Topicality. The use of modern marketing technologies, namely neuromarketing tools, in the field of the economy of experience in the context of sustainable development is relevant. Currently, all the methods of marketing research used are inextricably linked with market research, they are based on the formulation of questions - polls, interviews and their effectiveness is high. But in order to fully use marketing tools, it is necessary to obtain information about the subjective feelings of consumers. The classical model of consumer decision-making assumes that consumers act in a certain logical and thoughtful way, but there are many problems with correctly identifying marketing moves using different emotions experienced under the influence of any stimulus. Neuromarketing allows us to understand human nature and use it in solving market problems of the economy. Self-knowledge allows us to break free, to move away from stereotypes and the typical, standard view of the world around us, which does not allow certain biological conditions formed by human nature. The most important element is to explain what neuromarketing is - the use of neurology (psychology) to understand and analyze human behavior in market conditions. Marketers have the ability to connect directly with their audience and this starts with the appearance of the marketing assets. This is because your audience's brain responds positively to aesthetically pleasing stimuli. This includes email, print ads, web pages, social media posts, digital ads and more. Impression marketing is a type of human activity that complements and increases the value of the market in a highly competitive and saturated market, where its principles are the only possible way to ensure profitability and plus additional profitability of production, growth and development of the enterprise. Market orientation determines the main directions of economic activity and evaluates its results by the amount of final income. Therefore, in the economy of experience, neuromarketing is one of the tools to improve the efficiency of the economy. Aim and tasks. The purpose of the article is to determine in modern conditions the effectiveness of innovative marketing economics of experience, taking into account the use of tools and immersive technologies in all types of economic activity, emphasizing the environmental component. Research results. There is a need to expand marketing research with much more reliable and useful knowledge that allows you to make more effective business decisions. In this situation, you should use neuromarketing, which is the relationship between medical knowledge, management technology and marketing. Neuromarketing - a set of methods for studying customer behavior, influence on it and emotional and behavioral responses to this influence, which uses developments in the fields of marketing, cognitive psychology and neurophysiology. Neuromarketing is a modern and quite effective method of promoting goods (services) on the market as a result of consumer manipulation. It involves the use of methods of neurology, which allow to determine the characteristics of consumer behavior in response to various marketing incentives. The purpose of neuromarketing research as one of the tools to increase the efficiency of the experience economy in terms of sustainable development is to obtain objective information about personal consumer preferences without resorting to subjective data obtained by traditional marketing tools. Conclusion. The neuromarketing approach is based on studies of the psychology of consumer behavior, on the basis of which it can be concluded that all cognitive activity, including thinking and human emotions are based on the subconscious. In this case, the main task of marketers is to develop effective approaches that will manipulate the human subconscious, and hence consumer behavior in the market. The use of neuromarketing tools in the economics of experience is effective in terms of increasing sales and better understanding of the consumer, his tastes, preferences, but from an economic point of view is not always justified due to the high cost of these methods. Therefore, not every company can afford to conduct neuromarketing research. Such approaches are used mainly by large successful companies that can afford it. Although in today's market competition, the use of neuromarketing methods can provide significant advantages over competing companies. Each company seeks to attract as many consumers as possible, increase their loyalty, keep them for a long time, thereby increasing their sales and, consequently, profits.
