Motivation - Week 2

Question 1

List the levels of Maslow’s Heirarchy of needs

Answer 1

• —————-Self- Actualisation
• ————Esteem Needs
• ——–Belonging Needs
• —–Safety Needs
• -Physiological needs

Question 2

Define a Need:

Answer 2

A need: an internal state of tension caused by disequilibrium from an ideal or desired state.

Question 3

What 3 categories do Marketers use for needs?

Answer 3

Functional
Symbolic
Hedonic

Question 4

What are Hedonic Needs?

Answer 4

Social:
-Reinforcement
-Sex
Play

Non social:

• Sensory Stimulation
• Cognitive stimulation
• Novelty

Question 5

What are Functional Needs?

Answer 5

Social:

• Modeling
• Support

Non Social:

• Safety
• Order
• Physical Wellbeing

Question 6

What are Symbolic Needs?

Answer 6

Social:

• Status
• Affiliation
• Belonging
• Achievement

Non Social:

• Self Control
• Independence

Question 7

What are the 3 forms a need can take?

Answer 7

Physiological
Psychological
Environmental

Question 8

Define a Want

Answer 8

A desire for a particular means to satisfy a need

Question 9

What shapes a person’s wants?

Answer 9

Their knowledge, culture and context

Question 10

What is Marketing Myopia?

Answer 10

An approach to marketing that focuses on the needs of the company instead of defining the company and its products in terms of the customers’ needs and wants. It results in the failure to see and adjust to the rapid changes in their markets.

Question 11

How can a company avoid marketing myopia?

Answer 11

The organization should define its business in terms of the customer needs it satisfies, not in terms of the product it sells

Question 12

What are 3 examples of companies who suffered from Marketing Myopia

Answer 12

Kodak
Blockbuster
Borders

Question 13

What are 6 consumer research tools?

Answer 13

• Surveys
• Focus groups
• Interviews
• Experiments
• Observations and ethnographic research
• Neuroscience

Question 14

Define Goals:

Answer 14

Goals: End states or desired outcomes that an individual would like to achieve. More specific and concrete than needs.

Question 15

What is a relevent Goal for…

Need: Self-actualization and fulfillment

Answer 15

Goal: get a university degree

Question 16

What is a relevent Goal for…

Need: Self-esteem and recognition

Answer 16

Goal: join a fraternity club; Lose 5kg and get fit

Question 17

What is the marketing implication of Goals?

Answer 17

Creating products that help consumers achieve their goals

Question 18

What 2 orientations can goals take?

Answer 18

• approach (promotion) oriented

- avoidance (prevention) oriented

Question 19

What are the characteristics of conflicting goals?

Answer 19

• Multiple simultaneous goals > Disengage from one goal to pursue another.
• Approach-Avoidance > Desire a product/service but wish to avoid it at the same time.
• Approach-Approach conflict > A person must choose between two desirable alternatives.

Question 20

How does our appraisal of a situation determine our emotional response to it?

Answer 20

> We feel positive emotions when it is consistent with our goals and expectations
We feel negative emotions when it is inconsistent with our goals and expectations

Question 21

Define Consumer Values

Answer 21

• Beliefs about what is right, important or good

- Eg. Fairtrade, no animal testing etc

Question 22

What are the three types of Self-Concept?

Answer 22

Types of self-concepts:
Ð Actual Self: > A person’s realistic appraisal of the qualities he or she does and does not possess
Ð Ideal Self: > A person’s conception of how he or she would like to be
> Partially molded by elements of a consumer’s culture
Ð Ought Self: > A person’s conception of how he or she should be
> Shaped by an individual’s duties and obligations

Question 23

What are the implications on marketing of self concept?

Answer 23

Implications for Marketing:
Ð People choose products/brands that are consistent with their self-image
Ð Products/services or persuasion messages that are consistent with a consumer’s self-view are more favorably evaluated
Ð Consumers can use products/services to communicate information about themselves
Ð Consumers can use products/services to bridge the gap between their actual self and ideal self

Question 24

What is perceived risk?

Answer 24

The extent to which the consumer is uncertain about the consequences of acquiring, using, or disposing of the offering

Question 25

What are circumstances under which consumers may perceive higher risk:

Answer 25

Ð Lack of information about offering (performance risk, safety risk)
Ð Newness of offering (performance risk, safety risk)
Ð High price (financial/safety risk)
Ð Social embarrassment (social risk)

Question 26

What are the 4 types of perceived risk?

Answer 26

Types of risks:

• performance risk
• financial risk
• time risk
• psychological risk

Question 27

How can marketers decrease perceived risk?

Answer 27

Marketers can decrease perceived risk by providing: 
Ð	Warranties 
Ð	Return policies 
Ð	Free trials 
Ð	Consumer reviews

Question 28

Define Ability and Opportunity

Answer 28

Ability:
Ð The extent to which consumers have the resources needed to make an outcome happen
> Financial, cognitive, emotional, physical resources
>Culture, education, age

Opportunity:
Ð Time available
Ð Amount and complexity of information that needs to be processed
Ð Repetition of information

Question 29

What are the marketing implications of Ability and Opportunity?

Answer 29

Ability
Ð Provide information and advice to consumers when products are complex or consumers lack knowledge/experience (e.g., financial products, technology, electronics
Ð Provide payment options (lease, credit lines, etc.)

Opportunity
Ð Enhance consumer opportunity by reducing the complexity and amount of product information presented and by presenting it in ways easier to be processed