MKT 400 Chapter 4: Chapter 4 Notes
Document Summary
Marketers try to create products and services that will provide the desired benefit and permit the consumer to reduce this tension. Discrepancy exists between the consumer"s present state and some ideal state, this gulf creates a state of tension, magnitude of this tension determines the urgency the consumer feels to reduce the tension. Personal and cultural factors combine to create a want, which is one manifestation of a need. Example: hunger is a basic need that must be satisfied by all; lack of food creates a tension state that can be reduced by the intake of such products as cheeseburgers, cookies, fish etc. Once goal is attained, tension is reduced and the motivation recedes. Degree to which a person is willing to expand energy to reach one goal as opposed to another reflects his or her underlying motivation to attain that goal. Many theories have been advanced to explain why people behave the way they do.