...Maslow’s Hierarchy of Needs Theory Assumes that some needs are more important than others and must be satisfied before the other needs can serve as motivators Identifies five levels of individual needs • Physiology (hunger, thirst, sleep, etc.) • Safety/Security/Shelter/Health • Belongingness/Love/Friendship • Self-esteem/Recognition/Achievement • Self actualization Maslow's hierarchy of needs is often portrayed in the shape of a pyramid, with the largest and most fundamental levels of needs at the bottom, and the need for self-actualization at the top. The most fundamental and basic four layers of the pyramid contain what Maslow called "deficiency needs" or "d-needs": esteem , friendship and love, security, and physical needs. With the exception of the most fundamental (physiological) needs, if these "deficiency needs" are not met, the body gives no physical indication but the individual feels anxious and tense. Maslow's theory suggests that the most basic level of needs must be met before the individual will strongly desire (or focus motivation upon) the secondary or higher level needs. Maslow also coined the term Metamotivation to describe the motivation of people who go beyond the scope of the basic needs and strive for constant betterment. Metamotivated people are driven by B-needs (Being Needs), instead of deficiency needs (D-Needs). Physiological needs For the most part, physiological needs are obvious — they are the literal requirements...
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...UNIVERSITY ASSIGNMENT: PRINCIPLES OF MARKETING (BBA 122) INDEX NO. DATE: 17/03/14 ASSIGNMENT ONE. A. Usefulness of Maslow's Hierarchy of Needs to Marketing In the most basic sense, Maslow's hierarchy identifies five primary areas of needs experienced by most humans. Beginning with physiological, or basic life survival, needs, the model progresses in subsequent steps through safety and security, love and belongingness, self-esteem and finally selfactualization. Maslow postulated that as man meets the needs at the first level, he moves toward the next, then the next and so on. More recent studies have added levels to the needs hierarchy and refined the categories, but marketing classes throughout the country continue to use Maslow's needs hierarchy as a reasonable focus for modern marketing efforts. Maslow posited that human behaviour and decision-making are motivated by one of the five need levels in his hierarchy. Applied to marketing theory, your ability to effectively appeal to one of these motivational drivers is a key determinant of your potential success. Non-essential services massage treatments or custom tailoring, for example - may be marketed successfully to those in the fourth or fifth level of Maslow's hierarchy because those people are driven by the needs for increased self-esteem and realizing their full potential. The same marketing campaign is unlikely to appeal to those on the first level, as they are driven by the most basic of human needs: food, water and other elements...
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...as discussed in Schiffman applies to China and how it differs from that in Australia. Show how this may provide a marketing opportunity for an Australian exporter. Introduction This report aims to discuss and provide information on how Maslow's hierarchy of needs and Trait theory has manifested throughout the market and consumer both China and Australia, accommodating an increasing amount of liberty for Australian exporters. According to Abraham Maslow's hierarchy of needs which is often wrought in the form of a pyramid and suggests five interdependent levels of basic human needs that must be satisfied in an order by satisfying lower and primary needs first also scout to meet the needs sequentially as needs are expressed in a hierarchy. In Abraham Maslow's theory Physiological needs are considered to be the first and the most important level of needs because they are the literal requirement for the survival of humans. This is the stage where the absolute necessity of life is considered, such as food, water, air and shelter and therefore manager in both countries (Australia & China) responsibly tackle the levels of needs by distributing wages to employees acceptable to afford their primary necessities. When Physiological needs have been fulfilled, safety and security are then taken into consideration as the next step in the Maslow's hierarchy of needs. This is the desire for a safe and secure environment. According to Schiffman (2011, pp. 59) this includes such aspects...
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...Approach to Marketing Nichelle James Unit 2 Individual Project M. Russell Faulk April 19, 2014 Abstract The approach to the market world with a new product or service it is very hard to catch on to the market. Major research has to play apart on to what product or service will enter. When research the product or service it is good to know who the competitors are. So when you enter into the market you would know who you running up against. Introduction In the market world or segment the companies would have to take a good look on the environment where they want to launch a new product or service. This can only be done by researching the products target market. Also to be successful in the business the company would have to identify the major competitors. All these steps are a good approach and would allow the company to enter into the market with an immediate approach. Maslow’s theory needs and its application Abraham Maslow’s is a modern psychologist of science that was born in Brooklyn New York. He develops the Maslow’s Hierarchy of Needs the theory of needs that he stated that the people have two major types of needs. One is deficiency and the other is growth needs (Huitt, 2007). The growth needs consist of major behavior such as, aesthetic, self-actualization, cognitive, and self-transcendence. The deficiency will consist of the safety/security, belongingness, physiological, and love, and esteem. Abraham Maslow’s went...
