Psychology and marketing. Common features. Psychology of advertising and marketing Psychology of numbers in marketing

Psychological research to help you subtly convince your leads to become customers.

How often do entrepreneurs want to get into the heads of their customers and find out how they think? How often do you want to know the best methods to convince someone to do something?

As the science of the human mind and behavior, psychology can answer these questions. Psychology is applicable to a wide range of areas, from everyday life to human resource advice.

But the readers of this article, who are planning to make money, are probably most interested in psychology in advertising and psychology in marketing.

1. Establish a connection with the client

Goldstein, Cialdini and Griškevičius (2008) conducted research on the use of social norms to motivate guards environment in hotels. Specifically, they were trying to determine what message would motivate hotel guests to reuse towels. They used the three options below:

• Standard message: 'help save the environment'
• 75% of guests at this hotel reuse their towels
• 75% of hotel guests in this room reuse their towels

Messages that were directly related to the participant - other guests using towels - increased the number of participants reusing them by 10-15%.

This phenomenon, when people view people like them more favorably, is called in-group favoritism.

Generally, The best way to motivate your clients to do something - to tell that clients in their situation act in this way. It is necessary to find common features of customers and common ground between them, as well as between the company and customers.

2. Start small

This is commonly known as the "foot in the door" technique.

Friedman and Fraser (1966) knocked on doors and asked residents if they could do something as small as signing a petition or sticking a window sticker. To create a control group, they skipped some houses and didn't go there at all.

A little later, Friedman and Fraser went to the same houses with a larger request (for example, to put a large sign on their lawn) that was either related to the same problem as the previous request, or related to a different issue.

They found that people they had already contacted were more likely to agree to a large request: almost 3 times more if the request was about a different issue, and more than 4 times more if the request was about the same issue!

How to use this psychological reception in advertising and marketing?

Start small and then gradually scale up your requests - effective method convince customers to do something. Such examples can be seen everywhere. At first, the non-profit simply asks for an email address. It then keeps the user up to date with their events and progress. Before he can blink an eye, the company will ask him to make a donation.

The opposite of foot in the door is door to face, where everything starts big.

The company first makes a big, perhaps even ridiculous, request, which the customer expects to reject. Then comes the smaller request. In this case, the client is more likely to agree to the smaller request because it's not as ridiculous as the big request that started it all.

3. Use random reward mode

Some restaurants and cafes give out cards that allow you to get a free drink on your 10th visit.

In fact, such cards can be effective, but this is not the most effective way encourage customers to return. Instead of a fixed-schedule reinforcement regimen where clients are rewarded every 10th visit, it is better to give out rewards randomly.

This comes from a concept that in psychology is called operant learning, where a person learns to associate their behavior with events, such as returning to a restaurant with a free drink. Operant learning usually involves rewarding a behavior in order to achieve repetition of that behavior.

Skinner proved this through experiments in which a mouse was rewarded with food in two different ways:

• reward every 5th time she pressed the lever (fixed schedule mode)
• the reward was given randomly (variable reinforcement).

He found that the second option was longer and required fewer reinforcements (less food)!

How does this apply to marketing?

Although humans and animals differ in many ways, they are also very similar.

What if the restaurant doesn't tell you exactly when they're going to give out a free drink? People would probably come back as often as they could to maximize their chances!

Cereal brands and Willy Wonka's chocolate factory use this method by placing golden tickets in some boxes of cereal or candy bars, which makes consumers want to buy more to win.

4. Present your sales pitch in an attractive way

Below are two different situations.

The original price of the jacket is $125; $23 for a hanger. We are doing a promotion with a discount of $ 11.5. There are two various ways present it:

• $113.50 for jacket; $23 per hanger
• $125 for a jacket; 50% OFF - $11.50 per hanger

Which of these options will make consumers more willing to buy?

This adapted example is based on a study by Kahneman and Tversky (1984). They found that 68% of respondents were willing to buy a hanger, while only 29% were willing to buy a jacket. Even though in both cases consumers save the same amount: $11.50!

The bottom line is that people think of gains and losses in relative terms, not absolute terms. In other words, they think in percentages, not dollars. The $11.50 discount for the coat rack is a larger percentage than the $11.50 discount for the jacket.

When creating your sales pitches and marketing messages, be sure to take this into account, think about more attractive ways to design your messages - even if they have the same content.

5. Appeal to the feelings of consumers

Vision. Sight comes first because it is the most important and informative sense. Brady, Konkle, Alvarez and Oliva (2008) conducted an experiment in which they showed images of objects to participants. The images below are examples they showed.

