Work
After serving on the faculty of Northwestern University’s Kellogg School of Management (1968–1975) and on the faculty at the University of Pittsburgh (1975–1991),Zaltman was named the Joseph C. Wilson professor of Business Administration at Harvard Business School in 1991.
While at Harvard,Zaltman was awarded U.S. patent 5,436,830 for the Zaltman Metaphor Elicitation Technique (ZMET) in 1995,served as Director of the Seeing the Voice of the Customer Laboratory at Harvard Business School,and was co-director of the HBS Mind of the Market Laboratory.
In 1997,he and Jerry Olson from Penn State University's Smeal College of Business co-founded Olson Zaltman Associates,a market research and consulting firm that has worked with many Fortune 500 corporations including Procter &Gamble,Coca-Cola,Frito-Lay,Audi,Kraft,and Cisco.
Deep metaphors are unconscious "basic orienting structures of human thought" that affect how people process and react to information or a stimulus. They manifest themselves in surface metaphors used in everyday language and conversation;when grouped they constitute clues to what deep metaphor a person is using to frame or understand a topic (see Framing). Deep metaphors can be used in a marketing context to help marketers communicate more effectively to consumers about a brand,product,or topic with the same viewing lens,or deep metaphor,their consumers are already using. [2]
Cognitive linguists have written about the relationship between metaphor and its impact on the mind,specifically George Lakoff and Mark Johnson in Metaphors We Live By [3] and Zoltan Kovecses in Metaphor:A Practical Introduction.. [4] In Zaltman's book,Marketing Metaphoria,he outlines what he calls the seven giants or the most basic and most recurring deep metaphors :journey,balance,container,connection,resource,control,and transformation. There are others such as force and paradox which are less common. [5]
Zaltman Metaphor Elicitation Technique is the first patented market research tool in the United States. ZMET is a technique designed to elicit metaphors using a series of steps and non-directive probing. [6]
Origin and patent
ZMET was born during a trip Zaltman took to remote areas of Nepal in 1990. He gave locals,who had never taken photos before,cameras to take pictures of important things and events in their lives. For example,in some cases,the assignment was:What photos would you take if you wanted to show someone else what life was like here? Two weeks later he returned to the regions covered initially,gave copies to the photographers,and interviewed them about the meaning of their photos. Zaltman realized just how powerful the use of images “owned”by those being interviewed were in gaining a deep understanding of their implicit or tacit assumptions and beliefs. Zaltman noticed,for example,that they often cut off the feet of people appearing in their images. It was discovered that this was deliberate. The Nepalese did not want to embarrass their friends and neighbors by showing their bare feet,which was a sign of poverty,and for this reason deliberately chose to leave it out of the photographic record. [7]
Development
Zaltman began to wonder how this kind of insight could be used to gather consumer insights. In 1993,he formed the Seeing the Voice of the Customer Lab at Harvard Business School,and,in 1997,it was renamed the Mind of the Market Lab.
ZMET draws on a variety of disciplines including neurobiology,psychology,semiotics,linguistics,and art theory to elicit metaphors that can reveal how a person conceptualizes a given topic. Metaphors are a way of learning or understanding a new piece of information by comparing it to a known piece of information (see Conceptual metaphor). [8]
Applications
ZMET focuses on explaining the "why" behind the "what" of consumer behavior,allowing it to be used in a variety of applications from product development to communications evaluation. Increasingly,it is being used to address issues faced by non profit organizations and to address organizational matters. [9] : 140–141, 254
Marketing is the act of satisfying and retaining customers. It is one of the primary components of business management and commerce.
Marketing research is the systematic gathering, recording, and analysis of qualitative and quantitative data about issues relating to marketing products and services. The goal is to identify and assess how changing elements of the marketing mix impacts customer behavior.
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Market research is an organized effort to gather information about target markets and customers: know about them, starting with who they are. It is an important component of business strategy and a major factor in maintaining competitiveness. Market research helps to identify and analyze the needs of the market, the market size and the competition. Its techniques encompass both qualitative techniques such as focus groups, in-depth interviews, and ethnography, as well as quantitative techniques such as customer surveys, and analysis of secondary data.
In marketing, brand management begins with an analysis on how a brand is currently perceived in the market, proceeds to planning how the brand should be perceived if it is to achieve its objectives and continues with ensuring that the brand is perceived as planned and secures its objectives. Developing a good relationship with target markets is essential for brand management. Tangible elements of brand management include the product itself; its look, price, and packaging, etc. The intangible elements are the experiences that the target markets share with the brand, and also the relationships they have with the brand. A brand manager would oversee all aspects of the consumer's brand association as well as relationships with members of the supply chain.