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...The two major advantages of this segmentation strategy are: The organization can categorize the needs of consumers on the basis of factors demographics such as age, gender, etc. Its variables are much easier to obtain and measure, in comparison with other strategies of segmentation variables. One of the disadvantages highlighted in this segmentation strategy of market, which is often cited by critics, is the one-dimensional approach that follows it. In this segmentation strategy, it is generally believed that all individuals who belong to a particular "group" have the same needs - which is not necessarily the case. If an organization is using only demographic segmentation, it is more likely to be vulnerable to competitors. Demographic segmentation helps the Organization to understand customers and their needs. In a market driven by intense competition, market segmentation analysis can be of great help. Basically, the market segmentation is based on the simple fact that you can not please all consumers with a single product, and therefore you have to identify the market pot Definition Description should give advantages and disadvantages of performing market segmentation vs. not performing marketing segmentation in a travel/tourism business, as follows: Advantages * Allows more precise marketing to a certain customer group * Allows the business to better satisfy the marketing concept Disadvantages * Cost * Time * Faulty segmentation choices caused by incorrect...
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...This driving force is produced by a state of uncomfortable tension, which exists as the result of an unsatisfied need. All individuals have needs, wants, and desires. The individual’s subconscious drive to reduce need-induced tensions results in behavior that he or she anticipates will satisfy needs and thus bring about a more comfortable internal state. Motivation can be either positive or negative. Innate needs—those an individual is born with—are physiological (biogenic) in nature; they include all the factors required to sustain physical life (e.g., food, water, clothing, shelter, sex, and physical safety). Acquired needs—those an individual develops after birth—are primarily psychological (psychogenic); they include love, acceptance, esteem, and self-fulfillment. All behavior is goal oriented. Goals are the sought-after results of motivated behavior. The form or direction that behavior takes—the goal that is selected—is a result of thinking processes (cognition) and previous learning (e.g., experience). There are two types of goals: generic goals and product specific goals. A generic goal is a general category of goal that may fulfill a certain need; a product-specific goal is a specifically branded or labeled product that the individual sees as a way to fulfill a need. Product-specific needs are sometimes referred to as wants. For any innate or acquired need, there are many different and appropriate goals. The specific goal selected depends on the individual’s experiences...
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...Hierarchy of needs theory, which is a theory in psychology, is written by Abraham Maslow in his paper “A Theory of Human Motivation” in 1943 (Maslow's hierarchy of needs, 2012). This hierarchy of needs theory is described in the shape of a pyramid. This pyramid is divided into five categories. This five needs are physiological, safety, social, esteem, and self-actualization needs. In generally, lower level needs are satisfied externally such as physiological needs and safety needs. In contrast, social, esteem, and self-actualization needs are satisfied internally. In this theory, the lower level of needs must be met or achieve before one will desire the higher level needs. For example, people are not going to desire the safety needs if they did not meet the physiological needs. First, physiological needs are required for human survival. People who fail to meet this requirement mean that they are not able to survive anymore. This is the most fundamental needs in the pyramid. One will not desire for higher needs if these needs are not fulfilled. For example, individual who is lack of foods, safety, and friendship will definitely consider food as the most important needs at that time because one will not able to survive without foods. According to Maslow, sexual reproduction is also included in this level due to it is essential to the survival of the species. Safety needs are the next level in the pyramid. It includes personal security, financial security, health and well being...
