Select two advertisements and describe the needs identified by Abraham Maslow that each ad addresses.

Select two advertisements and describe the needs identified by Abraham Maslow that each ad addresses

Motivation is the inward drive we have to get what we need. In the mid-1900s, Abraham Maslow, an

American psychologist, developed the hierarchy of needs shown in Figure 3.4.

1. Select two advertisements and describe the needs identified by Abraham Maslow that each ad addresses.

2. Analyze the advertisement using the concepts of marking and consumer segmentation, and discuss how it aligns to the organization’s mission.

3. Find an international version of an advertisement for one of the products.

4. What differences do you detect in the international version of the ad? How did the underlying aspects of marketing and psychology utilized in the advertisement change?

Note: Please review my expectations for the assignment. I expect your response to include 2 or more references from the APUS Library system (failure to include such references will detract from your grade on the assignment), and be presented in APA Format. Deliverable length is a minimum of 2 body pages.

Here is the entire chapter 3 and four. Please not plagiarism and follow the instructions for a great paper please and I will give you a great tip!!!!

CHAPTER 3 Consumer Behavior: How People Make Buying Decisions

Why do you buy the things you do? How did you decide to go to the college you?re attending? Where do like to

shop and when? Do your friends shop at the same places or di?erent places? Do you buy the same brands multiple

times or eat at the same restaurants frequently?

Marketing professionals that have the answers to those questions will have a much better chance of creating,

communicating about, and delivering value-added products and services that you and people like you will want to buy. That?s what the study of consumer behavior is all about.Consumer behaviorconsiders the many

reasons?personal, situational, psychological, and social?why people shop for products, buy and use them,

sometimes become loyal customers, and then dispose of them.

Companies spend billions of dollars annually studying what makes consumers ?tick.? Although you might not

like it, Google, AOL, and Yahoo! monitor your Web patterns?the sites you search, that is. The companies that pay forsearch advertising, or ads that appear on the Web pages you pull up after doing an online search, want to

?nd out what kind of things interest you. Doing so allows these companies to send you popup ads and coupons

you might actually be interested in instead of ads and coupons for things such as retirement communities.

Massachusetts Institute of Technology (MIT), in conjunction with a large retail center, has tracked consumers in

retail establishments to see when and where they tended to dwell or stop to look at merchandise. How was it

done? By tracking the position of the consumers? mobile phones as the phones automatically transmitted signals to cellular towers, MIT found that when people?s ?dwell times? increased, sales increased, too.[1]

Researchers have even looked at people?s brains by having them lie in scanners and asking them questions about di?erent products. What peoplesayabout the products is then compared to what their brains scans

show?that is, what they are really thinking. Scanning people?s brains for marketing purposes might sound nutty,

but maybe not when you consider the fact that eight out of ten new consumer products fail, even when they are

test marketed. Could it be possible that what people say about potential new products and what they think about them are di?erent? Marketing professionals want to ?nd out.[2]

Studying people?s buying habits isn?t just for big companies. Small businesses and entrepreneurs can study the

behavior of their customers with great success. By ?guring out what zip codes their customers are in, a business

might determine where to locate an additional store. Small businesses such as restaurants often use coupon codes.

For example, coupons sent out in newspapers are given one code. Those sent out via the Internet are given

another. When the coupons are redeemed, the restaurants can tell which marketing avenues are having the

biggest e?ect on their sales.

FIGURE 3.1 Tony Hsieh, the chief executive of the shoe company Zappos.com, reportedly has thirty thousand followers on Twitter and his Zappos blog. Dell has begun making millions on Twitter by providing followers with exclusive deals, outlet o?ers, and product updates. To see the top users of Twitter, go to http://www.twitterholic.com.

© Zappos.com, Inc.

Some businesses, including a growing number of startups, are using blogs and social networking Web sites to

gather information about their customers at a low cost. For example, Proper Cloth, a company based in New York,

has a site on the social networking site Facebook. Whenever the company posts a new bulletin or photos of its

clothes, all its Facebook ?fans? automatically receive the information on their own Facebook pages. ?We want to

hear what our customers have to say,? says Joseph Skerritt, the young MBA graduate who founded Proper Cloth. ?It?s useful to us and lets our customers feel connected to Proper Cloth.?[3]Skerritt also writes a blog for the

company. Twitter and podcasts that can be downloaded from iTunes are two other ways companies are amplifying the ?word of mouth? about their products.[4]

Environmental factors (such as the economy and technology) and marketing actions taken to create,

communicate about, and deliver products and services (such as sale prices, coupons, Internet sites, and new

product features) may a?ect consumers? behavior. However, a consumer?s situation, personal factors, and culture

also in?uence what, when, and how he or she buys things. We?ll look at those factors inSection 1.Section 2focuses

on di?erent types of buying decisions and the stages consumers may go through when making purchase

decisions.

