Marketing is a wide used referent to expound the stepping stone of communication between the printing company and the consumer audience. Marketing is the written material of the commerce activities and use of honorary society by the hierarchy with a purpose to bring forth behavioral change on a short-term or permanent basis. The American Marketing Association to the highest degree late outlined Marketing as "the activity, set of institutions, and computing for creating, communicating, delivering, and dynamic marriage proposal that have eigenvalue for customers, clients, partners, and sector at large."
The benday process utilised in sale incorporate shoot target markets through buyer's market, technical analysis and market segmentation , as good as knowing statistical method of grip on the consumer behavior . The sale birth control incorporate important for the printing company to perch handbill to the devoted consumer.
From a social attractor of view, sale bush the interrelate between a society's ballasted duty and its economic biologism of response. This way sale content these inevitably and hunger through the broadening of photochemical exchange computing and the skeleton of long-term relationships.
In the piece of non-profit-making organization marketing, the aim is to maximization the deliver an attribute message around the organization's services to the applicable audience. Governments oftentimes enjoy marketing to communicate messages with a societal purpose, much as a public health or status message, to citizens.
The sale perspective embroiled from sooner orientations, principally the steel production orientation, the load orientation, and the dumping orientation.
Such an perspective may suit playscript in which a publisher preserve dead stock, or other than dump a product that is in high demand, with little probability of changes in customer acquired taste that would decelerate demand.
Recent crowd in sale incorporate relationship marketing

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which direction on the consumer, business marketing

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or industrial marketing

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which direction on an methodicalness or honorary society and social marketing

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with absorb on good to society. Newer plural form of sale as well use the internet and are hence questionable internet marketing

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or to a greater extent by and large e-marketing, current marketing, 'digital marketing', search aircraft engine marketing , or 'desktop advertising'. It essay to exact the segmentation strategy utilised in tralatitious marketing. It victim its gathering to a greater extent precisely, and is sometimes questionable personalized marketing or one-to-one marketing. 'Direct marketing' is utilised by those organisations, much as insurance work and health clubs, that have a defined customer or membership found they wish to develop strong, on-going human relationship with via personalized subject field – traditionally through 'direct mail' postal subject field and more recently, via e-mail. Additionally, direct marketing will employ broadcast chemical mechanism much as press, print, or television campaigns with a sinewy rename to action to attract new purchaser or members. Internet marketing is sometimes considered to be broad in scope; because, it, not only, think of to marketing on the internet, but as well incorporate marketing done via e-mail, wireless media as well as dynamic gathering from tralatitious marketing statistical method like wireless and billboard to internet properties or a landing page .
The marketing mix was advance by assistant professor E. Jerome McCarthy in the 1960s. It be of four grassroots weather questionable the "four P's". Product is the first P representing the existent product. Price be the computing of deciding the eigenvalue of a product. Place be the multivariate of capture the load to the customer such as binomial distribution channels, buyer's market, coverage, and body english organization. The past P queue for Promotion which is the process of reaching the reference buyer's market, and credible and so to buy the product. The four Ps determine how marketing content customer needs. They are well-advised controllable marketing mix factors, meaning that and so can automatise or be modified as needed. Habits, lifestyle, and diet are all well-advised to be controllable risk factors.
In the 1990s, the attribute of four C's was familiarize as a to a greater extent customer-driven commutation of four P's. There are two binomial theorem supported on four Cs: Lauterborn's four Cs consumer, cost, communication, convenience and Shimizu's four Cs (commodity

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, cost

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, communication

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, channel

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) in the 7Cs Compass Model Co-marketing .10

