Marketing Techniques: A Comprehensive Guide to Understanding Consumer Behavior
Marketing the Formal Organization: the configuration is done intentionally to assign different tasks and responsibilities, establishing its structure to achieve the objectives set by the company. This organization coordinates and organizes all activities, material and human resources. It is a structured organization where every person has a specific task, so employees spend their time fulfilling their duties and do not compete with each other by leveling up, etc. That is why authority relations, information, methods of work, procedures, and responsibilities are provided in advance to promote the organization. I feel this organizational variable affects the performance of workers and is therefore good for the company. Phases: 1. Clearly identify the activity to be performed (this is why we do it). 2. Effect the division of this activity. 3. Order divisions and assign people to take responsibility for each. 4. Settle the human and material resources required for each division by setting the role of each. 5. Implement a communication system that allows different parts of the organization to have the necessary information to make decisions within their competence. 6. Set up a control system to better align the organization with this system. Org Info: The same but without a previous organization without intentional settings.
The Theory of X and Y: Part of the leadership styles and how a manager behaves with his subordinates. McGregor, as well as managers, have two ways to view their employees in two denominations: X and Y.
X: People are lazy, work as little as possible, are unwilling to assume responsibilities, and need to be pressured.
Y: People are creative, like working, and assume responsibilities. They are motivated to excel. The vision that the leader has of his subordinates is realized in the behavior of these.
So if a manager sees his employees as X, they will act accordingly. On the contrary, if an officer sees them as Y, they will respond in this way, even if it is utopian and wrong. Actually, it can transform and its employees will act in that way. The way a manager sees his employees affects the behavior of subordinates, and McGregor conveyed the important role of the leader in employee motivation.
Maslow’s Hierarchy of Needs (MA Theory): Maslow’s theory states that what drives a person to do something is to meet their own needs. If you know their needs, you can understand their motivations. Maslow based his theory on the order of priorities (levels): 5. Physiological levels: basic needs (food, drink, clothing, rest, etc.). 4. Security: avoid risk (stability, protection against damage to persons, etc.). 3. Social: or belonging to groups that make the individual feel accepted and strengthens their stability. 2. Esteem: or need for appreciation, recognition, and respect from others. 1. Self-Actualization: need to perform personal values or develop potential (become what they are capable of being). This theory emphasizes that to motivate a worker, you must meet the needs that are still unmet. It does not help to motivate a worker with physiological needs if they are already insured, so it suggests moving to a higher level in the pyramid. To motivate a person, you must discover what their unmet needs are. Herzberg’s Two-Factor Theory: This theory gives motivation factors classified into two broad categories: Hygiene factors and motivational factors. Hygiene factors are characteristics of a job that, if not given, cause dissatisfaction. To avoid such dissatisfaction, you must provide and maintain a certain level. They are not very encouraging and are considered labor rights, wages, breaks, health and safety conditions, and work organization. They basically correspond with physiological and safety needs.
Motivational factors: those characteristics of a job that, if they do not exist, do not cause dissatisfaction, but if they are present, cause great satisfaction and motivation. They correspond to the higher hierarchical needs: social, esteem, and self-realization. They focus on recognition, promotion, the content of the work itself, responsibility, and personal development.
In short, both levels are needed to be motivated and to ensure that there is no dissatisfaction. Once the hygiene factor is secured, it is possible to develop new actions to meet the higher levels associated with the motivational factor.
Marketing: is a set of technical and management activities that guide the company into the market. It is the only way to achieve long-term goals and satisfy the desires of customers. The development of marketing can be viewed from two aspects: Marketing as a philosophy, culture, mentality, and way of understanding the business that affects the entire organization. Marketing as a set of techniques and knowledge relevant to achieving the objectives. Types of Markets: By type of customer: The consumer market, are made up of individuals and families who purchase products for their own use, with immediate consumption, consumer durables, and services. Organizational Market: are formed by individuals or organizations that buy products for other products (manufacturers, distributors, and others). Qualitative Techniques: These techniques give us real information about the personality (desires, motivations, unconscious, etc.) of the individual. It is a psychological investigation. The main ones are: observation, experimentation, creativity, group dynamics, interviews, and projective or motivational research.
Observation is based on measuring and looking for clues without the researcher being involved in the outcome, although it may create an artificial situation, for example, changing a product site and seeing what happens. An example of an observation technique would be the dustbin check based on garbage collection and studying the remains, or mystery shopping, which is when the researcher goes to the point of sale as a customer (competition analysis).
Experimentation: test basic reactions between determined consumers to company performance (product, price, distribution, etc.).
For research, there are: Blind tests: the consumer tests a product without seeing the brand and is asked to evaluate it. Tests of packaging: packaging prototypes are made and tested for reactions. Advertising tests: they can be conducted before or after the completion of the campaign. Abelson Test: it provides an incentive to stop using a consumer product and brand loyalty is observed.
Creativity techniques: based on the collaboration of a group of people who think freely and express their judgments. They are used in the creation of new products, detection and resolution of problems, and issues related to the future development of companies with executive participation. It includes techniques such as brainstorming, where forecasts are made or opinions on a topic are shared by a group trying to reach consensus. Synectics is a formal technique that seeks creativity through analysis, diagrams, and analogies. The Delphi method: involves several steps and 15 experts. The first step is to collect forecasts from the experts involved anonymously and individually. They are then told the overall result and asked for a new forecast, at least 4 times before coming to a consensus.
Projective techniques or motivational research, is based on the idea that a person projects their personality onto neutral stimuli. These techniques seek to uncover consumer motivations that not even they themselves know (unconscious). The person does not know what the subject of the investigation is. They are placed in a position to interpret ambiguous stimuli or the behaviors of others. The most common techniques are:
Test of free association of words used to search for brand names. It works by reading a list of words that are possible brand names and asking the subject to say the first thing that comes to mind. Controlled Association Test of words, the respondent selects from a series of words that have a similar meaning to the one read. Test of incomplete sentences, is used to make advertising copy that detects motives or attitudes. The person must complete the proposed sentence or say the first thing they think of before a photo or image. Thematic Appreciation Test (H. Murray), showing a photograph, the person is asked to invent a story about the subject of the photo, say what they think or feel about these characters, or how the story ends. Role playing: you ask people to act in the role of others, which serves to meet the needs, desires, and motivations. Personification. People are turned into brands, companies, products, etc. The Rorschach test shows the individual 10 sheets with symmetrical and irregular spots of ink, and they are asked to see and interpret the marks, which will screen their character. It can detect intimate aspects of individual personality. Szondi Test. Evaluates the subject’s personality. It is often used to select people for management positions. It is shallower than the Rorschach.
r than the Rorschach.