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Principles of Marketing, Chapter 6, Unit 7
Terms in this set (50)
Even though they may not translate into anything meaningful
Japanese product labels are often translated in English and French, as they associate foreign words on product labels with the exotic, expensive, and high quality.
Sending advertising messages subconsciously to consumers
A driving force that causes a person to take action to satisfy specific needs
Buying a product is done to fulfill some kind of need
These needs become motives when they are aroused sufficiently.
Maslow's Hierarchy of Needs
A method of classifying human needs and motives into five categories.
Maslow's Hierarchy of Needs, 5 Needs, ascending order of importance
Physiological, Safety, Social, Esteem, Self Actualization
Maslow's Hierarchy of Needs, 5 Needs, descending order of importance
Self Actualization, Esteem, Social, Safety, Physiological
Most basic human needs
According to Maslow's Hierarchy of Needs are Physiological
Physiological Needs are Essential To Survival
Which is why they are the needs to satisfy first.
Physiological Needs represented in Ads
Showing a juicy hamburger or a runner gulping down Gatorade.
Safety Needs represented in Ads, appealing to fears and anxiety
Retail medical imaging centers advertise a full body scan for early detection of health problems after realizing the aging populations feelings about health.
Safety Needs represented in Ads, allaying consumer fears
After the 9/11 attacks, airliners found themselves having to conduct an image campaign to reassure about the safety of air travel.
Social Needs, love
Includes acceptance by one's peers, as well as sex and romantic love.
Social Needs represented in Ads, general love
Clothes, cosmetics and vacation packages suggest that it can bring love.
Social Needs, favorite of marketers
Especially those marketing to teens, through the need to belong.
Social Needs represented in Ads, for teens
They consider these brands to define them: iPod, American Eagle Outfitters, Axe, Baby Phat, Facebook, Google, Hollister, MTV, MySpace, Vans and YouTube
Acceptance without regard to one's contribution.
Acceptance based on one's contribution to the group.
Esteem needs include
Prestige, fame, and recognition of one's accomplishments
Self-Esteem Needs represented in Ads
Exclusive country clubs designed to make members feel proud of their commitment.
Exclusive clubs are so effective
That even during an economic recession, patrons won't give up their membership because it would be a public admission of financial problems. Not good for self-esteem.
Asian Consumers are strongly motivated by status and appearance
They won't hesitate to spend freely on premium brands, or the best alcohols.
Marketers of luxury products find demand for their products is so strong
Among image-conscious consumers that their sales are generally unaffected by economic downturns.
Because of Asian Consumers being strongly motivated by status and appearance
Some luxury companies have been able to make up for sluggish European and Us sales by raising prices and volume in Asia.
Self Actualization as defined by Maslow
Reaching the point in life at which "People are what they feel they should be.
Self-Actualization Needs represented in Ads, American Express
Convey the message that acquiring its card is one of the highest attainments in life.
Self-Actualization Needs represented in Ads, Microsoft
"Your Potential, Your Passion" used as the Windows XP slogan.
Self-Actualization Needs represented in Ads, Military
One branch changed its slogan to "Army of One", another slogan directed at young people is "Accelerate Your Life".
A process that creates changes in behavior, immediate or expected, through experience and practice.
Its not possible to observe learning directly
But we can infer when it's occurred by a person's actions.
Example of inference about learning
You can suppose if someone saw an advertisement for something, and go to the store that same day to buy it that this has happened.
Occurs when an experience changes behavior.
Example of Experiential Learning
If a new cold medicine does not relieve your symptoms, you may not buy the brand again.
The kind of learning that is not aquired through direct experience
Example of Conceptual Learning
Someone may have told you that diet beverages leave a bad taste in your mouth, so you chose a different drink. Hence, without even trying, you've learned something.
Seeing a vendor selling frozen yogurt
After seeing a vendor selling frozen yogurt, you buy it.
After buying the yogurt you find it to be quite refreshing.
If you liked the flavor of the yogurt you bought
Then your behavior has been positively reinforced.
If you didn't like the flavor of the yogurt you bought
You have experienced a negative reinforcement, and your response may be to not buy that flavor again.
If a brand evokes neutral feelings, some marketing activity
Like changing the price or increasing promotion, may be required to induce further consumption
Learning theory is helpful
In reminding marketers that concrete and timely actions are what reinforce desired consumer behavior.
Can lead to increased learning
Marketers using repetitious ads
Do this so that consumers will learn what their unique advantage is over the competition.
Self-Actualization; self-development, self-realization
At the very top of Maslow's Hierarchy of Needs
Esteem Needs; Self-esteem, recognition, status
Second need from the top of Maslow's hierarchy of needs.
Social Needs; Sense of belonging, love
3rd from the top of Maslow's Hierarchy of Needs
Safety Needs; Security, protection
4th from the top of Maslow's Hierarchy of Needs
Physiological Needs; Hunger, thirst
The foundation of Maslow's Hierarchy of needs. Everything else builds on top of this.
An organized pattern of knowledge that an individual holds as true about his or her world.
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