1. FACTORS THAT INFLUENCE CONSUMERS? BUYING BEHAVIOR

LEARNING OBJECTIVES

1. Describe the personal and psychological factors that may in?uence what consumers buy and when they buy it. 2. Explain what marketing professionals can do to in?uence consumers? behavior. 3. Explain how looking at lifestyle information helps ?rms understand what consumers want to purchase. 4. Explain how Maslow?s hierarchy of needs works. 5. Explain how culture, subcultures, social classes, families, and reference groups a?ect consumers? buying behavior.

You?vebeenaconsumerwithpurchasingpowerformuchlongerthanyouprobablyrealize?sincethe ?rst time you were asked which cereal or toy you wanted. Over the years, you?ve developed rules of thumbormentalshortcutsprovidingasystematicwaytochooseamongalternatives,evenifyouaren?t awareofit.Otherconsumersfollowasimilarprocess,butdi?erentpeople,nomatterhowsimilarthey are, make di?erent purchasing decisions. You might be very interested in purchasing a Smart Car, but yourbestfriendmightwanttobuyaFordF-150truck.Whatfactorsin?uencedyourdecisionandwhat factors in?uenced your friend?s decision? As we mentioned earlier in the chapter, consumer behavior is in?uenced by many things, includingenvironmentalandmarketingfactors,thesituation,personalandpsychologicalfactors,family,and culture. Businesses try to ?gure out trends so they can reach the people most likely to buy their productsinthemostcost-e?ectivewaypossible.Businessesoftentrytoin?uenceaconsumer?sbehavior with things they can control such as the layout of a store, music, grouping and availability of products, pricing, and advertising. While some in?uences may be temporary and others are long lasting, di?erent factors can a?ect how buyers behave?whether they in?uence you to make a purchase, buy additional products, or buy nothing at all. Let?s now look at some of the in?uences on consumer behavior in more detail.

46 PRINCIPLES OF MARKETING VERSION 2.0

atmospherics The physical aspects of the selling environment retailers try to control.

1.1 Situational Factors Have you ever been in a department story and couldn?t ?nd your way out? No, you aren?t necessarily directionallychallenged.Marketingprofessionalstakephysicalfactorssuchasastore?sdesignandlayout into account when they are designing their facilities. Presumably, the longer you wander around a facility, the more you will spend. Grocery stores frequently place bread and milk products on the opposite ends of the stores because people often need both types of products. To buy both, they have to walk around an entire store, which of course, is loaded with other items they might see and purchase. Store locations also in?uence behavior. Starbucks has done a good job in terms of locating its stores. It has the process down to a science; you can scarcely drive a few miles down the road without passing a Starbucks. You can also buy cups of Starbucks co?ee at many grocery stores and in airports?virtually any place where there is foot tra?c. Physical factors that ?rms can control, such as the layout of a store, music played at stores, the lighting, temperature, and even the smells you experience are called atmospherics. Perhaps you?ve visitedtheo?ceofanapartmentcomplexandnoticedhowgreatitlookedandevensmelled.It?snocoincidence. The managers of the complex were trying to get you to stay for a while and have a look at theirfacilities.Researchshowsthat?strategicfragrancing?resultsincustomersstayinginstoreslonger, buying more, and leaving with better impressions of the quality of stores? services and products. Mirrors near hotel elevators are another example. Hotel operators have found that when people are busy looking at themselves in the mirrors, they don?t feel like they are waiting as long for their elevators.[5] Notallphysicalfactorsareunderacompany?scontrol,however.Takeweather,forexample.Rainy weathercanbeaboontosomecompanies,likeumbrellamakerssuchasTotes,butaproblemforothers.Beachresorts,outdoorconcertvenues,andgolfcoursessu?erwhenitisrainingheavily.Businesses such as automobile dealers also have fewer customers. Who wants to shop for a car in the rain? Firms often attempt to deal with adverse physical factors such as bad weather by o?ering specials duringunattractivetimes.Forexample,manyresortso?erconsumersdiscountstotraveltobeachlocations during hurricane season. Having an online presence is another way to cope with weather-related problems.Whatcouldbemorecomfortablethanshoppingathome?Ifit?srainingtoohardtodriveto the GAP, REI, or Abercrombie & Fitch, you can buy products from these companies and many others online. You can shop online for cars, too, and many restaurants take orders online and deliver. Crowding is another situational factor. Have you ever left a store and not purchased anything becauseitwasjusttoocrowded?Somestudieshaveshownthatconsumersfeelbetteraboutretailerswho attempt to prevent overcrowding in their stores. However, other studies have shown that to a certain extent,crowdingcanhaveapositiveimpactonaperson?sbuyingexperience.Thephenomenonisoften referred to as ?herd behavior.?[6] If people are lined up to buy something, you want to know why. Should you get in line to buy it too? Herd behavior helped drive up the price of houses in the mid-2000s before the prices for them rapidlyfell.Unfortunately,herdbehaviorhasalsoledtothedeathsofpeople.In2008,astoreemployee was trampled to death by an early morning crowd rushing into a Walmart to snap up holiday bargains. Social Situation The social situation you?re in can signi?cantly a?ect your purchase behavior. Perhaps you have seen Girl Scouts selling cookies outside grocery stores and other retail establishments and purchased nothing from them, but what if your neighbor?s daughter is selling the cookies? Are you going to turn her down or be a friendly neighbor and buy a box (or two)?

