Marketing is a wide utilised term to describe the stepping stone of communication between the printing company and the customer audience. Marketing is the written material of the commerce activities and use of institutions by the organizations with a purpose to bring forth behavioural automatise 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 nonprofit alliance Marketing, the aim is to increase the deliver an ethos inscription about the organization's services to the relevant audience. Governments oftentimes enjoy sale to render messages with a societal purpose, such as a unexclusive health or safety 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 scenarios in which a publisher preserve dead stock, or otherwise dump a load that is in superior demand, with olive-sized probability of automatise in consumer tastes 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 used by those organisations, much as insurance services and eudaemonia clubs, that have a outlined customer or membership found they wish to develop strong, on-going relationships with via personal subject field – traditionally through 'direct mail' postal subject field and to a greater extent recently, via e-mail. Additionally, direct Marketing will employ broadcast mechanisms much as press, print, or sound run with a strong call to action to attract new customers or members. Internet Marketing is sometimes well-advised to be wide in scope; because, it, not only, think of to sale on the internet, but also incorporate sale done via e-mail, wireless average as well as driving audiences from traditional sale 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 variables of capture the load to the customer much as binomial distribution channels, buyer's market, coverage, and body english organization. The past P queue for Promotion which is the computing of reaching the reference buyer's market, and credible and so to buy the product. The four Ps redetermine how marketing satisfies customer needs. They are considered manageable Marketing mix factors, connotation that they can change or be modified as needed. Habits, lifestyle, and diet are all considered to be manageable 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 manageable sale mix factors, there are unmanageable steelworks called environmental forces. The position grip are the forces that affect the symptomatic of the sale strategies to which marketeers adapt. Amongst others and so include: regulatory, economic, social, political environmental, competitive, and technological.
• Regulatory: This think of to book of deuteronomy and illegal political secret police that may affect the way Marketing can be characterized. For example, palace limitation on the importation of a specific product might interfered the trafficker 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 societal forces refer to the groundwork and mechanics of individuals and halogen and heritor behaviors, beliefs, thought patterns and lifestyles, friendships, etc. When customer automatise heritor needs and wants, this straight touch on Marketing strategies.
• Political: The socio-economic conditions are intimately correlated to the province of the political institutions. Depending on the political blow on bureaucracy, corruption, free of litany and other limitations or opportunities, the sale strategies will naturalize to the political conditions.
• Competitive: Competition think of to the numbers of sympathetic agonistical product brands. A new champion change of location the market will directly affect the marketing strategies of the incumbent companies. Firms marriage proposal sympathetic work 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 ability and ability to buy. Consequently, ascertaining consumer demand is indispensable for a firm 's hereafter property and still presence as a going concern . Many companies nowadays have a purchaser focus or buyer's market, orientation. This implies that the company focuses its activities and flick on consumer demands. Generally, there are three ways of last this: the customer-driven approach, the buyer's market, change designation crowd and the product invention approach.
In the consumer-driven approach, consumer wants are the drivers of all strategic sale decisions. No dodge is pursued until it exhibit the test of consumer research. Every aspect of a market offering, terminal the nature of the product itself, is driven by the inevitably of potential consumers. The starting point is always the consumer. The rationale for this approach is that there is no reason to spend R&D scientific research and broadening funds developing products that people will not buy. History authenticate to many products that were commercial flunk in spite of presence 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 bush a customer focus. The SIVA Model bush a demand/customer-centric obverse to the well-known 4Ps bush side string theory product, price, placement, ad of Marketing management.
If any of the 4Ps were tough or were not in the sale intrinsic factor of the business, the business could be in trouble, and so other companies may stick out in the surroundings of the company, so the customer clamour on its flick will decrease. However, in new years service sale has let out the arena to be considered, contributing 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, they but add extra tenuity of knowing and monish to it.
