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    Tutorial Intro To Marketing

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    Thu Hiền Khương
    Marketers work to identify consumer needs and create wants by tapping into consumer psychology using tools like Maslow's hierarchy of needs. They must be able to distinguish between needs and wants that they have created. The Kindle was Amazon's first original product and took 4 years to develop, becoming the #1 best-selling product and surpassing hardbook sales in ebooks. Marketers have shifted their focus over time from a production concept focused on efficiency to a marketing concept that links needs to wants and demands backed by money. Companies understand consumer psychology and the state of deprivation that exists.

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    Tutorial Intro To Marketing

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    Thu Hiền Khương
    22 views17 pages
    Marketers work to identify consumer needs and create wants by tapping into consumer psychology using tools like Maslow's hierarchy of needs. They must be able to distinguish between needs and wants that they have created. The Kindle was Amazon's first original product and took 4 years to develop, becoming the #1 best-selling product and surpassing hardbook sales in ebooks. Marketers have shifted their focus over time from a production concept focused on efficiency to a marketing concept that links needs to wants and demands backed by money. Companies understand consumer psychology and the state of deprivation that exists.

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    Tutorial Intro to Marketing

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    Marketers work to identify consumer needs and create wants by tapping into consumer psychology using tools like Maslow's hierarchy of needs. They must be able to distinguish between needs and wants that they have created. The Kindle was Amazon's first original product and took 4 years to develop, becoming the #1 best-selling product and surpassing hardbook sales in ebooks. Marketers have shifted their focus over time from a production concept focused on efficiency to a marketing concept that links needs to wants and demands backed by money. Companies understand consumer psychology and the state of deprivation that exists.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    22 views17 pages

    Tutorial Intro To Marketing

    Uploaded by

    Thu Hiền Khương
    Marketers work to identify consumer needs and create wants by tapping into consumer psychology using tools like Maslow's hierarchy of needs. They must be able to distinguish between needs and wants that they have created. The Kindle was Amazon's first original product and took 4 years to develop, becoming the #1 best-selling product and surpassing hardbook sales in ebooks. Marketers have shifted their focus over time from a production concept focused on efficiency to a marketing concept that links needs to wants and demands backed by money. Companies understand consumer psychology and the state of deprivation that exists.

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    You are on page 1of 17

    Tutorial 1

    PMK S2_2019
    How do they do it?
    ❖ As marketers you are identifying consumer
    NEEDs
    ➢ And creating WANTs from these NEEDs
    ➢ Be able to separate the two
    ■ (consumers struggle to do this, if you’ve done
    your job)
    ➢ Need ==> implies a state of deprivation
    ➢ WANTs ---> DEMANDs
    ■ Only if backed by $$$
    ❖ Maslow’s hierarchy = a powerful tool to tap
    into consumer psychology
    Who is doing Marketing?
    *Kindle = first original
    product

    *4 years to develop

    *#1 selling product

    *Ebooks sales >


    hardbooks
    Falling behind - why?
    a brief history of stuff
    1. Production concept
    ○ Prodn efficiency and low P
    2. Product concept
    ○ Quality, performance and innovative features
    ○ Continuous improvements can -> Marketing
    myopia…

    3. Selling concept
    ○ Pushing sales volume > customer relationships
    4. Marketing concept
    ○ Needs -> wants-> demands ($$)
    5. Societal Marketing concept
    Back to Maslow and our human needs
    Remember, a state of deprivation

    (Peter Vermeulen, 2016 Twitter)


    Companies know this
    Ch2: Planning & Strategy
    Vision | Mission | Objectives
    Now make your own
    Activity
    1. Find the mission of a company you admire
    2. Identify the consumer need
    References
    Swagler, Roger (1997). "Modern Consumerism". In Brobeck, Stephen. Encyclopedia of the Consumer Movement. Santa
    Barbara, Calif.: ABC-Clio. pp. 172–173. ISBN 0874369878., which is based on Swagler, R. (1994). "Evolution and
    Applications of the Term Consumerism: Theme and Variations". Journal of Consumer Affairs. 28 (2): 347–360.
    doi:10.1111/j.1745-6606.1994.tb00856.x.

    Eriksson, Kai (20 November 2012). "On self-service democracy: Configurations of individualizing governance and self-
    directed citizenship". European Journal of Social Theory. Retrieved 1 November 2014.

    Vermeulen, P. 2012. Twitter. Available: https://twitter.com/pvermeul_peter/status/790490744293355520)

    Levine, Madeline. "Challenging the Culture of Affluence". Independent School. 67.1 (2007): 28-36. Archived 27 September
    2011 at the Wayback Machine

    Conspicuous Consumerism Timeline by Holly Cargill. Available:


    http://sds.parsons.edu/designmanagement/conspicuous-consumerism-timeline-by-holly-cargill/

    Qvist, P. 2017. Stockholm School of Economics. Available:


    https://www.hhs.se/en/research/institutes/misum-startpage/past-events/sustainable-consumption/

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