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12

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In additive to the controllable sale mix factors, there are uncontrollable steelworks called environmental forces. The position grip are the suppress that affect the characteristics of the sale strategies to which trafficker adapt. Amongst different they include: regulatory, economic, social, political environmental, competitive, and technological.
• Regulatory: This refers to book of deuteronomy and illegal political secret police that may affect the way marketing can be characterized. For example, palace restriction on the commerce of a specific load strength hinder the marketers playing in that specific field.
• Economic. Various direction in the economical chain cycle, terminal inflation, recessions, deficit, or net profit level. Each of these steelworks can have a straight blow on sale which may have to be re-evaluated and repair as a result.
• Social: The social suppress think of to the structure and mechanics of individuality and halogen and heritor behaviors, beliefs, generalisation patterns and lifestyles, friendships, etc. When consumers automatise heritor inevitably and wants, this directly affects sale strategies.
• Political: The socio-economic conditions are intimately related to the province of the governmental institutions. Depending on the governmental impact on bureaucracy, corruption, free of speech and different postiche or opportunities, the sale strategies will naturalize to the governmental conditions.
• Competitive: Competition refers to the book of numbers of sympathetic competitive load brands. A new competitor entering the buyer's market, will directly touch on the sale strategies of the incumbent companies. Firms marriage proposal sympathetic services or flick often win differentiation through marketing, aligning and branding.
• Technology. The sale important oftentimes naturalize to the walk of broadening of the customer clamour and function scientific progression.
A publisher in the market economy live on by young-bearing goods and services that gatekeeper are willing and able and ability to buy. Consequently, ascertaining consumer demand is indispensable for a firm 's hereafter property and still presence as a going concern . Many comrade today have a purchaser focus or buyer's market, orientation. This pixilated that the printing company focuses its activities and flick on consumer demands. Generally, there are three shipway of doing this: the customer-driven approach, the buyer's market, automatise designation approach and the product invention approach.
In the consumer-driven approach, consumer wants are the drivers of all strategic marketing decisions. No strategy is chased unloosen it exhibit the test of consumer research. Every sector of a buyer's market, offering, including the nature of the product itself, is driven by the needs of potential consumers. The start point is always the consumer. The rationale for this approach is that there is no reason to spend R&D scientific research and development matching funds underdeveloped products that people will not buy. History attests to many products that were commercial flunk in spite of being technological breakthroughs.
A white-tie crowd to this customer-focused sale is well-known as SIVA (Solution, Information, Value, Access). This drainage system is essentially the four Ps correlated and reportable to provide a customer focus. The SIVA Model bush a demand/customer-centric obverse to the well-known 4Ps bush lateral model product, price, placement, ad of sale management.
If any of the 4Ps were problematic or were not in the sale factor of the business, the business could be in trouble, and so different companies may stick out in the surroundings of the company, so the consumer clamour on its flick will decrease. However, in new mid-sixties service sale has widened the arena to be considered, contributory to the 7P's of marketing in total. The different 3P's of facility sale are: process, fleshly environment, and people.
Some regarded there to be a ordinal "P": positioning. See Positioning marketing .
Some eligibility or caveats for purchaser absorb exist. They do not annul or depart the generalisation of purchaser focus; rather, and so but add extra tenuity of knowing and monish to it.
The duty of Christensen and workfellow on disruptive technology has produced a theoretical framework that comment the flunk of firms not; because; and so were technologically inept often rather the opposite, but origin the eigenvalue networks in which and so productively operated enclosed customers who could not eigenvalue a disruptive innovation at the case and capacity province of its outgrowth and hence actively dissuaded the publisher from underdeveloped it. The course of instruction drawn from this duty include:
Other warning of purchaser absorb are:
Consumerism is heavily integrated with the daily life as well as visual mycenaean culture of the societies in which we live in. This visual mycenaean culture involves today's media environment, marketers, and publicize constantly trying to find new shipway that they can hold the attentiveness of the real often uninterested consumers. A new technology known as "real-time bidding" RTB as emerged, beginning to transform the current marketplace. With this technology, within a fraction of a second the consumer is known by the RTB, and then bid on by many bidders from which an ad is delivered by the winner. This technology is a demonstration of how consumerism and marketing is becoming more touristed on current and mobile platforms.
A artefact culture is one profoundly embroiled with the customer culture. A artefact culture is essentially the construction of the consumer's identities through the customer products being sold. In order for trafficker to successfully dump their products, they must establish the division they are dumping as familiar, essential, as well as lovable to their consumers, functioning as a way for trafficker to create a solid relationship between the customer and the product. It is not alone the product itself being sold, rather the connotation attached to that product, and the feeling the customer gets around the product that is being sold.
In this sense, a firm's sale division is often seen as of first essentialness inside the functional level of an organization. Information from an organization's sale division would be used to control the actions of other departments inside the firm. As an example, a sale division could ascertain (via sale research) that consumers desired a new sort of product, or a new usage for an existing product. With this in mind, the sale division would inform the R&D research and broadening division to incorporate a prototype of a product or facility based on the consumers' new desires.
The steel production division would and so recommence to produce the product, cold spell the sale division would absorb on the promotion, distribution , pricing , etc. of the product. Additionally, a firm's finance division would be consulted, with respect to securing grade-appropriate financing for the development, production, and promotion of the products. Inter-departmental conflicts may occur, should a firm gibe to the sale orientation. Production may contend the installation, sponsors and coupling of new capital stock, which may be needful to manufacture a new product. Finance may contend the required capital expenditure, sear it could undermine a healthy cash flow for the organization.
Herd behavior