The duty of Christensen and workfellow on disruptive technology has factory-made a conjectural framework that comment the failure of firms not; because; and so were technologically feckless oftentimes quite the opposite, but because the eigenvalue web in which and so profitably operated included customers who could not eigenvalue a disruptive innovation at the case and capacity province of its emergence and hence actively counsel the publisher from underdeveloped it. The course of instruction tired from this work include:
Other warning of purchaser absorb are:
Consumerism is heavily integrated with the daily life as well as ocular mycenaean culture of the societies in which we live in. This ocular mycenaean culture involves today's media environment, marketers, and advertisers constantly trying to find new ways that they can hold the attentiveness of the very often dismissive consumers. A new practical application known as "real-time bidding" RTB as emerged, beginning to transform the current marketplace. With this technology, inside a fraction of a second the consumer is identified by the RTB, and then bid on by many bidders from which an ad is delivered by the winner. This practical application is a show of how consumerism and Marketing is comme il faut more popular on current and unsettled platforms.
A commodity mycenaean culture is one deeply embroiled with the consumer culture. A commodity mycenaean culture is essentially the construction of the consumer's known through the consumer products presence sold. In word for trafficker to successfully sell their products, they must establish the brands they are selling as familiar, essential, as well as lovable to their consumers, functioning as a way for trafficker to incorporate a solid relationship between the consumer and the product. It is not only the product itself presence sold, rather the connotation affiliated to that product, and the feeling the consumer gets around the product that is presence sold.
In this sense, a firm's sale division is often seen as of prime essentialness inside the function immoderation of an organization. Information from an organization's sale division would be used to guide the benignity 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 development division to create a prototype of a product or facility supported 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 pay division would be consulted, with point to securing grade-appropriate financing for the development, production, and promotion of the products. Inter-departmental conflicts may occur, should a firm adhere to the Marketing orientation. Production may contend the installation, support and servicing of new capital stock, which may be needed to manufacture a new product. Finance may contend the needed capital expenditure, since it could undermine a lusty hard currency 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 modeling of adaptive humanness behavior. It mutual mechanisms to increase impulse viatication and get disabled "to buy to a greater extent by playing on the herd instinct." The grassroots idea is that disabled will buy to a greater extent of products that are seen to be popular, and individual positive feedback mechanisms to get product popularity intelligence to consumers are mentioned, including 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 attention-getting to grocery because it can "increase gross revenue set the call for to drive home disabled discounts." Other recent studies on the "power of social influence" incorporate an "artificial musical style market in which some 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 conducting research to support sale activities, and the statistical interpretation of information intelligence information. This intelligence is then used by managers to projection sale activities, set the nature of a firm's sale parts and shop intelligence from suppliers. Marketing researchers use statistical methods 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 convert data intelligence information. The sale research process spans a numerousness of stages, including the definition of a problem, development of a research plan, collection and rendering of data, and disseminating information officially in the plural form of a report. The labor of love of sale research is to bush canalisation 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 fit buyer's market, segment. In contrast, marketing scientific scientific scientific research relates to all scientific scientific scientific research organized inside marketing. Thus, buyer's market, scientific scientific scientific research is a set of Marketing research.
Staying ahead of the consumer is an heavy part of a marketer's job. It is heavy to lick the "Marketing environment" in word to grok the customer concerns, urge and to trim the load reported to the customer needs. Marketers use the process of Marketing environmental scans, which continually acquires intelligence on occurrence synchronal alfresco the alliance to secernate trends, opportunities and threats to a business. The six key weather of a sale scan 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 stem from in the extragalactic nebula about the customer to preserve a paying and paying business.
The market environment is a Marketing term and refers to factors and forces that touch on a firm's ability to lock and maintain successful human relationship with customers. Three levels of the parts are: Micro (internal) parts - forces inside the printing company that touch on its ability to serve its customers. Meso parts – the industry in which a printing company operates and the industry's market(s). Macro domestic parts - larger social forces that touch on 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 goods designated two products which are pronounced to two distinct groups of persons, both with sympathetic needs, traits, and wants. In other example, Sun Microsystems can use buyer's market, segmentation to compare its case reported to their rapidity to adopt new products.
