The three axes of marketing are Economics, Social Anthropology and Psychology.
The fundamental task of marketing is to deliver a product or service in a convenient time, manner, place and price for the full satisfaction of an identified consumer need.
Some important moments of the economy:
1700-1800 The producer and the consumer were the same person.
1850-1930 A market oriented only to displace the product produced by the already strengthened Industrial Revolution, this is a market oriented to sale.
1930-1945 World War II generates a surplus among the winners of said war and marketing is born as a technique; it is a market oriented to purchase.
1960 D. McCarthy implements the Product, Price, Place and Promotion marketing mix.
1960-1980 They finally realize that the importance is to direct the purchasing process towards the consumer and not to quality, price or service but to full customer satisfaction.
1980-2008 Neurosciences intervene through magnetic resonance scanners to "photograph" brain stimuli prior, during and after the exposure of a message, logo, or any iconographic representation of a brand.
Neuroscience explains the way in which the central nervous system is organized so that the different intrapersonal communication systems are integrated so that the consumer accepts or at least takes into account a message issued by the advertiser.
During the first works carried out, we can deduce that neuromarketing identifies the biological reaction of the consumer during the purchase decision.
It should be noted that Maslow had already identified the different intrinsic needs in the Human Being, so that society through ways, uses, games and customs transforms needs into desires.
I will also emphasize that marketing is not the same as marketing, since marketing in its essence serves to analyze the information obtained from a specific market and marketing is the optimization of communication to get the message to the consumer in that market.
I am grateful to Bernard Schmitt from Columbia Business School and Alex Simonson from Georgetown University for sparking the interest of neurosciences in the tasks of the marketer so that the Stars of marketing realize that marketing does not sell, sales do not sell, who buys is the consumer. Thanks to the fathers of neuromarketing.
And if you are one of those marketing stars looking for recognition in the next awards, sacrificing total customer satisfaction and the advertiser's budget, be careful, because someone may treat you like a consumer.
Let's stop selling products or services, let's sell Experiences; in the end, an experience stays longer in the consumer's mind!
