MKT 400 Chapter 4: Chapter 4 Notes

73 views5 pages
17 Apr 2012
Department
Course
Professor

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.

Get access

Grade+20% off
$8 USD/m$10 USD/m
Billed $96 USD annually
Grade+
Homework Help
Study Guides
Textbook Solutions
Class Notes
Textbook Notes
Booster Class
40 Verified Answers
Class+
$8 USD/m
Billed $96 USD annually
Class+
Homework Help
Study Guides
Textbook Solutions
Class Notes
Textbook Notes
Booster Class
30 Verified Answers

Related Documents

Related Questions