ГЛОБАЛЬНИЙ МАРКЕТИНГ: ПРОБЛЕМИ ТА ПЕРСПЕКТИВИ РОЗВИТКУ
А. Ю. Аль-Тмейзі
DOI: 10.32702/2307-2105-2019.9.56
УДК: 338
А. Ю. Аль-Тмейзі
ГЛОБАЛЬНИЙ МАРКЕТИНГ: ПРОБЛЕМИ ТА ПЕРСПЕКТИВИ РОЗВИТКУ
Анотація
Доведено, що нейромаркетинг – це новий напрям комерційних досліджень, предметом якого є вивчення неусвідомлених сенсомоторних, когнітивних і емоційних реакцій людини на певні стимули. Надано рекомендації щодо розробки заходів безпеки, які допоможуть захистити права й гідності респондентів, що дає змогу зменшити ризик некоректного використання інформації при здійсненні нейромаркетингових досліджень. Слід підкреслити, що в сучасних умовах розвитку фінансового- банківського бізнесу для удосконалення конкурентоспроможності необхідно застосування різних форм нейромаркетингу. Удосконалено методи аромамаркетингу, що дозволило рекомендувати ароматизацію повітряного простору певних структурних підрозділів банківських установ, що сприятиме залученню клієнтів і створенню сприятливої атмосфери. Аналіз практик застосування технологій нейромаркетингу довів, що одним з питань, яке повинно розглядатися при його впровадженні має бути етика. Визначено дії, пов'язані з розробкою етичної складової новітніх нейротехнологій в області маркетингу.
Ключові слова: нейромаркетинг; аромаркетинг; дигітальний канал; канали сприйняття; маркетингове дослідження.
Література
1. Elitza Bakardjieva & Allan J. Kimmel (2017) Neuromarketing Research Practices: Attitudes, Ethics, and Behavioral Intentions, Ethics & Behavior, 27:3, 179-200, DOI: 10.1080/10508422.2016.1162719
2. Ducu, C. (2017). Topoi in neuromarketing ethics. In Ethics and Neuromarketing (pp. 31-64). Springer, Cham. DOI: 10.1007/978-3-319-45609-6
3. Hensel, D., Wolter, L. C., & Znanewitz, J. (2017). A guideline for ethical aspects in conducting neuromarketing studies. In Ethics and Neuromarketing (pp. 65-87). Springer, Cham. DOI: https://doi.org/10.1007/978-3-319-45609-6
4. Hsu, M. (2017). Neuromarketing: inside the mind of the consumer. California Management Review, 59(4), 5-22. DOI: https://doi.org/10.1177%2F0008125617720208
5. Lee, N., Chamberlain, L., & Brandes, L. (2018). Welcome to the jungle! The neuromarketing literature through the eyes of a newcomer. European Journal of Marketing, 52(1/2), 4-38. DOI: 10.1108/EJM-02-2017-0122
6. Nemorin, S., & Gandy Jr, O. H. (2017). Exploring neuromarketing and its reliance on remote sensing: social and ethical concerns. International Journal of Communication, 11, 21. URL: https://ijoc.org/index.php/ijoc/article/view/6706
7. Steven J. Stanton & Walter Sinnott-Armstrong & Scott A. Huettel, 2017. "Neuromarketing: Ethical Implications of its Use and Potential Misuse," Journal of Business Ethics, Springer, vol. 144(4), pages 799-811, September. DOI: 10.1007/s10551-016-3059-0.
