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DOVE VA L’UMANITA’ SECONDO IL MARKETING

Se accettiamo che l’umanità è sempre più individualista, che gli acquirenti hanno sempre maggiore autonomia di giudizio, che gli stessi hanno sempre maggiori possibilità di scelta, che i cluster statistici sono solo uno stratagemma per accomunare un o più tipologie di consumatori in gruppi-obiettivo di riferimento, il quadro che abbiamo davanti agli occhi è di una umanità in apieda evoluzione.

Malgrado le omogeneizzazioni indotte dalle mode relative a calzature, unghie, pettinature, colori, diete, ecc. alcuni trend di fondo si stanno delineando. Soprattutto negli atteggiamenti d’acquisto.

Per cominciare, la gente tende a sottovalutare il valore delle tecnologie, vecchie e nuove. La lavastoviglie si dà per scontato che funzioni, così pure il televisore, l’auto, il telefonino, il digitale terrestre, l’Internet, la stampante e via dicendo. Praticamente tutto ciò che è tecnologico. Salvo bloccarsi o sentirsi impotenti di fronte ad un centimetro di carta furtivamente inseritosi nel filtro della lavastoglie o l’irrigidimento della levetta che regola il flusso d’acqua dello scaldabagno.

Segno che l’umanità tende ad assumersi sempre minori responsabilità per ciò che acquista, salvo lamentarsi che l’assistenza tecnica applichi tariffe da gioielliere.

Lo stesso discorso vale per i servizi, in modo ancora più accentuato. Tutti danno per scontato che il treno parta e arrivi in orario, che il wi-fi funzioni senza interruzioni, che i telefonini siano sempre funzionanti, che la posta elettronica arrivi velocemente, che le poste di stato funzionino secondo le promesse, che la banca abbia cura di noi, che i capitali investiti aumentino sempre di valore, ecc.

Le conseguenze di questi atteggiamenti si traducono in aspettative di sicurezza, di continuità, di affidabilità, di funzionalità ecc,

Di esse bisogna tener conto e comportarsi di conseguenza.

Le implicazioni sono che la gente tende a deresponsabilizzarsi. A sua volta la deresponsabilizzazione porta ad assumere atteggiamenti che si traducono in comportamenti d’acquisto. Non c’è bisogno che i pezzi si rompano. E’ sufficiente vengano meno la sicurezza di funzionamento per giudicare negativamente l’acquisto appena fatto. Siamo in pieno giudizio basato su variabili intangibili: puntualità, continuità, sicurezza, colore, velocità, ecc. Fintantoche la tecnologia è stata dominata dagli individui il problema della responsabilizzazione non si è posto. I radiatori delle auto in ebollizione non hanno mai preoccupato più di tanto. Se hanno preoccupato si è imparato a rimediare.

Oggi gli uomini di marketing devono sempre più tenere conto del fatto che l’umanità non acquista più beni o servizi, bensì la prospettiva che ciò che acquistano soddisfi le loro aspettative. Quindi, che il prodotto funzioni secondo le promesse, sia affidabile, ecc.

Riuscire a soddisfare queste aspettative è sempre più arduo. Le comunicazioni di marketing sono costrette ad adeguarsi ai nuovi orientamenti dei potenziali acquirenti. E’ inevitabile.

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