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It is generally recognized that emotions aroused in individuals through marketing communications have an influence on their buying decisions in the B2C context. However, it is often disregarded that individuals are also decision-makers in organizations. Therefore, in the B2B context, emotional stimuli in marketing communications may influence their organizational buying decisions as well. In this paper, we examine the extent to which marketers in the mechanical engineering industry can influence their customers by positive emotional stimuli. Practical recommendations are given for the marketing communication of the newly launched production line CUBE by ZAHORANSKY AG, one of the worldwide leading organizations in the industry for brushmaking machinery.
The relationship between health care practitioners and the pharmaceutical industry is increasingly drawing public attention due to misguided behaviour. Practices like gift giving, holding luxurious conferences or allowences for research are under scrutiny. With all these influences, how can practicioners stay neutral and have the interest of patients in mind? And what is the level of emotions and data used by the pharma industry when marketing drugs to a physician? In order to find out, we targeted pharmaceutical industry managers and directors to participate in an eleven question online questionnaire. For example, participants were asked to rate the best approach between data and emotions to persuade physicians. The results show tendencies in the data, but fail to show significant evidence for our hypotheses. Further research is needed in order to clarify which factors influence the decision for an emotional or data driven approach.