In these times in which it has been evolving more both biologically and psychologically, it is not indifferent for experts to find rapport between different phenomena that occur daily and between which the axis and driving motor of their activities is the human individual, this is the case of subjects as different as Psychology and Marketing, but not for that reason opposed or in conflict, since one is nourished by another and in turn they are inspiring sources among themselves.
Although it could be said that the center of marketing is the study of the market, which could be a dogma, ignoring the human being as its center of study and as the center of the market, although of course, in these times nobody disputes it. We must identify marketing as the social process through which different types of individuals come together with their latent needs, which can be satisfied by certain goods and services, these are related in the market exchanged goods with one value for another. It should be added to this that these individuals are governed by a conscience, thoughts, personalities, which are determined in their psyche, that is, they have different psychologies and ways of showing it in society.
The production and classes of each system, with its needs and trends, as well as its behavior determine the lines of development of the sciences. Society is shaped by man, although it should be noted that it is the variables that drive it that determine it. There are three psychological categories of great importance in man's behavior, these are: consciousness, thought and personality.
Awareness
What do we understand by conscience? It can be said that it is the highest level of the psyche conditioned to the social situation, where knowledge and emotions are synthesized, thus allowing the development of motivational categories that establish the purpose of man's activity.
A marketing specialist must work with mechanisms that can shape the conscience of the man responding to his expectations, if we place ourselves in the market, the individual, in this case the client, we analyze him as a conscious entity of the need he wants to satisfy and what you need to achieve it, we can work in the hierarchy of the product to be able to respond to your perception. Well, this client is based on his memory, his level of attention, aspects that determine the facilitation of his activity on the basis of previous experiences, that is, he arrives at the market predisposed to achieve the proposed purpose. Once your wishes can be identified, you can work on how to satisfy them by discovering your family of needs,which will respond to a certain family of products to respond to that underlying basic need, which based on the previously identified habits of the client (already segmented market) will establish the line, type of product and the brand, which is what will condition their identification and provide the individual to form the previous experience, the habit and the habit of repetition, also obtain loyalty from the client and create the need in the individual permanently that is satisfied only through the product.the habit and the habit of repetition, in addition to obtaining loyalty from the client and creating the need in the individual permanently that is satisfied only through the product.the habit and the habit of repetition, in addition to obtaining loyalty from the client and creating the need in the individual permanently that is satisfied only through the product.
The thought
Thought has the quality of consciously orienting itself towards a certain end, which is established from certain motivational needs. How to direct human thought? Well, it is obvious, creating needs, which arise through the social bond in which the potential client develops, and the development of science and technique according to the historical-cultural development. Once this need is created through the emergence of a new product or service according to technological development, the marketing specialist must be capable, through all the tools he has for his work,to influence the conscience of the client to create the motivation that leads him to try it and that manages to impregnate in him motivational affective feelings that allow influencing his thinking and his need for this good.
This category is very important in its link with marketing, its study is aimed at determining the internal causes that lead to the formation of some cognitive results. Having well defined how to influence the customer's thinking, you can create orientation and loyalty to the product, which will facilitate the work, in addition to having a well-segmented market and well studied with the own marketing tools, if you know how to influences customer awareness and thinking, launching a new product or service will have little or no risk of failure.
In a marketing campaign, based on the study of the individual's knowledge, we must bear in mind the basic elements of its study: comparison, analysis, synthesis, abstraction, generalization and concretion.
In the comparison, the individual confronts equalities and differences between objects or situations, based on external qualities and relationships and later on the basis of more essential elements; Knowing how to identify these elements is the kit of the matter when trying to orient it to the product you want, this implies analysis and synthesis.
In the analysis the object in question is scrutinized in all its parts and links, all its peculiarities are discovered identifying which are attractive and which are not, in the case of the product, it is dimensioned.
The synthesis is the reconstitution of this product based on the results of its analysis.
Abstraction is the separation of an element or quality of the product from the rest of its components, defining the most essential characteristic that constitutes the reason for attracting it, is what distinguishes it.
Generalization extends the quality or abstracted link to all products of a given genre, which will facilitate identification with the brand abstracted by the client, an element to be applied to other specific products, or that constitutes concretion.
To study the logic of these phenomena concepts, judgments and reasoning or conclusions are determined.
Concepts are the result of thinking, in them the abstraction of the generalized essential elements of objects and phenomena and their particular application to each of them is implicit, in the concept of the shoe product its essential qualities are implicit, regardless of the material, Shape; We must think of the power of the specialist to mold or expand these qualities and create a new concept according to his purposes, in this example that is not only to cover and protect the feet, but to guide him to a more commercial and consumer path.
