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0945 Assignment BC

The document discusses Maslow's hierarchy of needs and how it can be used as a framework for effective marketing. It explains the five levels of needs in Maslow's model from physiological to self-actualization and how appealing to different levels can help target different potential customers. Marketers can use an understanding of the theory to develop content that shows how their products or services meet customers' basic motivational needs.

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Risk HAmxaa
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68 views2 pages

0945 Assignment BC

The document discusses Maslow's hierarchy of needs and how it can be used as a framework for effective marketing. It explains the five levels of needs in Maslow's model from physiological to self-actualization and how appealing to different levels can help target different potential customers. Marketers can use an understanding of the theory to develop content that shows how their products or services meet customers' basic motivational needs.

Uploaded by

Risk HAmxaa
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Page 1 of 2

Demonstrate high degree of understanding of the


Motivational theory, level of Maslows hierarchy of
need and segmentation basis

Introduction
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.
Many business students are taught to view Maslow's hierarchy of needs as a guideline against which to
target marketing efforts, arguing that success depends on meeting one of Maslow's identified needs.
Although other needs theories also have relevance, Maslow's needs hierarchy remains the foundation for
many fruitful psychological approaches 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 self-actualization.
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 behavior 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 of survival.

0943 Managerial Economics / Assignment 2


Mandhu College,

Page 2 of 2

Maslow's Hierarchy of Needs can become a powerful tool in the hands of marketers and
form a dynamic psychological approach to marketing via the Internet. If the basic
principals are put into effect, websites could experience lead generation and user
engagement, which form the foundation of SEO and marketing.
Since successful marketing persuades potential customers to purchase the services or
products you are selling, you can appeal directly to one of people's basic needs through
a well-organized content strategy. If your customers are convinced that your product or
service helps them successfully meet one of Maslow's identified needs, it becomes
easier to achieve your marketing goals.

0943 Managerial Economics / Assignment 2


Mandhu College,

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