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Главная   Статьи   2 подхода к прибыли или о «противоречии» маркетинга и продаж (часть 1)

2 подхода к прибыли или о «противоречии» маркетинга и продаж (часть 1)

Любопытные вещи иногда нам помогают понять наши близкие. Совершенно неожиданно, вместе с другом выбирая себе подарок на новый год, я понял, как маркетинг мешает заключать сделки продавцам.

Я четко осознал, почему мы приходим в магазин и как получается, что иногда мы уходим купив ТО, ЧТО хотели и, при этом, остаемся НЕДОВОЛЬНЫМИ! Я увидел стратегию принятия правильного решения, и что нам мешает быть «хорошим покупателем» для самого себя. А также понял, как эффективнее продавать людям, зная эту ловушку «маркетинг- продажи».

Прежде чем я расскажу вам саму историю, которая привела меня к этим открытиям, я хочу напомнить некоторые определения, которыми буду пользоваться.

Итак, что такое маркетинг? Это комплекс мер, предпринимаемых для продвижения товара на рынке от производителя к потребителю. Сюда относится реклама наружная и в СМИ , PR, особенности продукта, побуждающие рассказывать о нем друзьям (вирусный маркетинг), качество продукта (желание купить его повторно), исследование потребительского спроса (партизанский маркетинг, фокус-группы), продвижение в интернете, дистрибьюция и дилерство и др.

Маркетинг воздействует на сознание и подсознание потребителя, формируя у него желание приобрести ту или иную вещь или стать приверженцем того или иного бренда.

Когда будущий покупатель слышит постоянно название того или иного бренда, у него формируется МНЕНИЕ, что это ИМЕННО тот товар, который ему нужен. Демонстрируемые отзывы других, что им «все понравилось», закрепляют это мнение. Здесь действует принцип «Социального доказательства», когда мы предпочитаем то, что большинство, думая, что большинство «не ошибается». Об этом и других законах, на основании которых мы часто принимаем ошибочные решения, я еще расскажу вам в следующих статьях, чтобы вы могли уберечь себя от ненужных трат и действий.

Сила мнения для принятия решения огромна. Известен маркетинговый эксперимент относительно популярности кока-колы и пепси-колы. 1000 человек с завязанными глазами должны были выпить из двух на ощупь одинаковых баночек оба напитка и определить, какой им понравился больше.

90% на вкус понравилась больше пепси (она слаще). Каково же было изумление организаторов эксперимента, когда на вопрос : «что вы выпили?», им не только ответили «коку», но и обвинили их в подтасовке, увидев на своей банке напись «пепси». Это было связано с тем, что тогда кока имела большую популярность и «считалась» вкуснее. Часто продается МНЕНИЕ, а не продукт, к сожалению...

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