After showing a certain number of images, the researchers presented participants with two similar images. One of them was actually shown before and the other one just looked similar. The participants were then asked which of the two images they actually saw?

They found that they were very accurate in identifying the images that were actually shown and weren't fooled by images that were incredibly similar. In other words, people remembered visual details and were able to notice even subtle differences.

Among the 2500 images shown, the detection accuracy was about 90%!

Use visuals! As often as possible! Make all your promotional materials (ads, brochures, flyers, websites, emails, blog posts, pages in in social networks etc.) visually appealing and colorful.

Don't overwhelm your audience with a lot of text when you can include images, videos, and other media to make your content come alive.

Hearing. Commercial ads are great for creating ringtones that will make a brand memorable.

Take the Go Compare site for example - their ad featured an annoying opera singer that many complained about in 2012, but still the song was remembered by many. These tunes are easy to remember and stick in your head, thanks to great marketing!

On top of that, the famous experiment with Pavlov's dogs showed the phenomenon of a classical conditioned reflex.

Pavlov rang the bell, gave the dog meat, measured the volume of salivation and repeated it. After several trials, he found that even if meat was not given to the dog after the bell, saliva was still strongly secreted.

Thus, the dog had a learned association between ringing and meat.

Humans can also develop conditioned reflexes. If a marketer manages to create an advertising melody that sticks in everyone's mind for a long time and creates an association with the brand, it will be great.

Who doesn't remember the McDonald's tune?

6. Grab the audience's attention

Castel, Vendetti and Holyoak (2012) interviewed employees in the building. Although the average time employees worked in this building was 4.5 years, only 1 in 4 people knew where the nearest fire extinguisher was. Not paying attention to such things can be very dangerous!

You need to make sure that the attention of the audience is received and directed in the right direction. If someone is blogging and wants the audience to pay attention to an important call to action, photo, video or link, you need to directly draw the attention of the audience to it, through an explicit mention in the text or highlight on the screen.

Also, don't clutter up your pages! Everyone has probably stumbled across a page with a huge amount of ads and content that can be incredibly overwhelming and make it hard to focus on anything in particular.

In such cases, if a person is reading an article, for example, he scrolls past and ignores everything but the text. But sometimes it turns out that there was an image or table that he missed that was actually relevant to the article.

Nobody wants that to happen with his great content! Especially during this time of information overload, which has led to poor attention spans among consumers. You must strive to engage your audience and capture their attention completely. Influencing the senses also helps here.

7. Use eye contact

How to use eye contact in marketing without making customers feel uncomfortable?

When communicating with a client or investor, of course, you need to maintain eye contact with them. But it can also be included in your ads and promotional material. I wonder why Trix the rabbit and Cap'n Crunch's captain are looking down? To make eye contact with kids who want cereal!

8. Anchor your customers

Customers who are not very knowledgeable in a particular area or price range of a product may need landmarks or anchors to feel more confident. If you provide this point of reference in a question, the client's mind will unconsciously revolve around it.

In psychology, this phenomenon, "the activation of a particular representation or association in memory immediately prior to performing an action or task," is called priming, which is a variation on anchoring.

This method may seem questionable from a decency point of view, but it can be used in an ethical way to increase your income.

For example, a company representative is on the phone with a potential customer. This customer is not very knowledgeable about the appropriate price range for the product they need. He may not be aware of the prices of competing products or the perceived value of the product.

If communication was by email, the customer would have time to do their own research and think about pricing, but when they're on the phone, time is limited and you need to think and respond quickly.

This would be the ideal situation to use an anchor. What would be the best tactic? Perhaps start by offering a relatively high price (but not too high) that establishes an anchor on which the customer will build in the future.

Without prior information, he would use this price as his only data point.

Further reflection and discussion will likely revolve around this landmark.

This overlaps with the door-to-face method, where negotiations begin with high point and then drop a little lower.

Warning: You have to be very careful about how knowledgeable the client is. Don't risk angering a knowledgeable customer by assuming they don't know enough and overcharging. Some clients can understand this, some won't. Ultimately, starting with a relatively high price is just a suggestion. Anchoring is supported by empirical evidence and one's own judgment can be used to decide how best to tailor and apply it to specific situations.

9. Make the audience work hard

If you want someone to remember something for a long time, Craik and Tulving (1975) proved that you need to make that person work and put in more effort. In other words, the main thing is the depth of processing.

Craik and Tulving showed subjects a list of words and asked them to complete a task for each word. Then they were asked to remember as many words as possible.

The more labor the subjects invested in composing tasks (the greater the depth of study), the more words they remembered.

