1. Introduction of Psychology-Based Approach to Marketing [2 min 08 sec with subtitles]

Hello welcome to this course and thanks very much for your time to learn about the psychology based approach to marketing this is the introductory session and I want to tell you a bit about why this course is important I am an avatar of David Ho our founder and principal trainer of NavigatorAcademy and I'm going to be taking you through this psychology based approach to marketing so what exactly is a psychology based approach to marketing well it's really about approaching marketing in a scientific way in the science that we are interested in is psychology because psychology is concerned with how people think and how they behave when you understand the psychology of your customers and what drives their behavior you're then in a position to produce really effective marketing so a psychology based approaches an approach that's based on scientific evidence from psychological research rather than an approach which is based on assumptions intuition and guesswork and that's the approach that most marketers take and it's important to take this different approach based on scientific evidence because our assumptions and intuitions and guesswork very often turn out to be wrong traditional marketing strategy has for a long time being based on the assumption that your potential customers weigh up all the available information they assess the costs and benefits of all the options and then they make a decision that in their own best interest that is it assumes that your potential customers make decisions in entirely rational ways so a traditional marketing approach will aim to show that your product has greater benefits and lower costs than your competitors product and of course this might help that it is far from being enough because psychological research shows that a lot of the time psychological research has helped reveal the many ways we actually make decisions and the many factors that influence these decisions so these factors include our emotional responses our values and identities and our environment and our surroundings and it is these factors that form the basis of a psychology based approach to marketing in the basis of this course