Maslow’s hierarchy of needs and theory of motivation have had a significant impact on marketing and marketing communications strategies. Need : The perception of the absence of some necessity. Motive : A condition that prompts an individual to act to satisfy a need. Personality : A person’s distinguishing psychological characteristics that lead to relatively consistent and enduring responses to the environment in which that person lives. 1. Real self: An objective evaluation of one’s self. You as you really are. 2. Self-image: How you see yourself. It may not be your real self, but a role you play with yourself. 3. Looking-glass self: How you think others see you. This can be quite different from how you actually are. 4. Ideal self: How you would like to be. It is what you aspire to. Attitudes : An individuals’ feelings, favourable or unfavourable, toward an idea or object. Perception : The manner in which individuals receive and interpret messages. 1. Selective exposure: Our eyes and minds notice only information that interests us. 2. Selective perception: We screen out messages that conflict with our attitudes. 3. Selective retention: We remember only what we want to remember. R eference group or peer group : A group of people who share common interests that influence the attitudes and behaviour of its members. Business-to-business (B2B) market : A market of goods and services needed to produce a product or service, promote an idea, or operate a business. Quality – Buyers want consistent quality on every order. Service – Buyers want reputable suppliers who provide prompt service and believe that the initial order is simply the start of a business relationship. Continuity of supply – Buyers want suppliers who can provide goods over the long term. Price – Buyers evaluate price in conjunction with the other criteria. Buying committee : A formal buying structure in an organization that brings together expertise from the various functional areas to share in the buying decision process. Buying centre: An informal purchasing process in which individuals in an organization perform particular roles but may not have a direct responsibility for the actual decision.
Ethical issues in marketing communications practice: Privacy issues in an online world Sex in advertising Dangerous or disturbing advertising Misleading advertising Targeting children Exaggerated green claims Cultural diversity Chapter 2: Strategic Planning Principles Strategic planning (corporate strategy): The process of determining objectives (setting goals) and identifying strategies (ways to achieve the goals) and tactics (specific action plans) to help achieve objectives. Objectives : Statements of what is to be accomplished in terms of sales, profit, market share, or other measures.
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