But how can you make your audience work, but not in a terrible way? Now is the time to remember the content in the news feed on Facebook or Vkontakte, which is of the most interest.

Are these really ads mixed with pictures of puppies in the feed? Or are they polls like “What kind of Disney princess are you?”

Possibly the last one! However, you need to think about how to include such surveys and classes in your marketing campaigns. If your company sells laptops, you can create a "Which laptop are you?" survey. In fact, any company that sells a range of products can create a poll in the style of "What _____ are you?" to help customers with their purchasing decisions.

Another way to apply this psychological research is to ask your audience rhetorical questions. Why are rhetorical questions so effective in announcements, presentations, etc.?

Because they force the audience to actively think rather than passively observe. This increases the depth of processing.
Dale's Cone of Experience summarizes this idea well visually.

The moral of the story is that people remember better what they put their hand or brain into.

10. Invite your friends

From a marketing standpoint, why are so many marketing campaigns based on "invite your friends"? The bottom line is that friends have a great influence on a person. One has only to remember all those cases when people try something new simply because friends did it and encouraged them to do the same!

Harnessing the power of social groups in marketing can spur new trends.

11. Asking your customers to pay upfront

In a study by Quaydbach, Gilbert and Wilson (2013), people were asked to remember their favorite band 5 years ago and the maximum amount they would pay to see them now. They then had to think about their current favorite band and the maximum amount they were willing to pay to see them in 5 years.

The answer to the second question came up with a higher amount than the first, even though it doesn't make sense from a rational point of view.

The averages for the first question were $80, and for the second question $129.

The researchers concluded that “participants substantially overpaid for a future opportunity in order to satisfy their current preference.”

This can potentially be used to your advantage by asking customers to pay upfront for what they want before they have time to change their preferences.

Stores come up with new strategies to increase sales every day. The psychology of advertising and marketing is designed to get people to buy as much as possible. The buyer makes an independent unconscious choice, takes the goods, and himself, as if under hypnosis, moves it to his basket. And only at home he realizes that he spent all the money on a product that he does not need at all.

How to protect your wallets from unnecessary waste and counteract store traps? To do this, you first need to understand your needs and desires at the present time. A. Maslow identified basic needs and developed a pyramid.

Maslow's pyramid

1. Physiological.

The most basic lowest level. Man needs food, water, shelter, sleep, intimacy. Only by satisfying this stage of needs, he will be ready to move on. As a rule, all stores emphasize their sales based on these desires of a person, since they are always in great demand.

2. Security and protection.

All people need their own corner, where he can hide in case of impending danger. Therefore, they install armored doors, alarms, intercoms, video intercoms, buy cars and self-defense equipment.

3. Love, affection, communication, friends.

To find friends and new acquaintances, a person goes online, builds relationships on a dating site. There are clubs for entertainment, where you can do some business together and chat.

4. Success, respect, recognition.

It is important for a person to be noticed and appreciated. Therefore, he wants to dress fashionably, maintain beauty, buys expensive sports cars, famous brands of perfumes and cosmetics, the latest gadgets. Stores are always up to date with new collections of clothes, current styles in the fashion world, modern technology. And demand, as you know, creates supply.

5. Self-actualization, improvement.

This is the highest level of need, to which not all people get. Having satisfied previous needs, a person strives for knowledge, he has a desire to learn, get an education, and improve himself. Here, firms are targeting art, educational programs, and travel.

Marketing tricks

The following types of influence on the human subconscious are used:

1. "Laying out goods of daily demand."

In order to buy bread, milk, eggs or butter in a store, you have to wade through almost the entire store. And when you reach your destination, you already have a full basket of products, which are good if you need them later, but the family budget has already been shabby.

This is done with the intention of buying other items along the way and increasing the number of sales.

2. "Red Price".

Very often discounts of 50%, 70%, etc. are arranged. We subconsciously think that we benefit from this purchase, because we buy at a lower price. But in fact, discounts hide stale goods, with expiration dates or a price increase in advance.

3. Gratitude.

Some stores after the purchase of goods give a small gift, which, as a rule, costs a penny and is unnecessary. The buyer is pleased with this sign of attention, but there is a sense of duty that he needs to give something in return for this. And he will come to this store again to get a pleasant service and return the debt as a purchase.

4. "Imitation and competition."

Advertising uses situations based on this effect. For example, how the crowd storms the store to buy certain goods, which they think are very profitable and attractive. Or how friends fight over chocolate.

Subconsciously, a “light bulb lights up”: you have to take it before others get ahead of you.

5. "Attractiveness."

