Neuromarketing. Introduction. Part I

The aim of marketing is to precisely define what customer needs, wants and desires and to design such products, which would perfectly satisfy those needs, wants and desires. It happens often that not even the consumers are aware what product they really want, what features should definitely include and the same is with companies, because they are not able to choose the right mode of communication for their marketing campaign to appropriately address customers. However today, it is not enough to use conventional methods of marketing research for their exact determination. It can be assumed that especially because of the current multitude of products and advertising on the market, which consumers almost do not perceive and the need for a better understanding of what consumers really want and how to reach them most effectively, came into existence concept of neuromarketing in recent years. The aim of this paper is to clarify the meaning and importance of neuromarketing, which is regarded, although with a certain amount of skepticism, as a scientific discipline that will use (or have used) the knowledge about the brain and its functioning at streamlining marketing strategies. “It is now crucial for neuromarketing to be aware of the fact that in the field will be needed precise and intense collaboration between science and business. Both sides have interests in this sector and they will be able to complement one another. Entrepreneurs can provide finance for research and scientific activity can quickly evolve. The question is how much knowledge will be published for the public community and which trademarks will protect the results of research“(psychologon.cz). Skepticism in this issue also relates to the affordability of imaging devices and possible manipulation and mind control of consumers. Significant Czech neuropathologist Francis Koukolík warned about the different ways of misuse of psychological and neurological knowledge in public life and business and natural propensity of people to behave as “sheep flock” (Koukolik 2012).