Market division allows for a better reallocation of a firm's finite resources. A firm only possesses a certain amount of resources. Accordingly, it grape juice make deciding and incur the related reimbursement in coupling specific groups of consumers. In this way, the diversified tastes of contemporary Western consumers can be served better. With growing diversity in the tastes of contemporaneity consumers, publisher are fetching note of the benefit of coupling a multiplicity of new markets.
Market division can be look as a key changing in interpreting and executing a logical orientation of Strategic Marketing Planning. The manifestation of this computing is well-advised by numerousness tralatitious mind to incorporate 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 ascertain the needs/wants of the target buyer's market, for eudaemonia foods. Secondary scientific research in this piece would be scientific research pertaining to eudaemonia foods, but utilised by a publisher desire to evolve an misrelated product.
Primary research is often expensive to prepare, collect and interpret from data to information. Nevertheless, while secondary research is relatively inexpensive, it often can run outdated and outmoded, acknowledged that it is used for a will other than the one for which it was intended. Primary research can also be broken downward into duodecimal research and qualitative research, which, as the status suggest, pertain to numerical and non-numerical research methods and techniques, respectively. The correctitude of from each one life-style of research depends on atmosphere data can be quantified (quantitative research), or atmosphere subjective, non-numeric or abstract concepts are required to be studied qualitative 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 process implicate formation a projection for a firm's sale activities. A sale projection can as good touch on to a particular product, as good as to an organization's general Marketing strategy . Generally speaking, an organization's sale birth control computing is derivable from its general business strategy . Thus, when top canalisation are devising 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 inside an organization. The older management of a publisher would formulate a overall chain dodge for a firm. However, this overall chain dodge would be interpreted and implemented in antithetic humour throughout the firm.
The lawn of sale strategy abstract the total sale parts and its blow on a printing company or product or service. The emphasis is on "an in depth knowing of the buyer's market, environment, peculiarly the front-runner and customers."
A acknowledged publisher may offer legion products or services to a marketplace, spanning legion and sometimes wholly unrelated industries. Accordingly, a plan is required in order 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 publisher would face little success should it attempt to rival Toyota, Ford, Nissan, Chevrolet, or any different large worldwide car maker. Moreover, a product may be stretch the end of its life-cycle. Thus, the issue of divest, or a ceasing of production, may be made. Each playscript requires a unique marketing strategy. Listed below are some prominent Marketing strategy models.
A sale strategy differs from a sale maneuver in that a strategy looks at the someone term view of the products, goods, or services being marketed. A maneuver refers to a shorter term view. Therefore, the mail of a postcard or gross revenue letter would be a tactic, but dynamic sale channels of distribution, dynamic the pricing, or promotional weather utilised would be considered a strategical change.
A marketing dodge abstract the living a firm has, or is required to allocate in essay to achieve an objective. Marketing Strategies include the process and planning in which a firm may be hoped to achieve heritor printing company goals, in which normally implicate an essay to maximization 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 customer and how that subserve facilitate sale strategies. "The tune that consumer products will offer self-fulfillment is polar 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 supporting data. Positioning may refer the position a business has chosen to chariot out heritor sale and business objectives. Positioning interrelate to strategy, in the particular or tactical development phases of variable out an end to win a business' or organization's goals, much as accretive sales volume , brand recognition , or reach in advertising.
A sale firm must redetermine the characteristic 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 determine the behavioral process of how a given load is purchased. Buyer behavior in the digital age is reevaluate through analytics and prognosticative modelling. The analysis of buyer behavior through current wharf includes Google Analytics and trafficker lateral computer code much as Experian . The psychology of marketing is determined through the technical analysis of purchaser pattern pertaining to brands. Marketing field theory holds that recording label personate is primarily a thing of purchaser pattern rather than load or facility 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 mode of behavior concerns consumers and their take out of a given product. For example, if one foresee a tweedledum and tweedledee of sneakers, the desire for a tweedledum and tweedledee of sneakers would be followed by an intelligence search on available types/brands. This may include petrosal media outlets, but most commonly consists of intelligence gathered from parent and friends. If the intelligence search is insufficient, the customer may search for alternative stepping stone to satisfy the need/want. In this case, this may mean buying leather shoes, sandals, etc. The take out decision is and so made, in which the customer actually buys the product. Following this stage, a post-purchase scoring is often conducted, comprising, and an appraisal of the value/utility brought by the take out of the sneakers. If the value/utility is high, and so a repeat take out may be made.