CHAPTER 3 CONSUMER BEHAVIOR: HOW PEOPLE MAKE BUYING DECISIONS 47

Video Clip

Thin Mints, Anyone? Are you going to turn down cookies from this cute Girl Scout? What if she?s your neighbor?s daughter? Pass the milk, please!

Companies like Pampered Chef that sell their products at parties understand that the social situation makes a di?erence. When you?re at a friend?s Pampered Chef party, you don?t want to look cheap or disappointyourfriendbynotbuyinganything.Certainsocialsituationscanalsomakeyoulesswilling tobuyproducts.Youmightspendquiteabitofmoneyeachmontheatingatfast-foodrestaurantslike McDonald?s and Subway. Where do you take someone for your ?rst date? Some people might take a ?rstdatetoSubway,butotherpeoplewouldperhapschoosearestaurantthat?smoreupscale.Likewise, ifyouhaveturneddownadrinkordessertonadatebecauseyouwereworriedaboutwhattheperson you were with might have thought, your consumption was a?ected by your social situation.[7] Time The time of day, time of year, and how much time consumers feel like they have to shop a?ect what they buy. Researchers have even discovered whether someone is a ?morning person? or ?evening person? a?ects shopping patterns. Have you ever gone to the grocery store when you are hungry or after pay day when you have cash in your pocket? When you are hungry or have cash, you may purchase morethanyouwouldatothertimes.Seven-ElevenJapanisacompanythat?sextremelyintunetotime and how it a?ects buyers. The company?s point-of-sale systems at its checkout counters monitor what issellingwellandwhen,andstoresarerestockedwiththoseitemsimmediately?sometimesviamotorcycle deliveries that zip in and out of tra?c along Japan?s crowded streets. The goal is to get the products on the shelves when and where consumers want them. Seven-Eleven Japan also knows that, likeAmericans,itscustomersare?timestarved.?Shopperscanpaytheirutilitybills,localtaxes,andinsurance or pension premiums at Seven-Eleven Japan stores, and even make photocopies.[8] Companies worldwide are aware of people?s lack of time and are ?nding ways to accommodate them.Somedoctors?o?ceso?erdrive-throughshotsforpatientswhoareinahurryandforelderlypatientswho?nditdi?culttogetoutoftheircars.Tickets.comallowscompaniestosellticketsbysendingthemtocustomers?mobilephoneswhentheycallin.Thephones?displaysarethenreadbybarcode scanners when the ticket purchasers arrive at the events they?re attending. Likewise, if you need customerservicefromAmazon.com,there?snoneedtowaitonthetelephone.Ifyouhaveanaccountwith Amazon, you just click a button on the company?s Web site and an Amazon representative calls you immediately. Reason for the Purchase Thereasonyouareshoppingalsoa?ectstheamountoftimeyouwillspendshopping.Areyoumaking an emergency purchase? What if you need something for an important dinner or a project and only have an hour to get everything? Are you shopping for a gift or for a special occasion? Are you buying something to complete a task/project and need it quickly? In recent years, emergency clinics have sprungupinstripmallsalloverthecountry.Convenienceisonereason.Theotherissheernecessity.If you cut yourself and you are bleeding badly, you?re probably not going to shop around much to ?nd the best clinic. You will go to the one that?s closest to you. The same thing may happen if you need something immediately.