Marketing communications refers to the use of different marketing channels and tools in combination. Marketing communication channels focus on how businesses communicate a message to its desired market, or the market in general. It is also in charge of the internal communications of the organization. Marketing communication tools include advertising, personal selling, direct marketing, sponsorship, communication, public relations, social media, customer journey and promotion.
Neuromarketing is a commercial marketing communication field that applies neuropsychology to market research, studying consumers' sensorimotor, cognitive, and affective responses to marketing stimuli. The potential benefits to marketers include more efficient and effective marketing campaigns and strategies, fewer product and campaign failures, and ultimately the manipulation of the real needs and wants of people to suit the needs and wants of marketing interests.
Philip Kotler is an American marketing author, consultant, and professor emeritus; the S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University (1962–2018). He is known for popularizing the definition of marketing mix. He is the author of over 80 books, including Marketing Management, Principles of Marketing, Kotler on Marketing, Marketing Insights from A to Z, Marketing 4.0, Marketing Places, Marketing of Nations, Chaotics, Market Your Way to Growth, Winning Global Markets, Strategic Marketing for Health Care Organizations, Social Marketing, Social Media Marketing, My Adventures in Marketing, Up and Out of Poverty, and Winning at Innovation. Kotler describes strategic marketing as serving as "the link between society's needs and its pattern of industrial response."
Marketing effectiveness is the measure of how effective a given marketer's go to market strategy is toward meeting the goal of maximizing their spending to achieve positive results in both the short- and long-term. It is also related to marketing ROI and return on marketing investment (ROMI). In today's competitive business environment, effective marketing strategies play a pivotal role in promoting products or services to target audiences. The advent of digital platforms has further intensified competition among businesses, making it imperative for companies to employ innovative and impactful marketing techniques. This essay examines how various types of advertising methods can be utilized effectively to reach out to potential consumers
The following outline is provided as an overview of and topical guide to marketing:
Digital marketing is the component of marketing that uses the Internet and online-based digital technologies such as desktop computers, mobile phones, and other digital media and platforms to promote products and services. Its development during the 1990s and 2000s changed the way brands and businesses use technology for marketing. As digital platforms became increasingly incorporated into marketing plans and everyday life, and as people increasingly used digital devices instead of visiting physical shops, digital marketing campaigns have become prevalent, employing combinations of search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing, e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, e-books, and optical disks and games have become commonplace. Digital marketing extends to non-Internet channels that provide digital media, such as television, mobile phones, callbacks, and on-hold mobile ringtones. The extension to non-Internet channels differentiates digital marketing from online marketing.
The study of the history of marketing, as a discipline, is meaningful because it helps to define the baselines upon which change can be recognised and understand how the discipline evolves in response to those changes. The practice of marketing has been known for millennia, but the term "marketing" used to describe commercial activities assisting the buying and selling of products or services came into popular use in the late nineteenth century. The study of the history of marketing as an academic field emerged in the early twentieth century.
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A target market, also known as serviceable obtainable market (SOM), is a group of customers within a business's serviceable available market at which a business aims its marketing efforts and resources. A target market is a subset of the total market for a product or service.
The Zaltman metaphor elicitation technique (ZMET) is a market research tool. ZMET is a technique that elicits both conscious and especially unconscious thoughts by exploring people's non-literal or metaphoric expressions. It was developed by Gerald Zaltman at the Harvard Business School in the early 1990s. As Zaltman described it, "A lot goes on in our minds that we're not aware of. Most of what influences what we say and do occurs below the level of awareness. That's why we need new techniques: to get at hidden knowledge-to get at what people don't know they know." The technique has been used by academic researchers and for marketing purposes to study a variety of topics related to both marketing and the social sciences.
Elicitation may refer to:
Yoshinori Fujikawa is a Japanese academic and economist. He is an Associate Vice President at Hitotsubashi University, and serves as Associate Professor and MBA Program Director at Hitotsubashi University Business School, School of International Corporate Strategy.
An annoyance factor, in advertising and brand management, is a variable used to measure consumers' perception level of annoyance in an ad, then analyzed to help evaluate the ad's effectiveness. The variable can be observed or inferred and is a type that might be used in factor analyses. An annoyance effect is a reference to the impact or result of an annoying stimulus, which can be a strategic aspect of an advertisement intended to help a message stick in the minds of consumers. References to annoyance effects have been referred to as annoyancedynamics. While the words "factor" and "effect", as used in the behavioral sciences, have different meanings, in casual vernacular, they have been used interchangeably as synonymous. A more general or umbrella term would simply be advertising annoyance.
Kathryn LaTour is an American academic, researcher and author. She is an applied cognitive psychologist and currently serves as the Banfi Vintners Professor of Wine Education and Management at the School of Hotel Administration within Cornell University’s SC Johnson College of Business.
