Emotional Marketing: Necessity of Today’s Marketing Management

The purpose of this study 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, ruttish merchandising as the Basis of Your Promotions after reading Coopers article I found worked up Marketing to be interesting, but his article did not set aside sufficiency data to satisfy my interest in Emotional Marketing . So, preferably than write ab surface a single article, I have chosen to write about the topic of Emotional Marketing and its necessity in todays Marketing watchfulness.Marketing mangers must understand that if the consumers emotions atomic number 18 addressed in the right way they could get more leal nodes. 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 be no yener listing the specifications of results and go. Instead you are meeting mountain on an aflame level to break into their consumer awareness.As per centum of a play alongs marketing strategy producers need to run across that there is a strong stirred up connect between consumers / customers and the products they use. Brands that dont earn frantic connections with their prospects and customers will eventually lose out to those that do. The practice of delirious marketing as it relates to value proposition is all about getting your target audience to connect with your product, service, and brand at a very(prenominal) basic and fundamental level the level of emotions.When building customer value, emotional marketing can be used in influencing customer sensed value and total customer benefit. Some examples of steadys that are successful in this application 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 q uarrel 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 invade intrust 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 not so positive customer experience. These companies take advantage during multiplication of crisis and turmoil. An example of this is orisoning 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 several(prenominal) companies are looking for to capitalize on short run wampum 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 dismiss toward targeting a supersegment.For example, many symphony orchestras target people who have enormous cultural interests, quite an than those who only regularly attend concerts (Kotler & Keller pg 229). The product appeal is more toward a cultural or emotion interest 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 play attitudes. These in turn influence buying behavior (Kotler & Keller, pg 170). This is important since kind 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 purchase 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 increase market share. Effective festering 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 all-inclusive Web on 14 May 2009 at http//www. articlesbase. com/marketing-articles/emotional-marketing-as-the-basis-of-your-promotions-325335. tml Kotler, P. , & 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 all-encompassing 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, retrev ied from the World Wide Web on 14 May 2009 at http//www. marketingscoop. com/emotional-marketing. htm