satisfaction of needs is arranged in an orderly manner from low to high.
People will have behavioral motivations at the level of unsatisfied needs
The requirements for products are 1. Satisfaction of basic functions 2. Safety needs
2. Consumer purchasing motivation
Refers to the internal driving force of individuals to promote their actual purchasing behavior to satisfy their desires and needs during the consumption process. Motivation not only provides strength and direction for action
3. Effective conditions for market segmentation
1. Differentiation
2. Profitability: the scale of market segmentation must not be less than the market capacity required for economies of scale, production costs Too high
3. Stability: market segments remain stable over a period of time and continue to develop and expand
4. Measurability: market segmentation variables can be measured using certain quantitative indicators Measurement
5. Contact: The company has enough resources to approach the market and serve it
6. Operational: The company can systematically formulate effective marketing plans to attract market segments And serve them
IV. Implementation of market positioning
Market positioning: refers to determining the unique image of the company and its products in the minds of consumers.
Principle: Based on the position of competitors’ existing products in the market, create a distinctive and impressive image for the company’s products, and vividly convey this image to customers , so that the product can determine its appropriate position in the market. Essence: to shape the individual characteristics of the product. Basic point: Competition purpose: to attract more target consumers
5. Basic strategies of market positioning
Avoid strong positioning, fill-in positioning, Head-on positioning, re-positioning, comparative positioning
Consumer cognition and customer satisfaction
1. General rules of feeling
① Correspondence: refers to the specific A stimulus of a specific nature to a sense organ.
② Susceptibility and sensory threshold: refers to a person’s ability to feel the intensity of stimulation and its changes.
③Adaptability: refers to the change in susceptibility caused by the continuous effect of stimulation on the sensory organs.
④ Mutuality: interaction of sensations
Susceptibility and sensory threshold
(1) Sensory threshold:
Refers to the ability to The amount of stimulation that causes feelings to last for a certain period of time
(2) Absolute sensory threshold:
Refers to the minimum stimulation intensity that can cause feelings
(3) Difference Threshold: The smallest amount of change that can cause a sensory difference
Adaptability
(1) Reason: refers to the time that human sensitivity will continue to act on the sensory organs as the same stimulus continues Changes in length.
(2)Category: Adaptability can be improved or reduced
(3)Application: Perceived adaptability will cause consumers to pursue new products and become psychologically disgusted. Therefore, The phenomenon of subsequent adaptation of consumer goods is the driving force for consumers to carry out their next consumption behavior, and is also a driving force for the continuous development of the commodity market. Mutuality
(1) Definition: It refers to the phenomenon that the sensitivities of various feelings will wax and wane under certain conditions
(2) Characteristics: Generally speaking, a If one sense organ is weakly stimulated, the sensitivity of the other sense organ will be increased; otherwise, the opposite will be true.
(3) Application: Using this principle, industrial and commercial enterprises can adapt to the subjective state of consumers by improving the shopping environment.
2. Characteristics of Perception
① Holisticity: refers to the way people perceive multiple attributes of things into a unified whole in the process of understanding. ②Understanding: refers to the individual's ability to use existing knowledge and experience to explain the object of perception. This understanding is related to human memory and must be completed through human thinking activities.
③Selectivity: It refers to the process in which people selectively organize and process external stimuli as objects of perception according to current needs.
④ Constancy: It means that in the process of perception, although the object changes, the characteristics of the thing itself remain relatively stable.
4. Characteristics of self-concept 1. Acquisition 2. Stability and persistence 3. Uniqueness 4. Purpose
5. Satisfaction: A person passes through the perception of a product and service The feeling state formed after comparing the effect with his expected value.
The comprehensiveness of the customer satisfaction Ximenli evaluation process can include:
Vertical (3 points) A material level satisfaction: customer satisfaction with the core layer of the organization's products
B Spiritual satisfaction level: Customers’ satisfaction with the formal and extensional levels of organizational products
C Social satisfaction level: The interest protection that customers experience during the consumption of organizational products and services Degree mainly refers to the overall social satisfaction of customers.
Horizontal (5 points) A. Satisfaction with the organization's philosophy: the state of satisfaction brought to customers by the organization's operational experience
B. Satisfaction with behavior: the state of satisfaction brought to customers by the organization's entire operating status
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C Audio-visual satisfaction: The state of satisfaction brought to customers by the organization's visible and audible external image. D Product satisfaction: The state of satisfaction brought to customers by the organization's products, including satisfaction with quality, function, design, taste, and price.