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...It is interesting and admirable how Dr. Abraham Maslow has created a formula that marketing companies can use to inspire such thought out commercials as Chevrolet's "100 Years of Chevrolet - Then & Now", 2011 Harley-Davidson Sportster Superlow and Mercedes Benz "Faithful" Commercial. Maslows hierarchy of needs were highlighted to appeal to prospective customers in each commercial. Understanding that safety and protection are key irreplaceable factors in car ownership, Mercedes referenced that significant tier in the pyramid by showing its "faithful" abilities, through the outcome of a collision - lives spared. Braving the elements of an Alpine winter suggests the need for shelter and warmth that this vehicle can provide in the time of need. Adding to that, there is the appeal of social needs, this category is clearly emphasized throughout with expressions of love and belonging. The ego needs were certainly on display in this commercial, as the Danish Ambulance Service, so heroically achieved through their emergency efforts, the status of having an unbeaten world record, and the prestige of chauffeuring heads of states. Harley-Davidson on the other hand, through Maslow's concepts, emphasized safety by wearing helmets while riding. The ad demonstrates a feeling of belonging to a group as friends take to the open road together. For years there has been a prestige status linked to being in such a bikers club as respect is given...
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...Distance Learning MBAwww.regenesys.co.zaAchieve an exclusive MBA, or BBA through E-Learning 011 669 5000 Zimbabwe Classifiedswww.classifieds.co.zwproperty, cars, jobs, computers, dating, travel, hardware, furniture Ads Answer: Maslow's Theory of Motivation - Hierarchy of Needs In 1943, Dr. Abraham Maslow 's article "A Theory of Human Motivation " appeared in Psychological Review, which were further expanded upon in his book: Toward a Psychology of Being In this article, Abraham H. Maslow attempted to formulate a needs-based framework of human motivation and based upon his clinical experiences with people, rather than as did the prior psychology theories of his day from authors such as Freud and B.F. Skinner, which were largely theoretical or based upon animal behavior. From this theory of motivation, modern leaders and executive managers find means of motivation for the purposes of employee and workforce management. Abraham Maslow's book Motivation and Personality (1954), formally introduced the Hierarchy of Needs. The basis of Maslow's motivation theory is that human beings are motivated by unsatisfied needs, and that certain lower factors need to be satisfied before higher needs can be satisfied. According to Maslow, there are general types of needs (physiological, survival, safety, love, and esteem) that must be satisfied before a person can act unselfishly....
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...achieve the personal and psychological needs that leis at the top of his described hierarchy of needs. As self-actualized located at the top of Maslow’s hierarchy tringle, it describe the high-level need of person, refer to his desire for self-fulfillment, and become actualized in what he is potentially. With self-actualization SABIC and its functions leaders can achieve expert control for the value creativity , spontaneity, problem solving skills, and motivated to realize their potential in their day to day work and negotiations using power of understanding with their counterparty such as suppliers, customers , and other business stakeholders to achieve the goal of sustainable growth for being the world preferred chemical leader. If we adapted Maslow’s theory to show how SABIC organization motivated to achieve its goals and needs, as sample interlinked with Maslow’s hierarchy, we can describe it as following: Sabic starts by it basic need and move though the hierarchy to brand advocacy , in 5 tiers like Maslow, which is functional , safety and security compliance , connectedness, stockholders recognition , and at the top is the brand advocacy and achieve its goal of being the world preferred chemicals leader. 1- Functional needs: As Maslow described original basic need as physiological, similarly, for SABIC have the basic need of existence by manufacturing and selling its products to customers, can call these basic needs to motivate organization...
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...Behavior Advertising and the Hierarchy of Needs Dr. Maryann Lamer 26 January 2014 Our text defines Maslow’s Hierarchy of Needs as, “A theory of motivation that postulates that individuals strive to satisfy their needs according to the basic hierarchical structure, starting with physiological needs, then moving to safety needs, social needs, egoistic needs, and finally self-actualization needs” (Schiffman, Kanuk, 2010). In the marketing and advertising world it is so important to understand your consumer base but at the same time to present your company in the way that you will grab viewers attention while maintaining the culture of what your company stands for. “Successful marketing persuades a prospective client to purchase the product or service you are selling. One of the most effective ways to accomplish this is to appeal directly to one or more of his basic needs” (Thompson, 2013). Mercedes Benz "Faithful" Commercial: The first commercial was beautifully made. It definitely pulled at my heartstrings as I listened to the soft music while it took me through the visual storyline. The ad highlights Mercedes Benz as a global leader appealing to people from all walks of life and from all age groups across the globe. From the bushes in Africa to the suburbs in the United States, Mercedes Benz is a “faithful” and trusted product. This commercial definitely uses high emotion to capture the audience. When it comes to Maslow’s Hierarchy of Needs, I would categorize this commercial...