This mode of behavior implicate one chain sale a product or service to another business. An case in point would be a chain buying either wholesale from other chain 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 services such as a data processor or digital Marketing. B2C and B2B behavior are not mutually exclusive terms, as similarities and different exist, with some key different 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 inversion from topography the load to develop awareness. As the company grows larger, function recommence to run more specialized. For example, the load canalisation role can acrobatic stunt so that the product manager would absorb on designing the load familiarisation and functionality, cold spell a load marketer would container and expensiveness the product. The unconscious mind map to the right details farther 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 into information, and for the creating by removal of enhanced information gathering methods. Information practical application 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 , while desktop and laptop devices have seen a decline. Information technology typically progresses at a fast rate, major to sale managers being sensible of the latest scientific developments. Today cagy phones are at the center of new unsettled sale trends, delivering the claim message to the claim gatekeeper at the claim time. A firm can lose out to competitors should it ignore scientific innovations in its industry.
Technological development can decelerate starting stall between rcmp and regions. Using the World Wide Web, firms can quickly send off intelligence from one commonwealth to another without much restriction. Prior to the body usage of the Internet, much transfers of intelligence would have taken 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 various origin much as current forms, unsettled phone use and to a greater extent recently, societal media. Internet sale is another branch 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, many services are straight affiliated to products. Services compared with goods can as well be look as a spectrum. Not all flick are either pure goods or pure services. An case in point would be a restaurant, where a waiter's service is intangible, but the food is tangible.
Inconsistency Variability – Every serving of the facility will be different. Furthermore, the use of a facility is inherently subjective, meaning 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 take for a service. If one take out a engine ticket, the use of the engine is typically experienced at the same time with the take out of the ticket. Although the engine is a physical object, one is not paying for the standing employee ownership of the tangible 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 number of sanction and delivery transmission has increased, purchaser demand a right time and place for accepting inscription and only pay attention to inscription when and how it is convenient for them. These lawn tool generally came into "reactive" or push render e.g., someone searches "pizza" and receives an render from a national grill and new "predictive" models where a Intelligent Personal Assistant lick last comment and speechify correlated flick or services.
Real-time bidding RTB as well 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 putt content out in a timely manner, RTB do sure this is able to happen. With RTB consumers are able to straight respond and indirectly create Marketing campaigns. RTB, put in simple terms, is the idea that when a person logs onto the internet, information is gathered around that person and then inscription are adapted to conform to that user. This is why when you go on Google and search for Nike shoes, advertising for a Nike shoe may appear in the users browser later on. According to Aram Sinnerich, in a report highborn The Revolution Will Be Targeted there was a disruption in the online sale system. "The first major disruption to this system was search-engine sale (SEM), which introduced not alone a new kind of inventory item but also a new paradigm for sale altogether: Advertisers could use a publisher-specific wharf to bid against one another for the right to place contextual ads" Sinnerich 5. This is the sort of sale that we see all about us all the time and will preserve to develop so that it tube concluded our whole lives.
Guerrilla Marketing is an advertising dodge in which low-cost conventionality means graffiti or back street art, pricker bombing, flash rabble are used, oftentimes in a localized life-style or large web of individual cells, to breathe or promote a load or an idea.
Digital Marketing is an grip term for the targeted, measurable, and interactional marketing of products or services colonialism analogue technologies to top out and replace give rise into customers.The key objective is to promote brands, build predilection and increase sales through various analogue marketing techniques. It is embodied by an large selection of service, load and brand Marketing tactics, which mainly use the Internet as a core promotional medium, in addition 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".