Behavioral Science Concepts in Marketing
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This paper reveals the behavioral science concepts that two competing brands, BMW and Kia, utilize in their marketing campaigns. The paper discusses marketing artifacts, marketing campaigns, advertising campaigns and the product positioning of each company, and includes color photographs of advertisements. The paper concludes that BMW seems to have marketing campaigns that are more effective.
From the Paper:"Behavioral science explores the interactions and activities of humans. This exploration is strategic. Scientists analyze the behavior of humans through controlled experiments. The key to these experiments is to make the subjects, situations, and environments seem as natural as possible. Furthermore, behavioral sciences explore the decision process of humans. Included in behavioral sciences are various fields such as ethology, semantic networks, social psychology, social cognition, psychobiology, dynamic network analysis, microsimulation, social neuroscience, psychology, and cognitive science. Behavioral science can be further divided into two categories which are neural and social. Neural involves information sciences and social involves relational sciences.
"There is an abundance of background information, regarding the automotive industry, which influences the use of behavioral science concepts. These include, but are not limited to: the size of the market, shares of the market, sales volumes, profitability, size of firms, and segments. Records from IHS Automotive and LMC Automotive indicate that there were a total of 75 million cars sold in 2011. (Reese, 2010) The shares of the market in the United States were divided among 5 top automakers. General Motors accounted for 19.4 percent of the market in 2011. Ford followed with 16.5 percent. The foreign carmaker, Toyota, accounted for 12.6 percent of the market share. The fourth and fifth spot were maintained by Chrysler with 10.5 percent of the market share and Honda with 9.7 percent of the market share. (Reese, 2010)"
Sample of Sources Used:
- Cude, B., Love, D., Paul, R., & Scuchardt, J. (2009).Consumer Reports: Car Buying Guide. Center For Advancing Health.
- Einstein, P. (2010). Kia Moves to Change Its Image, Hamsters and All. MSNBC News.
- Finocchiaro, P. (2010). Kia claims mobile advertising outperforms traditional web campaigns. Mobile Marketer.
- Forst, R. (2011). Electrifying the Automobile Variations . Wir Leben Autos.
- Goyal, M. (2012). How BMW, Mercedes & Audi stack up and what their strategies are. The Economic Times.
Cite this Term Paper:
Behavioral Science Concepts in Marketing (2013, July 12) Retrieved November 21, 2019, from https://www.academon.com/term-paper/behavioral-science-concepts-in-marketing-153609/
"Behavioral Science Concepts in Marketing" 12 July 2013. Web. 21 November. 2019. <https://www.academon.com/term-paper/behavioral-science-concepts-in-marketing-153609/>