Emotional Marketing: Necessity of Today’s Marketing Management

The purpose of this paper is to write an analysis of an article that discusses an aspect of merchandise management. During my research I was attracted to an article by James Cooper Titled, delirious selling as the Basis of Your Promotions after reading Coopers article I found turned on(p) Marketing to be interesting, but his article did not fork up adequacy data to satisfy my interest in Emotional Marketing . So, sort of than write ab go forth a single article, I have elect to write about the topic of Emotional Marketing and its necessity in todays Marketing concern.Marketing mangers mustiness understand that if the consumers emotions argon addressed in the right way they could get more incorruptible guests. This has unlashed the approach to food market which was termed as Emotional Marketing (Drypen). Cooper points out that, Marketing to todays consumers is a challenging business because you atomic number 18 no acheer listing the specifications of harvest- times an d service. Instead you are meeting plurality on an stirred up level to break into their consumer awareness.As touch off of a phoners market strategy producers need to date that in that location is a strong mad connect between consumers / customers and the products they use. Brands that dont lay down horny connections with their prospects and customers will eventually lose out to those that do. The practice of steamy marketing as it relates to value proposition is all about get your target audience to connect with your product, service, and brand at a rattling basic and fundamental level the level of emotions.When building customer value, emotional marketing can be used in influencing customer comprehend value and total customer benefit. Some examples of unassailables that are successful in this natural covering can be seen with top brands such as Starbucks, Porsche, and so on. These products and services make an emotional connection with the people they serve. They have met the scrap of identifying how its products/services can connect emotionally. They have explored what type of experience their product can offer its customers and the perceived value to customer above the firms competitors.Emotional marketing can only frivol away aim once the company delivers a user experience that represents its purpose. Once the company is able to deliver on that promise, it can market the experience to consumer prospects. Companies must leverage customer testimonials, word-of-mouth, discussion forums, and trials (marketingscoop). Ideally the company wants its products or services to deliver an experience, and gets prospects to participate along with having the experience themselves.Emotional marketing is a powerful strategy if you can deliver a strong customer experience, thus, leveraging the experience to maximize customer satisfaction in the long run. On the other hand, there are the companies that use emotional marketing when customers are having a n ot so positive customer experience. These companies take advantage during times of crisis and turmoil. An example of this is charming to the public during an epidemic or natural disaster and offering short term solutions.Many times the products or services offered are not even effective, nor do they provide the experience the customer desires. Furthermore, the customers negative experience is just the opportunity that slightly companies are looking for to capitalize on short run returns maximization. Leveraging emotional marketing can help in evaluating and selecting market segments to exploit. If and when the marketing/promotion appeals to the emotional aspects of customers the companies, in some cases, can hunt down toward targeting a supersegment.For example, many symphony orchestras target people who have bountiful cultural interests, rather than those who only regularly attend concerts (Kotler &038 Keller pg 229). The product appeal is more toward a cultural or emotion int erest rather than that of a physiological need. Emotion acts as a catalyst in the engine of the purchase decision process. Through experience and learning, people check attitudes. These in turn influence buying behavior (Kotler &038 Keller, pg 170). This is important since favorable and unfavorable experiences trigger emotional feeling toward a product or service being marketed.Coopers article, Emotional Marketing as the Basis of Your Promotions only touched on promotion of the product as it appeals to emotional marketing. After further research I found that emotional marketing throughout the marketing process is important in its application to marketing strategy, customer value, target markets, brands, market segment, customer satisfaction and acquire decisions. In conclusion, marketing managers must understand that costumers get attracted to products which effect there feelings.Companies which want to stand above the competition have to leverage emotional marketing so as to inc rease market share. Effective nurture in emotional marketing can shift a marketing challenger or market follower to position of market leader. Thus, making emotional marketing a necessity of todays marketing management. References Cooper, J. , (Feb. 2008) Emotional Marketing As The Basis Of Your Promotions , Written for Marketinglinx. com, retrevied from the World encompassing Web on 14 May 2009 at http//www. articlesbase. com/marketing-articles/emotional-marketing-as-the-basis-of-your-promotions-325335. tml Kotler, P. , &038 Keller, K. ,(2006), Marketing Management 13th edition, Pearson Prentice Hall. Upper Saddle River, New Jersey Drypen, (Nov. 2008),Emotional Marketing to Play the Emotional Tune is the Necessity of Todays Marketing, written for Drypen. com, retrevied from the World enormous Web on 14 May 2009 at http//www. articlesbase. com/authors/drypen/73887. htm Unknown, (2009), Making an Emotional Connection with Your Customers, written for marketingscoop. com, retrevied from the World Wide Web on 14 May 2009 at http//www. marketingscoop. com/emotional-marketing. htm