Marketing strategies in international business: the case of neuromarketing
At present it is lived in a world that has become a gigantic market, everything is consumption, purchase, sale, exchange of goods and services all the time and every hour, the globalization of the international economy since the late 20th century has allowed The consolidation of multinational companies, industrial societies, commercial or financial strategic alliances being present in different countries of the world, or companies with presence in each corner of the planet.
In that context, traditional marketing has been strive to understand the way in which trade advances by leaps and bounds throughout the world, trying to understand how people react to advertising and the different stimuli of Mix marketing; Where it should be considered that today’s society is characterized by being a consumer society, in which it has gone from going out of necessity, to do so for pleasure, leisure, whim, and socialization.
An unknown that has always raised marketing has been to understand why consumer behavior is usually so changing. Conventional methods such as: qualitative studies, approach groups, in -depth interviews, surveys and questionnaires, are subject to an important subjectivity factor since they depend on the degree of veracity, mood and past experiences of those who participate in these instruments of Data and information collection.
Due to the wide technological development, techniques, methods and tools have been created and improved to facilitate the work of marketing, especially for the interpretation of the records generated by specialized equipment in measurement of brain electric waves, to the degree of being in the possibility of Locate specific brain regions related to processes such as: motivation, pleasure, memory, reasoning, aspirational ideas, and the desire to buy, eliminating the personal subjectivity factor to which the traditional methods of consumer analysis are subject , giving rise to neuromarketing, a new market research field, which studies the neuronal, sensory and motor activity of consumers, at levels: cognitive, affective and responds to marketing stimuli.
This is how neuromarketing is proposed as a marketing strategy used in international businesses, whose efficiency will go beyond the simple analysis of sales, market fees, advertising investment, among others, and will require diving into the so -called ‘black box’ of the consumer and know their perceptions (Baptista, 2010).
Bauman (2017) states that today society is consumerist of desire; Characterized by a lack of sharpness between the object consumed and who consumes it, that is its misery and the key to their triumph, and in this new society the individuals are, simultaneously, the promoters of the product and the product that promote, in this way , only if the beginnings of neuromarketing are studied and observing its efficient application in a business we will understand its power within the consumer.
That is why with this documentary research and direct observation, it will allow to know the effects of neuromarketing as a marketing strategy in international business.
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