Topicality. Social media and web technologies allow customers to interact and communicate. Companies use social networks to promote their brand information. with the use of technologies Web 2.0 and later companies radically changed marketing processes and switched from interacting with groups of anonymous consumers to targeted interaction with specific consumers, for which it is possible to collect data about advantages, preferences, other purchases, interests and circles of communication. Big brands tend to connect with their customers through social media channels. Social networking sites such as Facebook, Twitter and MySpace, etc., have a significant impact on the lives of customers and their consumer and information experiences. Social media has a direct impact on how people communicate, exchange information, maintain their profiles, and establish relationships with others. Fashion industry is an important and growing element of modern consumer markets. As competition among fashion brands becomes more intense, offering many alternatives to customers, brand prosperity no longer seems to be guaranteed. The importance of managing clients as valuable assets of brands is no longer underlined. In this regard, it is of interest to explore the use of social media marketing tools (SMM) by fashion industry companies.Aim and tasks. The purpose of the article is to describe the peculiarities of using SMM tools industry companies to implement marketing policies by creating and developing brand capital and intent to purchase.Research results. The conceptual principles and purposes of using marketing of social networks for companies of the fashion industry are considered. On the basis of the analysis, it was established that, firstly, SMM activities of fashion brands include five elements; entertainment, interaction, tendency, adjustment and publicity (word of mouth). SMM branding, relies on and promotes values that are different from those of traditional marketing. Second, SMM's customer-perceived activity is important for all brand capital drivers. Since these measures for trendy brands are valid for all engines, they are quite effective. As an integrated marketing environment, SMM's activity effectively increases value capital by providing customers with a new value that is traditionally not available on ordinary media channels. The platforms of social media brands provide customers with the opportunity to establish sincere and friendly links with the brand and other users, so the brand's on-the-go social communications have had a positive impact on equity and equity of the brand.Conclusions. In comparing the influence of three customer equity drivers on purchase intention, value equity, and brand equity, this study found significant positive impacts. The findings of this study not only draw attention to the definition of brand equity capital but also point to opportunities and difficulties in determining future customer behavior. The conceptual foundations, mechanisms, tools and practice of applying SMM are the subject and prospects for further research in this direction.
Topicality. Marketing policies become more sophisticated and more focused nowadays. On many consumer markets there is a trend for differentiating and branding products as a response to defragmentation of the market. Brand is no more just a promotion tool; it shapes the company-customer relations for a long period. Brand is a concept completely based on understanding customer needs and evaluating related values. Meanwhile pricing policy remains a conservative part of marketing, which relies mostly on internal factors. Brand requires a careful positioning and price has to follow. Transforming the pricing into a powerful strategic instrument for gaining a desired marketing segment implies price positioning. The problem of it relates to the dilemma of meeting customer expectations concerning their willingness to pay and financial objectives based on profitability.Aim and tasks. The purpose of the article is to identify the conceptual framework for development a pricing strategy, which follows brand positioning and ensure targeted profit requirements. To develop an appropriate pricing policy a comprehensive process of positioning shall be structured a step-by-step process. Positioning may relay on different factors ranging from quality and consumer value to competitors’ prices and benefits. A coordinated policy decisions shall follow. The next task is to ensure financial effectiveness of price policy. That requires a profound analysis of both external and internal factors. Strategic vision will reflect the positioning target. The several options of pricing strategies appear and the task of the company to choose the most appropriate one.Research results. Pricing itself shall not be rigid, but its main goal - to support the brand development strategy. There are three general options for such strategies. The first one focuses on increasing sales profits among loyal customers. Therefore, the brand is becoming more focused, its promotion is more aggressive, and the positioning is more consolidated. Usually, the price increases gradually, first on new product modifications, special series, in conjunction with additional services, and so on. But the price increases as long as consumer loyalty is not compromised. The second strategy is aimed at increasing the segment of loyal consumers by "catching" consumers, loyal to other brands or disloyal to any brand in general. One of the options for such a delusion involves aggressive pricing. In most cases, a product with extremely competitive "price-quality" and powerful marketing support is being created, aimed at forming a new group of loyal consumers. As a result, the price will not change in the long run while sales are increasing. The key to succeeding in this policy is to prevent loyal customers from being "lured" to new consumers. The third version of the strategy of brand development implies its expansion into new segments of the market. The focus of the brand becomes more vague, it is more focused on the properties of the product, but not on consumer preferences. Price becomes less emotional, but more rational factor of consumer choice. Pricing becomes similar to that of the non-branded market.Conclusions. Thus, to achieve sustainable financial objectives shall consider mostly irrational pricing factors, among which the willingness or desire of consumers to pay a price for the product is the most prominent. Branded markets are determined by the predominance of irrational aspects of pricing. Therefore, the pricing strategy is aimed at the intensive use of communication tools. However, rational factors such as the volume of the target market segment, consumer value and competitive price also play an important role in shaping the financial success of pricing on markets of branded products.
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