View the video online at: http://www.youtube.com/v/GJHN4eutKjY

48 PRINCIPLES OF MARKETING VERSION 2.0

personality An individual?s disposition as other people see it.

self-concept How a person sees himself or herself.

ideal self How a person would like to view himself or herself.

Purchasing a gift might not be an emergency situation, but you might not want to spend much timeshoppingforiteither.Giftcerti?cateshavebeenpopularforyears.Youcanpurchasegiftcardsfor numerousmerchantsatyourlocalgrocerystoreoronline.Bycontrast,supposeyouneedtobuyanengagementring.Sure,youcouldbuyoneonlineinaji?y,butyouprobablywouldn?tdothat.Whatifthe diamond was fake? What if your signi?cant other turned you down and you had to return the ring? How hard would it be to get back online and return the ring?[9] Mood Have you ever felt like going on a shopping spree? At other times wild horses couldn?t drag you to a mall. People?s moods temporarily a?ect their spending patterns. Some people enjoy shopping. It?s entertaining for them. At the extreme are compulsive spenders who get a temporary ?high? from spending. Asourmoodcanspoilaconsumer?sdesiretoshop.ThecrashoftheU.S.stockmarketin2008left many people feeling poorer, leading to a dramatic downturn in consumer spending. Penny pinching came into vogue, and conspicuous spending was out. Costco and Walmart experienced heightened sales of their low-cost Kirkland Signature and Great Value brands as consumers scrimped.[10] Saks Fifth Avenue wasn?t so lucky. Its annual release of spring fashions usually leads to a feeding frenzy among shoppers, but spring 2009 was di?erent. ?We?ve de?nitely seen a drop-o? of this idea of shopping for entertainment,? says Kimberly Grabel, Saks Fifth Avenue?s senior vice president of marketing.[11]Togetbuyersintheshoppingmood,companiesresortedtodi?erentmeasures.Theupscaleretailer Neiman Marcus began introducing more mid-priced brands. By studying customer?s loyalty cards,theFrenchhypermarketCarrefourhopedto?ndwaystogetitscustomerstopurchasenonfood items that have higher pro?t margins. Theglummoodwasn?tbadforallbusinessesthough.DiscounterslikeHalf-Pricedbookssawtheir sales surge. So did seed sellers as people began planting their own gardens. Finally, what about those products(AquaGlobes,Snuggies,andPedEggs)youseebeinghawkedontelevision?Theirsaleswere the best ever. Apparently, consumers too broke to go on vacation or shop at Saks were instead watching television and treating themselves to the products.[12]

1.2 Personal Factors

Personality and Self-Concept Personalitydescribes a person?s disposition, helps show why people are di?erent, and encompasses a person?s unique traits. The ?Big Five? personality traits that psychologists discuss frequently include openness or how open you are to new experiences, conscientiousness or how diligent you are, extraversion or how outgoing or shy you are, agreeableness or how easy you are to get along with, and neuroticismor how prone you are to negative mental states. Dopersonalitytraitspredictpeople?spurchasingbehavior?Cancompaniessuccessfullytargetcertain products to people based on their personalities? How do you ?nd out what personalities consumers have? Are extraverts wild spenders and introverts penny pinchers? The link between people?s personalities and their buying behavior is somewhat unclear. Some research studies have shown that ?sensation seekers,? or people who exhibit extremely high levels of openness, are more likely to respond well to advertising that?s violent and graphic. The problem for ?rms is ?guring out ?who?s who? in terms of their personalities. Marketers have had better luck linking people?s self-concepts to their buying behavior. Yourselfconcept is how you see yourself?be it positive or negative. Your ideal self is how you would like to seeyourself?whetherit?sprettier,morepopular,moreeco-conscious,ormore?goth,?andothers?selfconcept,orhowyouthinkothersseeyou,alsoin?uencesyourpurchasebehavior.Marketingresearchersbelievepeoplebuyproductstoenhancehowtheyfeelaboutthemselves?togetthemselvescloserto their ideal selves. The slogan ?Be All That You Can Be,? which for years was used by the U.S. Army to recruit soldiers, is an attempt to appeal to the self-concept. Presumably, by joining the U.S. Army, you will becomeabetterversionofyourself,whichwill,inturn,improveyourlife.Manybeautyproductsandcosmetic procedures are advertised in a way that?s supposed to appeal to the ideal self people seek. All of us want products that improve our lives. Gender, Age, and Stage of Life Whiledemographicvariablessuchasincome,education,andmaritalstatusareimportant,wewilllook atgender,age,andstageoflifeandhowtheyin?uencepurchasedecisions.Menandwomenneedand buy di?erent products.[13] They also shop di?erently and in general, have di?erent attitudes about