The judgments reflect an opinion on the existing connections between the objects and phenomena of reality or between their own characteristics, it is a very important trait and of great care in marketing, since it creates a market and being a conclusion drawn from that of the valuation of a concretion, the individual extends his opinion or experience of a product of a line to all the others, this leads to the finish that must be had in the manufacture of each product without neglecting its quality, even if it is not a star product or dairy cow in the business portfolio because this could create a negative image for a whole line, in this process the category of reasoning or conclusion comes in, which refers to the formation of a new trial after the comparison or relationship of several of they ex:The products of the Camerata cosmetic line are of quality, so this Camerata lipstick is of quality.
The personality
It is the last of the main categories that we will analyze, since it becomes the point of conversion of all the analyzed categories because this is the reflection in the individual of the internal process of consciousness and thought, it is the way in which the man in society and the environment in which he operates, reflects such important aspects in human thought and consequently in the development of marketing management and in strategic diagnosis such as needs, motivation, orienting trend of personality and self-worth.
Need and Motivation
The center of marketing management is to identify the latent needs of customers and seek to satisfy them. Human needs are the main strength of the activity of the personality, these have a social character since many depend on the demands of society, so it is necessary to highlight again the importance of having well-segmented markets in order to find their niches.
The needs for their origin are natural and cultural, and for their material and spiritual objects. The natural ones respond to the requirements of the maintenance of life, and although in principle they are what man has always had, they change the ways and instruments for their satisfaction so that the needs themselves undergo modifications, and here their historical-social character that It goes hand in hand with the convulsive environment in which man develops, technological changes, innovations, among others.
Material needs reflect dependence on material objects (clothing, houses, etc.) and spiritual needs gratify the moral man, consciously and mentally, these can also be met by a material object. The emergence of new products and services create new ways of satisfying these needs and also create another.
A cultural need by its origin can be spiritual or material. In the development of man, a relationship is established between his needs and the objects that satisfy him, so that these become objectives of those who are in the market for goods and services where the marketing specialist can influence the level, the time and the composition of the demand created by the customer's need for the product.
Motivation is determined by the relationship between the needs and the objective conditions of the environment that allow them to be satisfied, which constitutes the motives for all human activity. It is one of the most important aspects of personality and the essence of its characteristics.
In the marketing activity we have enough tools to create motivation, communication variables (advertising, promotion, sales teams, PR) play an important role. Knowing how to influence the conscience and motivate the client, having an attractive message that generates expectations in the promotion campaign, are activities that can mediate positively or negatively, the ability of the marketing executive and his communication team is paramount in this appearance.
Guiding Trend of Personality
It is the highest level in the motivational hierarchy of personality formed by the motives that guide it towards its essential goals in life1
These well-defined personality trends are keys to success in marketing management, having knowledge of where current customer preferences are directed reduces the risk of introducing new products to the market, having products that motivate the customer, who is pay greater importance than is necessary to achieve its objectives and that respond to its social orientation, they are a guarantee of profitability for the company.
Self-assessment
The client is in constant interaction with the environment that surrounds him and the society in which he lived, the content that passes to his self-consciousness has a sense of value, these can react negatively or positively, depending on the individual's personal scheme which is reflected in the society and the cultural environment in which it operates. Having defined and clear cultural trends in the segmented market in which the executive carries out its activity is a vital question and the type of product that can be presented to it depends to a great extent, for example, a musical product: classical music. In some sectors it is pleasure and self-gratification to consume it, but in other markets it can be ignored or even rejected.
Personality Development
Man is a biological being who, at birth, has distinctive features that can be part of his personality and these can be molded in his interaction with the environment and the historical framework in which he develops, playing a determining role in the family, the school and society.
There are certain cultural values that can be impregnated in society and are highly persistent, but a consumerist culture can be shaped according to these fundamental values, presenting products that respond to them. Man as the axis of society perceives the world through his analyzers and these perceptions have an emotional polarity directly related to his needs, which motivates a certain behavior in the development of his personality, and the importance of the strategic diagnosis of marketing in the analysis of the microenvironment working in the Demographic and Cultural force in which the tendency to which society is oriented, the beliefs it outlines, what are its values and social norms must be well determined,and the ability of the company to influence them or adjust to their demands.
Bibliography
- Castro-López Ginard, Hiram and co-authors. Psychiatry III. Editorial Pueblo and Education. 1989.