8. Tetiana, H., Inna, N., Walery, O. K., Olga, G., & Svetlana, D. (2018). Innovative model of economic behavior of agents in the sphere of energy conservation. Academy of Entrepreneurship Journal, 24(3), 1-7. URL: https://www.abacademies.org/articles/Innovative-model-of-economic-behavior-of-agents-in-the-1528-2686-24-3-163.pdf
Alina Al-Tmeizi
GLOBAL MARKETING: PROBLEMS AND PROSPECTS OF DEVELOPMENT
Summary
It has been proven that neuromarketing is a new field of commercial research, the subject of which is the study of unconscious sensomotor, cognitive and emotional reactions of a person to certain stimuli. Recommendations are given on the development of security measures that will help protect the rights and dignity of respondents, thereby reducing the risk of misuse of information when conducting neuromarketing research. It should be emphasized that in the current conditions of development of financial-banking business in order to improve competitiveness it is necessary to use different forms of neuromarketing. The analysis reflected the direct relationship between the aromas of their use in units of financial and banking institutions, the creation of an atmosphere that is reflected in the selection of light, music, planning, as well as an emphasis on aromarketing. Aromarketing methods have been improved, which allowed us to recommend the aromatization of the airspace of certain structural units of banking institutions, which will help attract customers and create a favorable atmosphere. With regard to audio marketing, it is successful in outdoor use or with the right volume when it comes to waiting rooms accompanied by queues. As a result of the analysis, a direct connection between the aromas of their use in the departments of financial and banking institutions was reflected, creating an atmosphere that is reflected in the selection of light, music, planning, as well as an emphasis on aromarketing. Aromarketing methods have been improved, which has made it possible to recommend the aromatization of the airspace of certain structural units of banking institutions, which will help attract customers and create a favorable atmosphere. An analysis of the practices of the use of neuromarketing technologies has proven that one of the issues that should be addressed in its implementation is ethics. Actions related to the development of the ethical component of the latest neurotechnology in the field of marketing are identified. Creating a kind of "code of ethics" will prevent the spread of unethical attitudes towards consumers and prevent the ability to dispose of information obtained in the course of marketing research.
Keywords: neuromarketing; aromarketing; digital channel; perception channels; marketing research.
References
1. Bakardjieva, E. and Kimmel, A. J. (2017), “Neuromarketing Research Practices: Attitudes, Ethics, and Behavioral Intentions”, Ethics & Behavior, vol. 27:3, pp. 179-200, DOI: 10.1080/10508422.2016.1162719
2. Ducu, C. (2017), “Topoi in neuromarketing ethics”, Ethics and Neuromarketing, pp. 31-64, Springer, Cham. DOI: 10.1007/978-3-319-45609-6
3. Hensel, D. Wolter, L. C. and Znanewitz, J. (2017), “A guideline for ethical aspects in conducting neuromarketing studies”, In Ethics and Neuromarketing, pp. 65-87, Springer, Cham. DOI: https://doi.org/10.1007/978-3-319-45609-6
4. Hsu, M. (2017), “Neuromarketing: inside the mind of the consumer”, California Management Review, vol. 59(4), pp. 5-22. DOI: https://doi.org/10.1177%2F0008125617720208
5. Lee, N. Chamberlain, L. and Brandes, L. (2018), “Welcome to the jungle! The neuromarketing literature through the eyes of a newcomer”, European Journal of Marketing, vol. 52(1/2), pp. 4-38. DOI: 10.1108/EJM-02-2017-0122
6. Nemorin, S. and Gandy Jr, O. H. (2017), “Exploring neuromarketing and its reliance on remote sensing: social and ethical concerns”, International Journal of Communication, vol. 11, available at: https://ijoc.org/index.php/ijoc/article/view/6706 (Accessed 10 Sept 2019).
7. Stanton, S. J. Sinnott-Armstrong, W. and Huettel, S. A. (2017), "Neuromarketing: Ethical Implications of its Use and Potential Misuse," Journal of Business Ethics, Springer, vol. 144(4), pp. 799-811. DOI: 10.1007/s10551-016-3059-0.
8. Tetiana, Hilorme. Inna, Nazarenko Walery, Okulicz-Kozaryn Olga, Getman and Svetlana, Drobyazko (2018), “Innovative model of economic behavior of agents in the sphere of energy conservation”, Academy of Entrepreneurship Journal, vol. 24(3), pp. 1-7, available at: https://www.abacademies.org/articles/Innovative-model-of-economic-behavior-of-agents-in-the-1528-2686-24-3-163.pdf (Accessed 10 July 2019).
№ 9 2019
Дата публікації: 2019-09-27
Кількість переглядів: 9627