CHAPTER 3 CONSUMER BEHAVIOR: HOW PEOPLE MAKE BUYING DECISIONS 49

FIGURE 3.2 Marketing to men is big business. Some advertising agencies specialize in advertisements designed speci?cally to appeal to male consumers.

© 2010 Jupiterimages Corporation

shopping. You know the old stereotypes. Men see what they want and buy it, but women ?try on everythingandshop?tiltheydrop.?There?ssometruthtothestereotypes.That?swhyyouseesomany advertisements directed at one sex or the other?beer commercials that air on ESPN and commercials for household products that air on Lifetime. Women in?uence fully two-thirds of all household product purchases, whereas men buy about three-quarters of all alcoholic beverages.[14]The shopping di?erences between men and women seem to be changing, though. Younger, well-educated men are less likely to believe grocery shopping is a woman?s job and would be more inclined to bargain shop and use coupons if the coupons were properly targeted at them.[15] One survey found that approximately 45 percent of married men actuallylikeshopping and consider it relaxing. One study by Resource Interactive, a technology research ?rm, found that when shopping online, men prefer sites with lots of pictures of products and women prefer to see products online in lifestyle context?say,alampinalivingroom.Womenarealsotwiceaslikelyasmentouseviewingtoolssuch as the zoom and rotate buttons and links that allow them to change the color of products.

Video Clip

What Women Want versus What Men Want Check out this Heineken commercial, which highlights the di?erences between ?what women want? and ?what men want? when it comes to products.

Many businesses today are taking greater pains to ?gure out ?what men want.? Products such as face toners and body washes for men such as the Axe brand and hair salons such as the Men?s Zone and Weldon Barber are a relatively new phenomenon. Some advertising agencies specialize in advertising directed at men. There are also many products such as kayaks and mountain bikes targeted toward women that weren?t in the past. Youhaveprobablynoticedthatthethingsyoubuyhavechangedasyouage.Think about what you wanted and how you spent ?ve dollars when you were a child, a teenager,andanadult.Whenyouwereachild,thelastthingyouprobablywantedasagift was clothing. As you became a teen, however, cool clothes probably became a bigger priority.Don?tlooknow,butdependingonthestageoflifeyou?recurrentlyin,diapers and wrinkle cream might be just around the corner. If you?re single and working after graduation, you probably spend your money di?erently than a newly married couple. How do you think spending patterns change when someone has a young child or a teenager or a child in college? Diapers and day care, orthodontia, tuition, electronics?regardless of the age, children a?ect the spending patterns of families. Once children graduate from college and parents are empty nesters, spending patterns change again. Empty nesters and baby boomers are a huge market that companies are trying to tap. Ford and other car companies have created ?aging suits? for young employees to wear when they?re designing automobiles.[16] The suit simulates the restricted mobility and vision peopleexperienceastheygetolder.Cardesignerscanthen?gureouthowtocon?guretheautomobiles to better meet the needs of these consumers.

View the video online at: http://www.youtube.com/v/yIutgtzwhAc

50 PRINCIPLES OF MARKETING VERSION 2.0

FIGURE 3.3 You?re only as old as you feel?and the things you buy.

© 2010 Jupiterimages Corporation

chronological age A person?s age in years.

cognitive age The age a buyer perceives himself or herself to be.

psychographics Measuring the attitudes, values, lifestyles, and opinions of consumers using demographics.

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Running Head: Advertisement Using the Concepts 1 Advertisement Using the Concepts