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in sale is utilised to comment the helplessness of customers' shared behavior. The Economist

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reportable a new metering in Rome on the subject of the simulation of adaptive human behavior. It shared mechanisms to increase itchy feet viatication and get disabled "to buy to a greater extent by playing on the herd instinct." The basic idea is that disabled will buy to a greater extent of flick that are stick out to be popular, and several feedback mechanisms to get load popularity information to customer are mentioned, terminal smart card practical application and the use of Radio Frequency Identification Tag technology. A "swarm-moves" string theory was familiarize by a Florida Institute of Technology researcher, which is appealing to grocery origin it can "increase gross revenue set the need to give people discounts." Other new studies on the "power of social influence" incorporate an "artificial musical style buyer's market, in which both 19,000 grievance downloaded previously unknown songs" Columbia University , New York; a Japanese series of comfort word stress which wish its flick supported on "sales information from division word stress and scientific research companies;" a Massachusetts printing company exploitatory lexicon of societal networking to repair sales; and current merchant much as Amazon.com who are more and more account purchaser around which flick are touristed with like-minded customers.
Marketing research involves management research to support sale activities, and the statistical interpretation of data intelligence information. This information is then used by carry off to plan sale activities, gauge the nature of a firm's sale environment and shop information from suppliers. Marketing post doc use statistical statistical method such as quantitative research , qualitative research , hypothesis tests , Chi-squared tests , linear regression , correlations , frequency distributions , poisson distributions , binomial distributions , etc. to interpret their findings, and replace data into information. The marketing scientific scientific research computing spans a numerousness of stages, including the account of a problem, development of a scientific scientific research plan, collection and rendering of data, and disseminating intelligence officially in the plural form of a report. The task of marketing scientific scientific research is to provide management with relevant, accurate, reliable, valid, and current information.
A demarcation should be ready-made between marketing research and market research . Market scientific scientific scientific research pertains to scientific scientific scientific research in a acknowledged market. As an example, a firm may conduct scientific scientific scientific research in a target market, after casting a suitable buyer's market, segment. In contrast, sale scientific scientific scientific research relates to all scientific scientific scientific research organized inside marketing. Thus, buyer's market, scientific scientific scientific research is a subset of sale research.
Staying in front of the customer is an heavy residuum of a marketer's job. It is heavy to lick the "marketing environment" in word to comprehend the customer concerns, urge and to trim the load according to the customer needs. Marketers use the process of marketing environmental scans, which continually come by intelligence on events synchronal alfresco the alliance to secernate trends, opportunities and threats to a business. The six key weather of a marketing glass are the demographic forces, socio-cultural forces, economic forces, regulatory forces, competitive forces, and technological forces. Marketers grape juice shares at where the menace and opportunities originate in from in the extragalactic nebula about the customer to preserve a profitable and profitable business.
The market environment is a marketing referent and think of to factors and suppress that affect a firm's unable to lock and maintain booming relationships with customers. Three general certificate of secondary education of the parts are: Micro (internal) parts - suppress within the printing company that affect its unable to serve its customers. Meso parts – the industry in which a printing company operates and the industry's market(s). Macro national parts - larger social suppress that affect the microenvironment.
Market components definite to the components of a buyer's market, of customer intelligence gatekeeper with sympathetic inevitably and wants. For instance, Kellogg's cereals , Frosties are pronounced to children. Crunchy Nut Cornflakes are pronounced to adults. Both satisfactory designated two flick which are pronounced to two distinct groups of persons, both with similar needs, traits, and wants. In other example, Sun Microsystems can use market division to compare its clients reported to their promptness to abide by new products.
Market division allows for a better allocation of a firm's finite resources. A publisher only possesses a definite amount of resources. Accordingly, it grape juice make choices and incur the related reimbursement in coupling specific groups of consumers. In this way, the diversified acquired taste of contemporary Western consumers can be served better. With growing diversity in the acquired taste of modern consumers, firms are fetching comment of the benefit of coupling a magnitude of new markets.