A big role in the acquisition of goods is played by who advertises it. Therefore, beautiful slender photo models, famous actors are taken for the role of performers of the commercial. A person subconsciously develops confidence in the product.

6. “Hurry up. The quantity of goods is limited.

Often this offer makes you grab money and run to the store at all times. Creates a fictional scarcity effect. The brain does not even have time to process the information.

7. "Color solution".

The psychological correlation of color with sensory sensations is used. For example, green is freshness, nature. It can be seen in advertisements for wellness medical preparations, medical cosmetics.

In order not to fall into the bait of the store and rationally use your cash, you must adhere to the following rules:

• Buy only according to a pre-compiled list.
• Don't go to the store hungry.
• It is advisable not to use a trolley, but to take a basket for groceries.
• We pay attention not only to branded goods.
• Promotions and discounts are not an indicator of a favorable price.
• We pay only in cash.
• At the checkout, we refuse to buy a product at a reduced price.

Good, long lasting and mutually beneficial customer relationships are an important part of marketing. Understanding the tastes, moods and fears of your audience helps a lot to build them. Knowledge of human psychology greatly simplifies this task.

9 principles of consumer behavior

Robert B. Cialdini, in his book The Psychology of Influence, described the basic patterns of human behavior that can be applied in marketing and open sales. Some of its most relevant principles are outlined in this list, some are supplemented by the work of other experts.

It is important to remember that the classic principles of using psychology in marketing were created decades ago, so some of them could lose their relevance or significantly reduce their effectiveness. However, it is important to familiarize yourself with them, as these principles form the basis of .

The principle of reciprocity

If you give a client a small gift, you make him feel grateful and want to do something for you in return. Some experts doubt the relevance of this principle, but in many areas it still works - with small tokens of attention, you win over the client and develop loyal relationships.

Principle of obligation

Most people experience unpleasant feelings if they have to violate their own obligations. We subconsciously strive to fulfill the promises made, even if we made them unconsciously. So you can come to a meeting with a client with a special contract already prepared and mention the discount program calculated just for this deal. When part of the work is already done, it becomes uncomfortable to refuse to conclude a deal - not a very honest move, but perfectly confirms the work of psychological tricks.

The principle of authority

Raising the credibility of yourself and your company, you inspire trust and respect. To do this, you do not need to eliminate competitors or conduct a dishonest fight, it is enough to prove that you really understand what you are doing - for this, high-quality informational content posted on your sites, in the mailing list and on open platforms will come in handy. Speaking at thematic conferences and useful comments on the forums will also benefit. Helpful information easily converted into authority, and authority into trust.

Principle of social proof

The principle can also be called a herd instinct, but usually it does not manifest itself so clearly. Doing something yourself is always harder and scarier than joining an established company. In marketing, this will work thanks to the counters of goods sold per day or the open number of page views. Any calculable criteria will be the motivation for the emergence of the principle of social proof.

Attachment principle

If a person or company causes sympathy, they want to follow. It is not necessary to be nice and try to charm the audience, but it is necessary to correspond to their ideas of good, quality or cool. Do not try to please everyone at once, it is impossible, but targeting one specific social group is quite possible. Choose the target audience, study it thoroughly and work out the image that they will like.

Scarcity Principle

The effectiveness of the concept of scarcity is also in doubt, but it works for certain social groups. It is based on a simple ratio of supply and demand, the formula of which is understandable to the consumer on an intuitive level - limited supply gives rise to increased demand. If you have a product category that is not selling very well, you can try creating an artificial scarcity atmosphere around it - maybe not much, but sales will increase.

Principle of novelty

The illusion of novelty is a psychological phenomenon that everyone has noticed. Whenever you learn about a new product, you notice it everywhere. People who are looking for an apartment stumble across ads everywhere, and couples who are expecting a baby find pregnant women. To use this phenomenon in marketing, it is necessary to distribute advertising messages through different channels - people who notice them in one channel will notice them in others.

Grouping principle

The limitations of our short-term memory do not allow us to remember more than seven details at a time. Thanks to this feature, the human brain has learned to group similar information, and if you do it for him, you will gain loyalty from consumers who have made the task easier. Post entries on blogs, dividing them into groups and categories, add texts and tables to lists - this will make it easier for the reader to remember.

Generalization principle

V modern conditions overabundance of information, we remember only the most important or what lay right on the surface of the advertising message. To make this principle work for you, pay attention to headings - with a high probability, the reader will remember only him. Commercial offers should be made short and concise - so that the main idea can be recounted in two or three sentences.

3 psychological experiments important for marketing

Modern marketing is unthinkable without psychological research and experiments, some of which have played a key role in the development of certain marketing concepts.

