Download - EI model for Marketing
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Emotional Intelligence Model For Marketing
Vidya SirishaSSN School of Management
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Emotional Intelligence
Emotional intelligence is the subset of social intelligence that involves the ability to monitor one's own and others' feelings and emotions to discriminate among them and to use this information to guide one's thinking and actions.
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Existing Models
Ability model Mixed Model Trait Model Bar-On Model
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EI Model For Marketing
Motivate
Empathize
Getting them at their transition
pointKnowing the
(customers’) emotions
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Knowing The (Customers’) Emotions
To know all possible emotions that a customer has.
Develop a basic knowledge on emotions and expected reactions of customers.
Broadly classified as positive and negative emotions.
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Hierarchy of Emotions
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Getting Them At Their Transition Point
Perceive the emotions of the customers from facial expressions.
Understanding emotion – To analyze complex emotions and form emotional knowledge.
Manage emotions Determine the vulnerable point Convince
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Empathize
Sensing customers’ problems and needs by putting themselves in the customers’ shoes.
Cater to the exact needs Build Trust
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Motivate
Motivate by Rewards Customization Make the customer a Loyal
Customer Customer loyalty cards Build Customer Relationship
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Measurement
Pre Test – Post Test Experimental and Control Group
Experimental Group - O1 X O2
Control Group - O3 O4
Effectiveness Measurement – (O4-O3)-(O2-O1)
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EI Model & Buyer Behavior Model
• Know the EmotionsProblem recognition
• Get at their Transition PointInformation search
Evaluation of alternatives
• Empathize• Motivate
Purchase Decision
• MotivatePost Purchase
Behavior
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