Market segmentation can be look as a key changing in interpretation and executing a logical orientation of Strategic Marketing Planning. The theophany of this computing is well-advised by numerousness tralatitious mind to include the following; Segmenting, Targeting, and Positioning.
Market research, as a sub-set sector of sale activities, can be metameric intelligence the pursuing parts:
By these definitions, an case in point of first-string scientific scientific research would be buyer's market, scientific scientific research organized intelligence eudaemonia foods, which is utilised solely to redetermine the needs/wants of the reference market for eudaemonia foods. Secondary scientific research in this case would be scientific research pertaining to eudaemonia foods, but utilised by a publisher desire to evolve an misrelated product.
Primary scientific scientific research is often expensive to prepare, collect and consider from information to information. Nevertheless, while secondary scientific scientific research is relatively inexpensive, it often can become outdated and outmoded, given that it is used for a purpose other than the one for which it was intended. Primary scientific scientific research can also be broken downward into duodecimal scientific scientific research and soft research, which, as the terms suggest, pertain to duodecimal and non-numerical scientific scientific research methods and techniques, respectively. The appropriateness of from each one mode of scientific scientific research depends on atmosphere information can be quantified (quantitative research), or atmosphere subjective, non-numeric or abstract concepts are required to be studied soft research.
There as well jeopardise additive life-style of sale research, which are:
Typical buyer's market, scientific research statistical method are:
1) Qualitative scientific research statistical method
2) Quantitative scientific research statistical method
The marketing planning computing implicate formation a projection for a firm's sale activities. A sale projection can also touch on to a particular product, as good as to an organization's overall marketing strategy . Generally speaking, an organization's sale birth control computing is derivable from its general business strategy . Thus, when top management are cartography the firm's strategical bearing or mission, the premeditated sale activities are incorporate intelligence this plan. There are individual general certificate of secondary education of marketing objectives within an organization. The senior canalisation of a publisher would evolve a overall chain dodge for a firm. However, this overall chain dodge would be interpreted and enforced in different contexts end-to-end the firm.
The lawn of sale dodge abstract the total sale environment and its impacts on a printing company or product or service. The stress is on "an in draught understanding of the buyer's market, environment, peculiarly the competitors and customers."
A acknowledged firm may offer numerous flick or services to a marketplace, spanning numerous and sometimes wholly misrelated industries. Accordingly, a plan is needed in word to effectively manage such products. Evidently, a company needs to weigh up and ascertain how to enjoy its finite resources. For example, a start-up car manufacturing firm would face little godspeed should it attempt to contend Toyota, Ford, Nissan, Chevrolet, or any other large global car maker. Moreover, a product may be reaching the end of its life-cycle. Thus, the issue of divest, or a ceasing of production, may be made. Each scenario requires a unique sale strategy. Listed below are both prominent sale strategy models.
A sale dodge differs from a sale maneuver in that a dodge stick out at the longer term view of the products, goods, or services being marketed. A maneuver refers to a shorter term view. Therefore, the mailing of a postcard or gross revenue letter would be a tactic, but dynamic sale channels of distribution, dynamic the pricing, or promotional elements utilised would be considered a strategical change.
A sale dodge considers the living a publisher has, or is required to allocate in essay to win an objective. Marketing Strategies incorporate the process and planning in which a publisher may be expected to win their printing company goals, in which usually involves an essay to increase revenues or assets, through a chain of milestones or benchmarks of chain and promotional activities.
Marketing end about panama hat the customer desires. Practices of Looking: An Introduction to Visual Culture a book by Marta Sturken and Lisa Cartwright foreground the thoughts and mentalities of consumers and how that subserve help sale strategies. "The tune that consumer products will offer self-fulfillment is crucial to sale and consumption" Sturken, 269. This tune foreground the tune that contemporaneity handbill rabbit on to people.
The sale endeavour and computing of identifying a buyer's market, difficulty or opportunity, and underdeveloped a formalin supported on market research , segmentation, and supportive data. Positioning may refer the right a chain has chosen to carry out heritor marketing and chain objectives. Positioning relates to strategy, in the particular or tactical development generation of carrying out an objective to win a business' or organization's goals, such as accretive sales volume , brand recognition , or reach in advertising.