An experiment by Thomas Sanocki and Noah Sulman

Two scientists conducted an experiment in 2011 to find out how color combinations affect our short-term memory. The experiment was carried out using different color palettes - in one group, the colors harmoniously combined with each other, in the other, they contrasted sharply with each other. The results of the experiment showed that palettes with well-matched colors are better remembered, and the optimal number of shades in one palette is no more than three.

This experiment showed marketers the importance colors, this is manifested in the smallest marketing details - right down to the color scheme of the commercial site. According to Sanoka and Sulman's theory, color contrast is important but should only be present between the background and the main marketing message. In the main design, it is better not to use contrasting tones or an abundance of colors.

Solomon Asch experiment

During the experiment, a group of subjects were asked obvious questions about the length of the drawn lines, but seven of the eight participants in the experiment were bogus and gave a deliberately wrong answer. Under the influence of the group influence factor, the only true subject also gave the wrong answer. The situation that is modeled in Asch's experiment is very close to situations in real life.

Thanks to this experiment, marketers had the opportunity to assess the strength of the influence of the group on the behavior of a particular consumer. This feature of human behavior explains the success of such marketing moves as positive reviews about the company, photos of happy customers on the site and detailed laudatory comments in social groups.

An experiment by Christopher Chabry and Daniel Simons

American scientists studied the selectivity of attention and perception in general. During the experiment, the participants were asked to watch the video and count the number of ball passes by the participants of one of the two teams. The goal of the experiment was not to determine the number of people who could correctly count the passes, but to calculate the percentage of those who did not notice a person walking in a gorilla suit during the course of the task. This question was asked to all participants, and the results were impressive - almost all participants did not pay attention to the gorilla at all.

For marketers, this gives quite unambiguous advice on building a brand, advertising campaigns, and a website. Try not to overload the image with details - this will scatter the attention of consumers; on the site, the path to the purchase of goods should be as simple, understandable and noticeable as possible. Pop-up windows and numerous information panels will distract the client.

Ministry of Education Russian Federation South Ural State University Department of Social Psychology

Bogdanova O. Yu.

PSYCHOLOGY OF MARKETING

Tutorial

Chelyabinsk SUSU Publishing House

BBK Yu959. i7 + u95.918. ya7 UDC 658.8.01(075.8)

Lysenko O.Yu. Psychology of Marketing: Textbook. - Chelyabinsk: Publishing House of SUSU, 2002. - 66 p.

The manual contains the basics of the theoretical material necessary for students to master the specialization "Social Psychology" of the special course "Psychology of Marketing", the purpose of which is to form the foundations of professional skills for the practical activities of a psychologist in the field of marketing. To a greater extent, the emphasis is on the basic concepts of marketing, as well as information on such rather “young” areas for Russian marketing as branding, psychographics.

The manual is intended for full-time students of the Faculty of Psychology, as well as psychologists, sociologists, graduate students.

Il. 1, tab. 2, list of lit. - 28 names.

Approved by the educational and methodological commission of the Faculty of Psychology.

Reviewers: Savchenko T.Yu., Kostyuchenkova O.E.

INTRODUCTION …………………………………………………………………..
1. BASIC CONCEPTS OF MARKETING ………………………………

1.1. The concept of marketing and its basic components …………………..... 6

1.2. Marketing as a complex "4 P" …………………………………………. 8

1.3. Marketing environment …………………………………………… 9

1.4. Basic principles of marketing ……………………………………...... 10

1.5. Marketing Goals …………………………………………………………. 11 2. MARKETING CONCEPTS …………………………………………… 11

2.1. Conceptual concepts of marketing ………………………………….. 12

2.2. Applied concepts of marketing, depending on the scope of its application

Changes ………………………………………………………………................................... 13

2.3. Concepts of marketing depending on the state of demand. Types of demand ……………………………………………………………………………... 15

2.4. Management concepts of marketing ……………………………..... 17 3. DEVELOPMENT OF IDEAS ABOUT MARKETING …………………….

4. MARKET SEGMENTATION …………………………………………..… 25

4.1. General approach to market segmentation. Segmentation variables

………………………………………………………………………………. 26

4.2. Choice of target market segments. Market Coverage Strategies ………..... 29

4.3. Product positioning ……………………………………………. 30 5. CONSUMER BEHAVIOR……………………………………….. 31

5.1. Key determinants of valuations and consumer behavior 32

5.2. Analysis of consumer behavior ……………………………………….. 36

5.3. Directions for studying consumers …………………………………... 36

5.3.1. Attitude and methods of its study ……………………………………… 37

5.3.2. Studying the level of customer satisfaction …………. 38

5.3.3. Studying consumer intentions …………………………………… 39

5.3.4. Studying the process of making a purchase decision ……………………
5.3.5. The study of consumer behavior during the purchase and after it ………..
5.4. The concept of psychographics. Psychographic research ………….
5.5. Consumer lifestyle research and market segmentation
based on psychographic types ……………………………………………..
5.5.1. Measuring the lifestyle of consumers based on the VALS 1 methodology
5.5.2. Measuring the lifestyle of consumers based on the VALS 2 methodology
6. MARKETING RESEARCH ……………………………..

