MGT 3300 Lecture Notes - Lecture 23: Wish Fulfillment, Family Values, Customer Relationship Management
Document Summary
Taken from hot button marketing (barry feig) Consumers seek products/services that benefits that match/satisfy needs and wants. Needs: basic forces that motivate consumers to do something. Wants: learned needs; that is, they are needs expressed as a desire for a particular need-satisfier. Drive: a strong internal stimulus that encourages action to reduce a need. Consumers seek benefits to meet their needs. Possible needs motivating a person to some action. The table lists some important needs that might motivate a person to take an action. Many different levels of needs can appeal to or motivate a person. The pssp pyramid shown here helps apply motivation theory to the particular needs of consumers and marketing managers trying to develop marketing mixes to meet those needs. Physiological needs: the most basic needs people experience. Examples: biological needs for food, liquid, and rest. Safety needs: concerned with protection and physical well-being. Social needs: derived from a person"s interactions with others.
