Karteikarten
Topic Terms
Karten in diesem Stapel (19)
- 1MotivationThe driving force within individuals that imepls them to action
- 2motivation is produced by:The tension deriving from an unfulfilled need.
- 3NeedsAny human requirement, albeit physiological (innate) or psychological (acquired)
- 4A need becomes a motive when:It is aroused to a sufficient intensity.
- 5Example of primary/secondary needs:Lecturer finding new home
- 6WantsAny object that satisfies an unfulfilled need - the tangible method of reducing tension that is the need
- 7GoalsSought after results of motivated behaviour and are the internal representations fo desired states
- 8Example of generic vs product specific goalsStudent wanting to study medicine
- 9Multiplicity of needsConsumers often fulfil multiple needs at once
- 10Prepotent needsThose that serve as triggering mechanisms for action even though there are multiple needs fulfilled
- 11Arousal of motivesPsychological, emotional, cognitive, environmental
- 12Maslow's hierarchy of needsTheory can be applied to interpret how consumer goods and services can be perceived as satisfying different levels of needs in consumers.
- 13Needs in order from low to high level
- 143 criticisms- heroic behaviour ignoring
- limited ability applicability to predicting specific behaviours. Consumers are continually being influenced by motives that they have ‘passed’ in the hierarchy.
- there is no way of measuring when one level of need is fully satisfied and when consequent next level becomes operative - 15benefits for marketers (2)- easily adaptable for marketers as each level provides the basis of needs for which a product can serve, thus it can be implemented easily to strategy.
- Emotional trigger which enables marketers to communicate with target audiences on a personal, meaningful level that goes beyond product benefits. - 16Segmentation applicationsConsumer goods are designed to satisfy each of the need levels and each of these need levels is shared by a large number of consumers.
- 17ExampleHealth foods, insurance etc
- 18Positioning applicationsMaslow’s need hierarchy relies on the notion that no need is ever fully satisfied, thus, different appeals for the same product can be used to channel unfulfilled needs.
- 19ExampleExercise equipment
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- Beschreibung
- Karteikarten am Topic Terms, erstellt von Georgia Petrie am 14/06/2016.
- Erstellt von
- Georgia Petrie
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