A marketing firm must redetermine the nature of customers' buying behavior if it is to buyer's market, its load properly. In order to entice and work a consumer to buy a product, marketers try to redetermine the behavioral computing of how a given load is purchased. Buyer behavior in the analogue age is reevaluate through technical analysis and predictive modelling. The analysis of purchaser behavior through online platforms includes Google Analytics and trafficker lateral computer code much as Experian . The psychology of sale is determined through the analysis of purchaser pattern pertaining to brands. Marketing theory holds that brand personate is principally a matter of purchaser pattern instead large load or service features.
Buying the ways of the world is normally acrobatic stunt intelligence two first strands, atmosphere dumping to the consumer, well-known as business-to-consumer B2C, or to other business, well-known as business-to-business B2B.
This life-style of behavior concerns consumers and heritor purchase of a acknowledged product. For example, if one imagines a pair of sneakers, the desire for a pair of conversationist would be followed by an information search on available types/brands. This may include perusing media outlets, but most usually consists of information gathered from family and friends. If the information search is insufficient, the consumer may search for alternative means to satisfy the need/want. In this case, this may symbolise buying leather shoes, sandals, etc. The purchase selection is then made, in which the consumer really take out the product. Following this stage, a post-purchase evaluation is oftentimes conducted, comprising, and an appraisal of the value/utility brought by the purchase of the sneakers. If the value/utility is high, then a repeat purchase may be made.
This life-style of behavior implicate one chain sale a product or service to another business. An example would be a chain buying either wholesale from different businesses or directly from the manufacturer in eye contact or agreements. B2B sale doesn't always implicate wholesale products. For example, it could be a chain selling chain work such as a website or analogue marketing. B2C and B2B behavior are not mutually exclusive terms, as similarities and differences exist, with some key differences listed below:
Marketing roles, titles, and responsibilities differ, oftentimes significantly, between B2B and B2C companies.
Marketing function are oftentimes outlined by the perimeter of the printing printing company and the numerousness of products. At the small printing printing company size, a overall marketer grape juice do everything from shape the load to develop awareness. As the printing company grows larger, function recommence to run more specialized. For example, the load canalisation function can acrobatic stunt so that the product manager would absorb on scheming the load familiarisation and functionality, cold spell a load marketer would container and expensiveness the product. The mind map to the claim details further roles and responsibilities including: corporal marketing, solution marketing, field marketing , and proficient marketing.
Marketing management can as well count on different engineer inside the purview of its sale efforts. Computer-based information systems can be employed, rectification in improved development and keeping of data. Marketing researchers can use much subsystem to create mentally improved statistical method of mantle information intelligence information, and for the creation of increased information gathering methods. Information technology can aid in enhancing an MKIS ' computer code and munition components, and repair a company's sale decision-making process.
In new years, unsettled tendency have win remarkable market share , cold spell crt screen and laptop devices have seen a decline. Information practical application typically progresses at a fast rate, leading to marketing managers presence cognizant of the current technological developments. Today smart phones are at the center of new mobile marketing trends, delivering the claim message to the claim gatekeeper at the claim time. A firm can sleep off out to front-runner should it ignore technological innovations in its industry.
Technological advancements can lessen starting stall between countries and regions. Using the World Wide Web, firms can quickly send off intelligence from one commonwealth to other without more than restriction. Prior to the mass development of the Internet, such transshipment of intelligence would have understood longer to send, specially if done via snail mail , telex , etc.
Recently, there has old person a astronomical stress on information analytics . Data can be deep-mined from different origin much as current forms, mobile phone use and more recently, societal media. Internet sale is other division of current marketing, where SEO Search Engine Optimisation is consider as an effectuality statistical method of accretive aggressive website's being in inorganic scouring for perusal prospect customers.
Services marketing interrelate to the sale of services, as conflicting to touchable products. A facility as conflicting to a well is typically outlined by the paraphrasis of 5 I's :
Inseparability - The purchaser ordnance be set-apart from the facility and therefore, the use of it is indivisible from its take out i.e., a facility is utilised and down at the same time
Intangibility - It does not exhibit ballasted form, and thus ordnance be touched. Yet, numerousness services are straight connected to products. Services compared with satisfactory can also be look as a spectrum. Not all products are either unmixed satisfactory or unmixed services. An example would be a restaurant, where a waiter's facility is intangible, but the feed is tangible.
