Maslows hierarchy, Marketing Management

An evaluation of Maslow's needs hierarchy

  • Has been widely accepted in social science disciplines
  • Criticisms are that the concepts are too general and it can't be tested empirically
  • However can be a useful tool for understanding consumer motivations as consumer goods often serve to satisfy a need level
  • Offers a framework for developing advertising appeals on a need level and product positioning

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Marketing applications of the needs hierarchy

  • Segmentation applications
  • Used as a basis for segmentation strategies in advertising campaigns
  • For example: soft drink ads targeting the youth market and stressing social appeal by showing a group of young people having and sharing good times

You are a members of an advertising team assembled to develop a promotional campaign for a new running shoe. Develop three slogans for this campaign, each based on one of the levels in Maslow's needs hierarchy?

Posted Date: 3/7/2013 2:55:49 AM | Location : United States

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