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...Abraham Maslow proposed a theory called the hierarchy of needs in his paper called A Theory of Human Motivation. Maslow's hierarchy of needs is a description of the needs that motivate human behavior. The first need is physiological needs. People on this level tend to be sick or in emergency type situations or they have biological needs for physical stability. The second need is safety. On this level people would want to live in a safe area away from threats. Next, there are needs of love and belonging. On this level, people need to feel loved and loving one's self has not been fully discovered. Fourth, humans have needs of esteem, such as the need for being respected. They also value the opinions of others in order to believe in themselves. The final need in the hierarchy is the need for self-actualization. People on this level are fully functional, acting purely on their own will and have a healthy personality. Maslow suggested that human behavior and decision-making are motivated by one of the five need levels in his hierarchy. Applied to marketing your ability to effectively appeal to one of these motivational drivers is a key factor of your potential success. Non-essential services, massage treatments or custom tailoring, may be marketed successfully to those in the fourth or fifth level of Maslow's hierarchy because those people are driven by the needs for increased self-esteem and realizing their full potential. The same marketing promotion is unlikely to attract to those...
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...Katherine Banks Strayer University Author’s Note This paper was prepared for Marketing 100, taught by Dean Carol Williams. ETHEL’S CHOCOLATE LOUNGE 2 Abstract This paper is being prepared to research the choice consumers make to numerous visits at Ethel’s Chocolate Factory. It is also an effort to illustrate the type of consumer buying choice that best describes the selection to indulge at Ethel’s. It will focus on what factors that influence a consumer to spend money and time at Ethel’s. An explanation on which factor I think will motivate a consumer the most will be discussed. Finally, I will determine which needs the Ethel’s experience appeals to most and explain why I feel so. ETHEL’S CHOCOLATE LOUNGE 3 1. Describe the type of consumer buying decision that best describes the choice to indulge at Ethel’s. When purchasing merchandise, consumers...
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...Question 1 Importance of Communication in an Organization Communication is one of the basic functions of management in any organization and its importance can hardly be overemphasized. It is a process of transmitting information, ideas, thoughts, opinions and plans between various parts of an organization. It is not possible to have human relations without communication. However, good and effective communication is required not only for good human relations but also for good and successful business. Effective communication is required at various levels and for various aspects in an organization such as - For manager – employee relations: Effective communication of information and decision is an essential component for management-employee relations. The manager cannot get the work done from employees unless they are communicated effectively of what he wants to be done? He should also be sure of some basic facts such as how to communicate and what results can be expected from that communication. Most of management problems arise because of lack of effective communication. Chances of misunderstanding and misrepresentation can be minimized with proper communication system. For motivation and employee morale: Communication is also a basic tool for motivation, which can improve morale of the employees in an organization. Inappropriate or faulty communication among employees or between manager and his subordinates is the major cause of conflict and low morale at work...
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...difference between needs, wants and demands and the various factors that influence human consumption. Monandniso Tursunova ID: 20111449 MKT 3140: Intermediate to Marketing Dr. Kim Chung 20.02. 2012 Outline 1. Introduction a) The concept of needs wants and demands. b) The factors influencing the consumption behavior 2. Body a) Maslow’s Hierarchy of needs b) The difference between the demands and wants 3. Conclusion a) Marketing reflects the needs and wants of customer b) Marketing shapes the needs and wants of customer c) My point of view about the marketing position A Penny Saved Is A Penny Earned. Different people have different preferences, opinions and tastes. Everyone is unique by its nature and characteristics. And to understand all these diversity marketing industry should put a lot of efforts. In order to satisfy their demands needs and wants they should face them directly. They have to make appropriate and even unusual approach to catch the attention of audience. First of all let’s look to the concept of needs, wants and demands. What are they?? And why marketers do worry about them a lot?? As we already mentioned needs, wants and demands are basic factors of marketing principles. Even though they are three simple words, they hold complex meaning behind them along with a huge differentiation factor. Generally a product can be defined on the basis of whether it satisfies a customer need, wants or demands...
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