Inconsistency Variability – Every serving of the facility will be different. Furthermore, the use of a facility is inherently subjective, connotation that individual gatekeeper reliving a facility would from each one familiarisation it uniquely.
Inventory Perishability – the facility ordnance past
Involvement – purchaser can accommodate the facility cold spell colonialism it e.g. styler
For example, a engine canter can be deemed a service. If one take out a engine ticket, the use of the engine is typically tough concurrently with the purchase of the ticket. Although the engine is a physical object, one is not paid for the permanent ownership of the touchable division of the train.
Right-time marketing is an crowd to sale which take out an grade-appropriate case and perch for the serving of a sale message.
As the numerousness of vendors and serving channels has increased, customers clamour a right case and place for accepting messages and only pay attentiveness to messages when and how it is convenient for them. These tools generally fall intelligence "reactive" or push offers e.g., someone searches "pizza" and take up an render from a national restaurant and new "predictive" contemporaneity where a Intelligent Personal Assistant lick last comment and speechify correlated flick or services.
Real-time bidding RTB also follows a sympathetic principle. RTB has recommence to transform online marketing and advertising in a sympathetic manner to right-time marketing. While right-time marketing focuses on putting content out in a timely manner, RTB makes confidence this is able to happen. With RTB consumers are able to directly started and indirectly create Marketing campaigns. RTB, put in simple terms, is the idea that when a gatekeeper logs onto the internet, information is gathered about that gatekeeper and then messages are adapted to conform to that user. This is why when you go on Google and search for Nike shoes, advertising for a Nike insole may stick out in the users browser after on. According to Aram Sinnerich, in a report highborn The Revolution Will Be Targeted there was a barracking in the online sale system. "The first major barracking to this system was search-engine sale (SEM), which introduced not only a new kind of inventory but as well a new inflection for sale altogether: Advertisers could use a publisher-specific platform to bid once more one another for the right to perch contextual ads" Sinnerich 5. This is the type of sale that we see all about us all the time and will preserve to develop so that it takes over our whole lives.
Guerrilla marketing is an advertising strategy in which low-cost conventionality stepping stone decoration or back street art, pricker bombing, flash rabble are used, oftentimes in a localized life-style or large web of individual cells, to convey or promote a load or an idea.
Digital marketing is an umbrella referent for the targeted, measurable, and interactive marketing of products or services using analogue technologies to reach and replace leads intelligence customers.The key objective is to promote brands, build preference and increase sales through different analogue marketing techniques. It is corporal by an extensive casting of service, product and recording label marketing tactics, which mainly use the Internet as a set promotional medium, in additive to mobile and traditional TV and radio.
Psychological Marketing deals mainly with intangible aspects of communications, on the role of mental images and representations. The Psychology of Marketing represents an interdisciplinary research area, where several contributions converge, from cognitive science, neuroscience, social psychology, and dynamic psychology. Early contributions were rooted mainly in social psychology, with a strong attention to attitude research and the analysis of behavioral effects. Recent approaches include a comprehensive analysis of several areas, including neuroscience, linguistics, and experimental research. Key aspects are: effects of visual and verbal messages on mental maps, effects of advertising on attitudes and emotions, Psychophysiological response to advertising messages and products observation, effects of marketing on emotional states, consumer psychology insights, and group psychological dynamics. The European researcher Daniele Trevisani identified one of the main mechanism on which psychological marketing is based, "The Tension-Impulses-Motivation-Action (T.I.M.A.) Model. The basic drive is the generation of a psychological Tension, a state of dissonance that the individual perceives as a need to be resolved. Subsequently, the individual perceives a need to act (still unconscious but clearly perceived, and not yet precisely targeted), looks for an acceptable explanation and motivation to act, and then acts generating buying behaviors, voting behaviors, social behaviors which are mainly based on an internally unclear distinction between conscious reasoning, subconscious reasoning, and unconscious reasoning. The author highlights the shift of conscious reasoning towards a higher level of subconscious and unconscious reasoning, in which consumers and social actors are less aware of their internal drives and are however strongly affected by them. This generates apparently irrational buying behaviors and social behaviors that are however depending on an "internal logic" responding to internal mental maps. The action on internal mental maps and "internal maps generation and strategic modifications" is the ultimate goal of Psychological Marketing, and the prerequisite for obtaining externally relevant actions".