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Tutorial Intro To Marketing

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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Thu Hiền Khương
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30 views

Tutorial Intro To Marketing

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.

Uploaded by

Thu Hiền Khương
Copyright
© © All Rights Reserved
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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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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