6.1. marketing information. MIS…………………………………….... 47

6.2. The concept of marketing research ………………………………… 49

6.3. Types of marketing research ……………………………………. 50

6.4. Marketing research process ……………………………….. 52

6.5. Basic methods of marketing research …………………….. 55

7. BRANDING ………………………………………………………………… 58 7.1. From the history of branding …………………………………………… …………. 58

7.2. Basic concepts of branding ………………………………………….. 59

7.3. Brand positioning and promotion ……………….. 60

1. BASIC CONCEPTS OF MARKETING

Marketing as a product of the market economy has become known throughout the world due to the effectiveness of its application in both commercial and non-commercial spheres. Having formed into an independent science at the beginning of the last century, it took its place among the achievements of economic theory and business practice that influenced the worldview of not only entrepreneurs, but also politicians, government, public, religious figures and many others. The successful operation of each of them in a competitive environment, positively influencing the well-being of millions of people, the well-being of countries and, to a certain extent, the progress of civilization, largely depends on the effectiveness of the marketing management of the relevant entities. Characteristically, the objective need for the use of marketing in Russia has long been obvious to both scientists and practitioners, who actively accepted its most famous individual techniques from the very first years of market reforms.

1.1. The concept of marketing and its basic components

V The term "marketing" is based on the word "market", which means "market". Therefore, the most common is the interpretation of marketing as a management system, management in a market environment, proclaiming the orientation of production to meet the needs of specific consumers.

Marketing, in its broadest sense, is a social management process through which individuals and groups of people, through the creation of products and their exchange, get what they need. This process is based on the following key concepts: need, desire, demand, product, exchange, transaction, market.

A need is a need, a need for something that needs to be satisfied. When a person is unable to satisfy some need, he or she replaces or reduces the level of their requests. The concept of needs underlies the theories of motivation (Freud, Maslow, etc.), including those that determine the behavior of consumers in the market. It is often said that the main task of marketing is to find a need and satisfy it.

Desire is a need that has taken a specific form in accordance with the cultural level and personality of the individual. Therefore, desire is often defined as a specific need. For example, the general need for food is transformed into a more specific need for fruits, which, in turn, is embodied in a specific need - the desire to buy apples. And in different regions and countries, common needs are transformed into a wide variety of desires, determined by cultural, historical, geographical, and other factors. People from different countries satisfy the same need for food by consuming different foodstuffs. Consumers living in the same country and experiencing the same need can satisfy it by purchasing various goods.

1.2. Marketing as a complex "4 P"

The concept of marketing is often considered through the marketing complex (or marketing mix), which F. Kotler defined as follows: orocketing instruments, which the subject operates to solve marketing problems in the target market. These marketing tools that affect the consumer, Jerome McCarthy, for the first time in 1959, conditionally combined

v four groups of instruments, or "4 R":

- product (product);

- price (price);

– place, i.e. marketing distribution channels place);

- promotion (promotion).

In other words, a set of marketing tools (or systemic marketing tools) is a set of factors controlled by the organization of its internal environment, influencing which consumers, it determines the necessary consumer response and the set goal. In this regard, it is important to talk about the systematic use of marketing tools "4 P".

A sign of consistency (complexity) marketing tools means the following.

1. Each of the marketing management system tools has properties that are lost if it is used to influence the consumer separately, without connection with other system tools. For example, lowering the price of a product is unlikely to be effective without corresponding changes in its promotion and distribution policy.

2. Marketing management tools used systematically have such an impact on the consumer that is not characteristic of any of them taken separately.

Quite accurately, the essence of these provisions reflects the term "marketing mix" (marketing mix), proposed at the time by Harvard professor Neil Borden. When explaining the sign of the systemic nature of the relevant marketing actions, he figuratively compared the system marketing management tools with the ingredients of the dough - a mixture for a pie, calling them in this regard a marketing mix.

