Customer Motivation
Part1
Customer Motivation
Most large companies spend a substantial amount of money on
creating advertising campaigns that influence customer behavior. Select the
following link to review some memorable advertising campaigns: Top Company Ads.
Write 375–450 words that respond to the following questions
with your thoughts, ideas, and comments. This will be the foundation for future
discussions by your classmates. Be substantive and clear, and use examples to
reinforce your ideas.
Complete the following for this assignment:
Search online for ads or commercials from your selected
company. Provide a link of the ad in your discussion post.
Then, complete the following:
Give a brief sketch of the ad or commercial. Add the link or
reference.
Describe 1 feature of the ad that makes it different from
its competition.
What makes the ad persuasive and memorable?
Do you think this is an effective ad for your customer
group? Why or why not?
Part 2
PowerPoint presentation of 6–8 content slides, with 150–200
words per slide
As a consultant for your product’s marketing team, you have
been asked to discuss the purchasing decision process and customer motivations
to buy. Click
here http://search.ebscohost.com/login.aspx?direct=true&db=buh&AN=63294449&site=eds-live&scope=site to
study the article, an examination of the effects of virtual experiential
marketing on online customer intentions and loyalty. One model that advertisers
often use to design targeted campaigns to specific customer groups is from
Abraham Maslow’s hierarchy of needs theory. http://www.abraham-maslow.com/m_motivation/Hierarchy_of_Needs.asp Click
here to learn more about his theory.
Create a PowerPoint presentation of 6–8 content slides that
does the following:
- Slides
1–2: Describe the purchasing buying process. - Slides
2–3: Explain Maslow’s hierarchy of needs theory. - Slides
3–4: Apply Maslow’s hierarchy of needs theory to your suggested target
market for your selected product. - Slides
4–5: Use your 2 suggested advertising appeals from this week’s discussion
to tie the product’s features back to your ad suggestions. - Slides
5–6: Turn the product’s features into benefits for your customer. - Slides
6–7: Draft 1 persuasion message of at least 50–100 words that can be used
later in your advertising ideas for your Key Assignment. Remember to
include a motivational appeal from Maslow. You can also use your BAV work
to create the message. - Slides
7–8: Write a conclusion explaining why the message matches your target
market. Explain the message appeal using one need based on Maslow’s
hierarchy of needs theory.
Possible reference and information that might help
http://www.consumersinternational.org/
The
Consumer Purchase Process – What Motivates Us to Buy
Motivation
is the force that prompts consumers to do something. Thirst usually
motivates
a person to grab a soda from the refrigerator. Thirst, however, is a basic
motivating
factor, while marketers try to uncover other forces that cause consumers to
act
the way they do. Marketers also try to motivate him or her to purchase a
particular
product.
A
consumer may feel thirsty and buy a soda, or because he or she just saw a soda
commercial.
How did the beverage get in the refrigerator in the first place? What
caused
the shopper to buy it? Was it simply thirst, or was it to fulfill a higher
need? For
example,
was it because the consumer views the brand as a “cool” product his
or her
friends
drink while participating in activities the consumer enjoys? If thirst was the
only
motivation, then why did the consumer choose this instead of water? Most
likely,
the
answer is because the company did an excellent job of marketing to the consumer
to
motivate him or her to buy the product!
Maslow’s
Hierarchy of Needs
Maslow’s
Hierarchy of Needs is probably the best-known and most accepted
motivation
theory. You can visualize the hierarchy as a pyramid, with the most basic
needs
as the foundation and all other needs built upon these basic needs. First, it
is
necessary
to meet the basic needs, such as food, water, and shelter, and then an
individual
seeks to fulfill other needs once these are satisfied.
Marketers
are most interested in fulfilling the upper levels of the “pyramid”;
the need
for
belonging, status, and self-actualization. These needs are not as basic and are
easier
to
influence. If a person is very thirsty and just needs to quench his or her
thirst, then
Anything
wet will do. In most modern societies, however, it is easy to meet basic needs,
And
people are seeking more. Marketers want to influence your choice of beverage,
Therefore,
by having it meet another higher-level need, such as prestige.
How
Consumers Learn
Consumers
need to learn about products and services for them to be motivated to
purchase
them. According to consumer behavior experts, there are two basic theories
on
the ways consumers learn: the behavioral theory, which stipulates that
consumers
learn
by observation and by responding to stimuli in the environment; and the
cognitive
theory, which states that consumers learn through a series of mental
processes.
Consumer
Attitudes Help Drive Motivation
People
learn and form attitudes through many complex factors. Family, friends,
culture,
religion, and other important components of a person’s life help shape his or
her
attitudes. Personality plays a major role in forming attitudes. For example, a
more
https://campus.ctuonline.edu/courses/MKT325/p3/hub1/3299.pdf
Question
1: What is the consumer decision-making model?
Answer
1: There are three stages to the consumer decision-making model:
input,
process, and output. The input stage involves external influences, such
as
the company’s product, advertising, campaign venues, and price, as well
as
the consumer being influenced by family, social class, culture, and
subculture.
The process stage revolves around the consumer decision
making,
in which the consumer considers needs, experience, and evaluation
of
alternative products. The output stage involves postdecision issues, such
as
the question of a repeat purchase. It is an interesting stage because the
results
of this stage are used as experience for the process stage when
subsequent
purchases are considered (Schiffman & Kanuk, 2004).
Question
2: What are some key differences between selling to consumers
and
selling to businesses?
Answer
2: Consumers are the end users of a good or service. They are
evaluated
by their demographics and market. Businesses, on the other hand,
may
be of any of the following four types: producers, resellers, government,
and
institutions. Producers purchase goods and services to enable them to
manufacture
other goods or provide other services. Resellers are businesses
that
purchase to resell either at a retail or wholesale level. Government
customers
can be at a local, state, federal, or international level or a
combination
thereof. Institutions are classified, for example, as schools,
hospitals,
or churches. Selling to businesses requires the salesperson not only
to
be aware of his or her customers but also of those customers’ customers.
There
is an added dimension to the sale that requires a more in-depth look at
these
customers to include not only their market and competition but also the
market
and competition of the customers’ customers.
Question
3: What is Maslow’s hierarchy of needs?
Answer
3: Maslow’s hierarchy of needs ascends from the most basic needs
to
a higher level of needs, as follows:
•
Self-actualization (self-fulfillment)
•
Ego needs (prestige, self-esteem)
•
Social needs (affection, friendship)
•
Safety and security needs (protection, order)
•
Physiological needs (food, water, shelter)
Reference
Schiffman,
L. G., & Kanuk, L. L. (2004). Consumer behavior. Upper Saddle
River,
NJ: Prentice Hall.
