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Essay / Research Paper Abstract
This is a 5 page paper that provides an overview of needs-based marketing. Maslow's hierarchy of needs and its applicability in marketing is explored. Bibliography lists 9 sources.
Page Count:
5 pages (~225 words per page)
File: KW60_KFmaslo9.doc
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Unformatted sample text from the term paper:
that there is a psychological element inherent in marketing. This is definitely true, as the scope of psychology has always been the understanding of human personality and behavior. Therefore, certain
psychological theories can be successfully translated towards a marketing dynamic, with the principles being used to successfully inform the development of effective marketing strategy. One prime example of such a
theory is Maslows theory of human development, often called the hierarchy of needs. As Maslows theory centers on the motivating capacity of fundamental human needs, it is of especial interest
to marketers, who believe that by fulfilling those fundamental needs via product, brand image, or advertising, they can motivate the desirable behaviors of purchasing and brand loyalty. This paper will
explore the use of Maslows hierarchy to establish a marketing strategy. This paragraph helps the student introduce Maslows hierarchy of needs. In order to understand how Maslows theory has applicability
in marketing strategy, it is useful to cement ones understanding of that theory. The fundamental essence of Maslows theory is that human needs motivate behavior (Boeree, 2011). He classifies these
needs into four different categories, with each category occupying a different hierarchical "level" of a pyramid-shaped model; the bottommost level is considered to be more fundamental than the one above
it, and so on, such that a person cannot fulfill needs from higher levels of the hierarchy until they first fulfill the most fundamental needs that lie at the bottom
(Boeree, 2011). The most fundamental level of the pyramid, or the needs which most motivate human behavior, are physiological needs, such as the need to consume food and water, and
the immutable biological need to maintain organic homeostasis and propagate the species (Boeree, 2011). Only when these fundamental human needs are met can one address the next level, or safety
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