Recently, there have been attempts by some authors to expand the concept of "marketing mix", which traditionally includes four elements (the concept of "4P"), introducing into its composition other elements that begin in English language with the letter P (people - people, consumers; personal - staff; package - packaging

ka; purchase - purchase; probe - research, testing, public relations -

public relations), thus offering the concepts of "5P", "6P", "7P", "9P".

1.3. Marketing Environment

The key concepts of marketing include the concept of the marketing environment, which is formed from a variety of factors acting on the company from the outside and directly affects the efficiency of the company.

Marketing Environment- a set of actors and forces acting outside the company that influence the development and maintenance of profitable relationships with target customers by marketing services. The marketing environment is divided into microenvironment and macroenvironment (7).

Marketing microenvironment- groups of people who have an actual or potential interest in the organization or influence its ability to achieve its goals. The marketing microenvironment can be roughly divided into the following large groups.

Suppliers are business firms and individuals who provide a company and its competitors with the material resources needed to produce specific goods and services.

Events in the supplier environment can have a significant impact on a firm's marketing activities. The shortage of certain materials, the increase in prices for component parts can disrupt the regularity of the supply of materials, and, as a result, lead to a decrease in the production of this company. Therefore, the study of prices for items of supply and the schedule of deliveries is one of the objectives of the study of the marketing service.

Marketing intermediaries - firms that help the enterprise in the promotion, marketing and distribution of its products among consumers. Marketing intermediaries include:

a) resellers - business firms that help the enterprise in finding customers or in selling goods;

b) intermediaries in the organization of goods movement - transport organizations, railway companies and other cargo handlers;

c) agencies for the provision of marketing services, helping the enterprise to position and promote its products more accurately on the markets.

Financial institutions - banks, credit, insurance, investment companies, brokerage firms and other organizations that help the firm finance transactions or insure itself against entrepreneurial risk.

Government agencies - any organization funded from the state budget. State institutions can contribute to the activities of the enterprise and even place part of their orders in this firm. When implementing large projects, as a rule, the positive support of local government agencies is necessary, so any enterprise should take into account the constant cooperation with government agencies.

Civic Action Groups - consumer organizations, environmental groups, trade unions, social movements, national organizations.

Analysis of the marketing microenvironment allows you to evaluate the parameters of the “field” in which the company has to work. The main purpose of such an analysis is to identify strengths and weaknesses in the activities of the company's contact audiences, which allows you to plan strategic and tactical actions for the development and distribution of goods.

The activities of any enterprise are constantly influenced by many environmental factors ( marketing macro environment). Of course, the diverse environment of an enterprise cannot be reduced to a set of separate, unrelated variables. Some factors affect others and vice versa. At the same time, in the marketing literature, the idea of ​​​​external uncontrollable factors of the macroenvironment of an enterprise has been established, which are usually divided into social, technological, economic, political and cultural. Orolysis of the macro environment enterprise, which is integral part desk marketing research, is based on an assessment of the factors that most affect the commercial activities of the enterprise.

1.4. Basic Marketing Principles

The following basic principles of marketing are distinguished in the literature: Principle 1. Careful consideration when making decisions of the needs, consisting

and the dynamics of demand and market conditions.

Following this principle presupposes a good knowledge of the market situation regarding the existing and forecasted demand, the activities of competitors in the market, the behavior of consumers in the market and their attitude to the products of this organization and its competitors. At the same time, consumers often do not know exactly what they want. They only want to solve their problems in the best possible way. Therefore, one of the main tasks of marketing is to understand what consumers want.

Principle 2. Creation of conditions for maximum adaptation of production to market requirements, to the structure of demand, based not on momentary benefits, but on a long-term perspective.

The modern concept of marketing is that all activities of the enterprise (scientific and technical, production, marketing, etc.) are based on knowledge of consumer demand and its changes in the future. Moreover, one of the tasks of marketing is to identify unsatisfied customer requests in order to orient production to meet these requests. Marketing means developing, producing and marketing something for which there is really a consumer demand. The marketing system puts the production of goods in a functional dependence on requests and requires the production of goods in the assortment and volume required by the consumer. When implementing the concept of marketing, the emphasis on making economic decisions is shifted from the production links of the enterprise to the links that feel the pulse of the market. The marketing service is a think tank, a source of information and recommendations not only for market, but also for production, scientific, technical and financial

Marketing and psychology have gone and continue to go hand in hand. Without understanding the principles that a person follows in making his decisions, it is difficult to sell him something. V modern world Marketing with all its varieties is increasingly based on the achievements of psychologists, the results of their research and various calculations that illuminate the mechanics of human interaction with the surrounding reality.

