engleski

Metaethics used as a marketing disguise of customer relations

The perception of consumers as different subcategories and their needs is built into the very essence of the holistic marketing. Taking into consideration the hypothesis that consumers have unfulfilled wishes and demands, the concept of marketing mix, conditionally speaking, "actualizes" those dreams. There are many ways of satisfying different needs as well as factors which influence our choice of means in realizing those dreams. One of the more relevant interdisciplinary models is found in the phenomenological approach to brands which is based on emotions, social validity, the phenomenology of perception, cognition, intervariation of the myth and the alienation of the uniformity.The needs are not a constant category, they change in accordance with the consumers. The brand imposes itself as a substitute for satisfying specific needs or unfulfilled desires. However, simply defining the brand in marketing, especially according to the merits of brand management, requires redefining because its determinants show characteristics of phenomological matrixes. The brand is therefore analyzed through psychological, philosophical, social and economical studies. A product brand has a symbolic meaning for the consumer. The consumers perceive them according to their own perception about themselves. By producing and managing brands as well as creating myths, brand experts indirectly affect the social structure of the society. Comparing the Sznajd-Weron thesis to Gobes modern idea of emotional branding, the work shows the consumers manipulation. The consumer has become more educated, better informed and more mobile with clear perceptions of himself, which makes the whole concept of perception one of the most challenging issues in the study of neuromarketing and the brand impact on the consumer. While making decisions consumers are influenced by the modus of perception, the so called “punctum temporalis” believing in their perceptions and not the reality per se. The brand enters the sphere of the ethical and psychological study which necessarily considers the basic thesis of socially responsible marketing. The issue of identification and fulfilment of the promises given by the producers while offering their brand are being imposed. Above all, the brand turns to be the expanded perceptive creation of the self. Rejecting the concept of harmony affects the consumer perception which is formed within the context of the brand image, i.e. one’s belief. The problem represents the absolute limen since the average consumer is to a great extent immune to promotional activities as well as adapted to a certain level of marketing stimulation. A solution can be found in lateral marketing strategies with respecting for the ethics, but within a two-way communication. Kotler warns that the modern consumer is exposed to a risk perception, which means that he is insecure and likely to follow blindly the stereotypes, being obsessed with materialism. Within the perception and steady consumer adaptation there is an antipode, the so-called recuperation. Under this term, the perceptive differential limen shows the recuperation of perception which can be seen as consumer’s motivation. This aspect makes us aware that the classical Maslow’s pyramid of needs is actually not a clear indicator since a modern consumer uses the principles of limbic system concept. Rejection of harmony is not in the interest of managers, for to the contrary, it comes to the reduction in loyalty.

brand, customer, ethic, neuromarketing

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