MKT 3130: Principle of Marketing
Needs, Wants, Demands
Instructor: Dr. Kim Chung
II. Needs, Wants, Demands
1. Hierarchy of Maslow
a. It’s implementation in KZ
a. Reflects your needs and wants or marketing shapes your needs and wants? 3. Demands
Needs, wants, demands
According to the Maslow’s hierarchy person needs not too much, however he or she wants a lot, but can afford not all wants, means can not satisfy all demands of his or her wants. This is my point of view on this very interesting topic. Which concern to core concepts that drives marketing processes all over the world nowadays. As a main subject of this essay I decided to take Kazakhstan reality because it is most familiar with me. As a KIMEP’s student I am also going to take this university as an example in understanding what are needs, wants and demands. And will bring examples of my personal needs, wants and demands when I finally understand what it is.
For the beginning I would like to observe Maslow’s hierarchy from the bottom to the top. And try to show the situation about how it is going today on the beginning of the 10’s of 21 century, particularly in Kazakhstan. And will match “Maslow’s needs” to the Wants of person and the ability to create Demand for them. In the bottom of the Maslow’s hierarchy we can find simplest human being’s Needs. Such as needs of food, clothing, shelter, sleep and sex of course. This needs create the biggest area for marketing and marketers to satisfy all these physiological needs of people. Annual real estate property of residents of only developed countries is more than $48 Trillion (the Economist, 2009). And it is of course obvious that this is one of the largest markets. Because every person tends to find food, clothes and shelter. Shelter nowadays means mostly flats and houses are usually person’s home is the biggest and most expensive asset of his property; people spend many years to earn houses. And food providing industry is huge as well, because as people can not avoid eating every day they buy and consume very much. Needs of shelter and food after satisfying it, transfers into Wants of person (which will be discussed later) or leads to second level of needs: Need of Safety. Needs of security includes protection, security in different areas starting from basic security to be able to survive and also more complex ones as security in job, means o have stable income. People’s need in security is satisfied by the state, which is military safety from another countries provided by army and legal security guaranteed by the law. So nobody can violate other one’s freedom. To look deeper in the concept of the state we can see that state is actually satisfaction of humans wants to get stable security and stable norms and regulations. All these fundamentals of the second level of hierarchy take us to the main idea of it, and it is stability in life. Stability is the starting point of the third level of the Maslow’s hierarchy, named Social needs which contains Belongingness and Love needs. Without stability person can not reach and satisfy this level. Social needs represent higher need of person to have spouse or couple, to create family and fully “participate” in society, by giving girth to children to born new person. However even in condition when the person reached stability and safety needs many individuals are not willing to get next level, and that takes time from them to get “full” of sense of secure or they are just already satisfied with condition in which they are. It becomes very common in XXI century particularly in Kazakhstan to get married in middle ages. This is tendency of globalization, in my opinion. People in Kazakhstan as well as people in developed...
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