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January 12th Lecture Note

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Marketing and Consumer Studies
MCS 2600
Lianne Foti

Lecture 1January 12 2012Chapter 4 Consumer Motivation Motivation is the driving force within individuals that impels them to action Needs are the essence of the marketing concept Marketers do not create needs but can make consumers aware of needs Innate Needs Physiological or biogenic needs that are considered primary Acquired Needs Learned in response to our culture or environment that are considered secondary Goals are the soughtafter results of motivated behaviour Generic Goals are general categories of goals that consumers see as a way tofulfill their needs ProductSpecific Goals Specifically branded productsservices that consumers select as their goalsGoals selected by an individual depend on a number of factors such as personal experiences physical capacity cultural normsvalues goal accessibility etcPositive goals involve a driving
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