Customer satisfaction
   •  Customer satisfaction and business success
   •  “The key to customer retention is customer satisfacti
      on”                      
                                                                         (Kotler)
   Consumer‘s mind
    “Marketing and environmental stimuli enter the consu
   mer’s consciousness or subconsciousness. A set of psy
   chological processes combine with certain consumer c
   haracteristics to result in decision processes and purch
   ase decisions.
   The marketer’s task is to understand what happens in t
   he customer’s consciousness between the arrival of th
   e marketing stimuli and the ultimate purchase decision
   .”
                            Kotler and Keller (2006)
  •  The main objective of marketing is to help match p
     roducts with people. Marketing serves the dual goals of 
     (1) guiding the design and presentation of products suc
     h that they are more compatible with consumer prefer
     ences and (2) facilitating the choice process for the co
     nsumer.
  Neuromarketing
    “By studying activity in the brain, neuromarketing com
  bines the techniques of neuroscience and clinical psyc
  hology to obtain insights into how we respond to produ
  cts, brands, and advertisement. 
    From this, marketers hope to understand the subtle nu
  ances that distinguish a dud pitch from a successful ca
  mpaign.”
                       - Mucha (2005)
  •  There are two main reasons for this trend. First, the pos
     sibility that neuroimaging will become cheaper and fast
     er than other marketing methods; and second, the hop
     e that neuroimaging will provide marketers with inform
     ation that is not obtainable through conventional marke
     ting methods. 
  •  There is growing evidence that it may provide hidden in
     formation about the consumer experience.