Experts from HubSpot, a company that provides advanced solutions for attracting marketing (and, in fact, coined the term inbound marketing), have collected 9 principles that guide a person, reacting to external stimuli and making decisions. These principles lie in the field of psychology, and work rather at the level of the unconscious. A modern online store, developing its success or just taking its first steps, cannot do without marketing. And modern marketing, as noted above, is closely related to psychology. The principles below are not universal, there are exceptions to every rule. However, for the majority they are applicable.

1. Reciprocity

The principle of reciprocity was introduced by Dr. Robert Cialdini in Influence: The Psychology of Persuasion. It's simple here: when someone does something for you, you want to do something for that someone. Of course, the intentions of both parties must be sincere and disinterested.

And what about marketing?

In marketing, the principle of reciprocity is used practically in pure form. Freebies and treats that show your special relationship with the client - not necessarily something expensive or even measured in money - contribute to the development of word of mouth and increase loyalty. A reciprocating bonus can be expedited shipping, an extra change in the order, a greeting card, online consultations, etc.

2. Obligations

Another principle described by Dr. Cialdini. Accepted obligations entail an obligation. And when a person feels he should, it is more difficult for him to refuse something.

And what about marketing?

Obligations - good way dealing with dropping clients. Of course, it is better to cultivate loyalty through the already mentioned reciprocity, but the principle of obligation should not be discounted either. Think about how you can attract a client so that he feels like he should (a sudden gift? a subscription to receive new products? transfer to an "elite" group?).

3. Authority

And what about marketing?

Most online stores operate in a specific niche. Make an effort to become an authority, an expert on a topic close to your store, and people will be drawn to you, finding your reports, ratings, reviews and answers to questions in search results and on the web. Authority is converted into trust, and trust is converted into sales.

4. Herd mentality

Joining an already existing group is easier for a person than doing anything alone. So, the dance floor begins to fill up actively when several people are already dancing on it. Herd feeling is well expressed by the phrase "me too."

And what about marketing?

5. Attachment

Another principle noted by Cialdini. When a person likes something, he feels affection, which leads to a higher likelihood of contacting the object of his affection.

And what about marketing?

It's simple: focusing on your target audience, create around your online store the very image that they will like. Do not try to please everyone, work only with those people who can really become your loyal customers.

6. Scarcity

When supply is limited, demand rises (if the offered product is in any demand at all, of course). At the same time, in order to extract the maximum effect, the deficit should be positioned in a strictly defined way: there was a lot of goods, but now there is little left, so hurry up, take it. If you initially declare that the warehouse received just nothing units of the product, the effect will be worse.

And what about marketing?

Deficiency is a rather powerful tool that allows you to get rid of deposits and, in general, to spur sales. Think about what products you sell like hot cakes, and try to create an atmosphere of scarcity around them.

7. Illusion of novelty

The "Illusion of Novelty" has an interesting effect. This principle works as follows: you notice some object/phenomenon, consciously register this fact, and then you begin to notice this object/phenomenon everywhere. At the same time, the object/phenomenon itself may be a novelty only for you. Many of the young parents will surely remember interesting fact: as soon as the family is preparing to have a child, the world around it is filled with pregnant women. Naturally, this does not mean that there are more of them, just future parents begin to notice ladies in position. This is the “illusion of novelty” effect.

And what about marketing?

To use the illusion of novelty, you should practice multi-channel marketing. This way you will reach a wider audience, and those to whom your message will be something new will begin to notice it in other channels you use. And the more often you catch the eye of potential customers, the better.

8. Forgetfulness

You yourself have probably noticed such a trait in yourself: after reading the material on the Shopologist, you remember it in general terms, you can say what it is about, but the nuances and details disappear from your head. There is nothing surprising or bad in this: forgetfulness is inherent in very, very many.

And what about marketing?

The modern world is overflowing with information. People do not have time (and do not want to have time) to get acquainted with all the news and content offered. And taking into account the effect of forgetfulness, even what was read disappears quickly enough. In this regard, the title of your message is of particular importance. Treat it with due care, because the title may be the only element that will remain in the memory of your audience.

9. Grouping

Most people's short-term memory resources are limited. A common limit is 7 points of information. To improve the situation and remember more, people group similar items together. For example, going to the store and not having a list written by his wife, many men make a plan in the categories of departments: dairy, bread, meat, etc. And when they come to the dairy, they “unfold” the corresponding item in their memory and unmistakably take what they need.

And what about marketing?

Help your audience and group your messages/calls to action so that people can easily remember them.

In summary: psychology without marketing will be easy, but marketing without psychology is doomed to the path of trial and error. Want to go a slightly different route? Perhaps the tips above will help you find it.