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D.O.C. Marketing - Desejos Ocultos Do Consumidor: Tipos Psicológicos - Um passo além do neuromarketing
Paperback
Publisher: Independently Published
Published: Nov 6 2024
Pages: 310
Weight: 0.92
Height: 0.65 Width: 6.00 Depth: 9.00
Language: Portuguese
D.O.C. Marketing é um livro direcionado tanto a profissionais de marketing mais experientes, quanto a estudantes que se interessam pela análise de comportamento do consumidor e os fatores psicológicos que envolvem esse processo.
Apesar de todas as atuais teorias que tratam dos estudos e análises do comportamento do consumidor, observa-se que grande parte dos novos produtos, e boa parcela das campanhas de marketing, acabam por não atingir os objetivos almejados. O que, por vezes, acaba trazendo prejuÃzos irreversÃveis à s empresas envolvidas. Por outro lado, outros produtos, mesmo não tendo sido submetidos à s análises adequadas, surpreendentemente obtém sucesso inesperado.
Diante dessa aparente aleatoriedade, pode-se questionar até que ponto os princÃpios e teorias sobre comportamento do consumidor estão sendo efetivos para se atingir os resultados almejados. Poderiam haver elementos importantes do composto de marketing ainda ocultos para os analistas? Ou ainda, aspectos psicológicos do comportamento humano que não estão sendo considerados pelas teorias atuais, tornando imprecisas as conclusões dos estudos e análises? Poderiam, tais resultados, estarem derivando, em grande parte, apenas do universo das probabilidades?
Considerando as grandes somas de investimento em novas campanhas, assim como no desenvolvimento e lançamento de novos produtos, uma análise mais profunda destas questões é de fundamental importância, pois tal inconsistência pode se tornar fatal para a sobrevivência das empresas envolvidas.
Talvez seja o momento de se trazer algum elemento novo para esse jogo de possibilidades, com o objetivo de quebrar alguns paradigmas e nos levar a um novo nÃvel de conhecimento.
Com essa intenção, o autor utiliza o termo D.O.C. Marketing para expressar a aplicação de uma sistemática especÃfica de análise da psicologia humana, com o fim de desvendar as impressões e desejos mais profundos, perenes e ocultos de um grupo de indivÃduos, no que tange seu relacionamento com marcas ou produtos comerciais e todas as ações de marketing envolvidas no processo.
Para atingir este objetivo, utiliza-se do conhecimento da Psicologia AnalÃtica, desenvolvida por Carl Jung - psiquiatra e psicoterapeuta suÃço, que revolucionou a história da psicologia ao criar os conceitos de inconsciente coletivo, arquétipos e individuação. As abordagens e conceitos desenvolvidos e utilizados por Jung, ao serem direcionados para os aspectos da percepção humana envolvidas nos processos de marketing, permitem a detecção de tendências, comportamentos e desejos de uma forma mais profunda, podendo nos levar bem próximos ao que talvez seja possÃvel chamar de nascedouro das necessidades e desejos subconscientes do ser humano. Conhecer os processos internos pelos quais passam as informações recebidas pelo indivÃduo é muito importante para que se possa prever suas mais prováveis reações. A boa notÃcia é que, para isso, não é necessário a utilização de equipamentos especializados ou laboratórios especÃficos. Os tipos psicológicos desenvolvidos por Jung trazem em si suas caracterÃsticas intrÃnsecas, bastando para o profissional de marketing aplicar um questionário para a identificação de cada um.
A partir daÃ, o trabalho é conhecer esses novos aspectos humanos, tornar-se hábil para identificá-los e estratégico para atendê-los. Como resultado, seremos capazes de evitar ao máximo eventuais dissonâncias cognitivas, pré e pós-venda, e poderemos proporcionar aquele conforto extra ao atender também necessidades psicológicas ocultas ao próprio consumidor, de forma que nossos produtos ou serviços sejam sempre sua melhor escolha!
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