Summarize Essay Example | Topics and Well Written Essays - 500 words

Summarize - Essay ExampleZaltmans Theory and the Development of Zaltman Elicitation Technique (ZMET) mess give us only what we give them the opportunity to provide. (Zaltman). Because of his marketing experience and interdisciplinary background, Zaltman was able to carry kayoed the idea that people respond with what is below the surface of language, thinking in pictures and memories when deciding what it is they want. He utilize his study in Nepal to support his theory, saying Everything we see hides something else we want to see. (Zaltman). With that in mind, he moved from the University of Pittsburgh in 1991, to Harvard Business School, where funding was provided for him to set up his ZMET site and staff it appropriately. ZMET combines neurobiology, psychoanalysis, linguistics and art theory (Pink, 1998) to father out what people really feel about a product. Once this is established, then sellers assimilate an additional, originative marketing tool. The example of the Nestle Crunch Bar is a good illustration.The chocolate showed up as a fable for time, as the images provided related to the simple, easy-going days of childhood. The product brought back happy memories this was the metaphor the ZMET process turned up. The same test discovered womens feelings about wearing panty hose, that dogs were a metaphor for safety and security and that executives identified customer-focused as having integrity, caring about customers in an authentic way, beingness a smart set worthy of trust. (Pink, 1998).Application Zaltmans projects are treated as individual tests, which have consistently delivered metaphor-based insights (Zaltman) He believed that the technique is not going to solve every problem for every company but that it does provide a creative addition to other market research processes. He pointed out that in the final analysis, it is up to managers to