E Service satisfaction: including performance satisfaction, guarantee system satisfaction, functional integrity, convenience satisfaction, consumer decision-making and purchasing behavior
1. Consumer purchase decision-making process
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The meaning of purchasing decision-making: refers to the process of selecting the best option among two or more alternatives in order to achieve a certain predetermined goal.
Process: Confirming needs? Information collection? Plan evaluation? Decision to purchase? Post-purchase behavior
②Information collection
IV. The influence of relevant groups on consumers
Refers to the group of people who have a direct or indirect impact on an individual’s attitudes, opinions and behaviors
①Informational influence: refers to the individual’s use of the values ??and behavioral information of relevant groups as a reference
②Normative influence: refers to the fact that individuals can receive rewards or avoid punishment after accepting the values ??and behaviors of relevant groups. ③Value expression influence: refers to the fact that individuals will accept and imitate the group without any reward. Values ??and Behavioral Styles Herzberg's Motivation Theory
Herzberg's Need Motivation Theory mainly states that human behavior is affected by two factors: one is called "hygiene factors", and the other is Called "motivating factors".
Health factors: refers to the fact that if the needs caused by such factors are not met, people will be "dissatisfied". and can lead to destructive behavior.
Motivating factors: refers to the fact that if the needs caused by such factors are satisfied, one will be "satisfied"; and therefore will take positive action. Applying Herzberg's two-factor theory to consumer motivation analysis also has multiple values ??and meanings. The basic functions of a product or the basic benefits and value provided to consumers can actually be considered health factors. If these basic benefits and values ??are not available, consumers will be dissatisfied. For example, if the thermos cup is not well insulated and the radio noise is loud, it will cause strong dissatisfaction among consumers, and even lead to adverse publicity for the company, requiring returns, compensation for losses, and filing of legal proceedings and other confrontational actions. However, even if a product has certain basic benefits and values, it does not necessarily guarantee that consumers will be satisfied with it and repeatedly choose the product or brand. In order for consumers to develop a sense of loyalty to a company's products and services, it is necessary to provide additional value in addition to basic benefits or basic values, such as making the product or trademark have a unique image, and the appearance and packaging of the product to have distinctive features, etc. wait. Because the latter type of factors are motivating factors, they have direct significance in meeting the needs of consumers at the social level.
9. Program evaluation
1. Select those evaluation criteria
2. Use the evaluation criteria for specific products
3. Each Relative importance of standards
4 How to evaluate various standards
Consumers’ price psychology performance
A Value for money psychology, considering the price of goods Work is the standard and measure for measuring the value and quality of goods
B. Habitual price psychology. Because consumers frequently and repeatedly purchase certain goods, a relatively narrow price threshold is formed, that is, habitual price< /p>
C The mentality of showing off at high prices, hoping to show one’s noble status through the price of goods or comparing oneself to a high-income earner due to social status
D The psychology of price conformity, consumers tend to be socially inclined The public recognizes the price of the product, especially when purchasing new products, unfamiliar products and product price adjustments
E. Practical and affordable psychology requires high-quality and low-price products, and emphasizes the practical value of the product
< p> F Number preference psychology, preference for special numbers, will produce trust and dependence on commodity prices that are accurate to the last digitNew product pricing strategy
1. Skimming Pricing strategy. Advantages: Look back on investment as soon as possible, strive for greater profits, provide sufficient room for future price adjustments, enable companies to take the initiative in price competition, and stabilize market share.
Disadvantages: High prices and huge profits lead to the emergence of many competitors
2. Penetration pricing strategy advantages: open up the market as quickly as possible, effectively eliminate competitors, and maintain a high market share Disadvantages: slow return on investment, high risk
3. Price satisfaction strategy: Advantages: conducive to promotion, attracting customers, low risk, generally allowing the company to recover costs and obtain appropriate profits
Disadvantages: Conservative, not very competitive, companies easily lose opportunities to obtain high profits
7. Psychological pricing strategy
1. Prestige pricing 2 mantissa pricing 3 solicitation pricing 4 minimum unit Pricing 5 Status Pricing
The above is a summary of the study during this period. Through the study of the course, we understand the importance of marketing psychology. Fully understand the market conditions and technical standards, broaden your horizons, and improve your technical capabilities and understanding. Contribute your due strength to China's marketing industry. At the same time, I am very grateful to the teacher for teaching me and solving my doubts. ;