COGNITIVE MARKETING AS A MODERN MANAGEMENT STRATEGY

  • V.A. Krykun Institute of International Relations of Taras Shevchenko National University of Kyiv

Abstract

Abstract. The development and essence of the cognitive marketing are considered in the article. Cognitive marketing is based on cognitive psychology, behavioral economics, classical marketing, which, in addition to such synergy, allows to understand more deeply customer's behavior and develop tools of traditional marketing, to help create effective marketing strategies for product positioning and product development. Cognitive psychology examines various mental processes of a person, such as sensation and perception, pattern recognition, attention, learning, memory, concept formation, thinking, speech, emotions, and developmental processes. Behavioral economics combines the study of psychological and economic sciences. Studies in behavioral economics show that in many cases people are not inclined to act under the requirements of neoclassical economics and often show a tendency to completely irrational behavior. Cognitive marketing means the establishment of new needs, not previously assimilated by the consumer of the product, which not only will satisfy the functional tasks of the given product, but will establish a new style and standard of living, that consumers of this product will desire. In the article main effects of cognitive marketing, such as formation of new lifestyle and customer's culture, new rules and practices of using products and behavior within a set situation, new vogue, trends and ways to be unique and trendy by using defined brands are considered. Also, some successful examples of proper usage of cognitive marketing on international market are analyzed.
Key words: cognitive marketing, cognitive psychology, behavioral economics




Author Biography

V.A. Krykun , Institute of International Relations of Taras Shevchenko National University of Kyiv


Ph.D., Associate Professor, Associate Professor at International Business Department




Published
2020-10-17