Schiffmann - Consumer Behaviour - Chapter 4&5
Chapter 4 Questions:
1. Define motivation by using a figure to explain the motivation process
2. Discuss the statement “marketers don´t create needs; needs pro-exist marketers.” Can marketing efforts change consumers’ needs? Why or why not? Can marketing efforts arouse consumer needs? If yes, how?
1 Marketers do not create needs, though in some instances they maymake consumers more keenly aware of unfelt needs. The tact that many new products take illustrates that marketers often do not recognize or understandconsumer needs and that they cannot create a need for products. On the other hand, there are countless examples of products that have succeeded in themarketplace because they fulfill consumer needs.
2 Marketing efforts are generally not designed to change consumer needs but to create or trigger “wants” for products/services that consumerswould then purchase to satisfy needs that already exist. Market-orientedcompanies use consumer research to uncover relevant needs, translate theminto “wants” by designing appropriate products and services, and position
3. Explain two types of goal by giving an example.
Eating fruits is healthy for your body.
Lead Goals = eating 5 servings of fruits and vegetables will lead me to the bigger goal.
Lag Goals = the easy to measure, end goal that lags behind the total results of the smaller goals all added together. When I step on the scales I will know if I have, or have not reached the goal.
LAG Goals are:
They are easy to measure. You either make it or you don’t.
Then often are associated with The Big Goal (hence the term “Big Hairy Audacious Goal . . . or BHAG)
They tend to extend out over a longer period of time.
They are often seen as “Team” or “Organization” goals.
LEAD Goals are:
Predictable and Influencable. They lead to the bigger, LAG goal. The question is asked, “what two or three things can you do to move you toward the bigger goal?”
Shorter term, usually a week or less in
1. Define motivation by using a figure to explain the motivation process
2. Discuss the statement “marketers don´t create needs; needs pro-exist marketers.” Can marketing efforts change consumers’ needs? Why or why not? Can marketing efforts arouse consumer needs? If yes, how?
1 Marketers do not create needs, though in some instances they maymake consumers more keenly aware of unfelt needs. The tact that many new products take illustrates that marketers often do not recognize or understandconsumer needs and that they cannot create a need for products. On the other hand, there are countless examples of products that have succeeded in themarketplace because they fulfill consumer needs.
2 Marketing efforts are generally not designed to change consumer needs but to create or trigger “wants” for products/services that consumerswould then purchase to satisfy needs that already exist. Market-orientedcompanies use consumer research to uncover relevant needs, translate theminto “wants” by designing appropriate products and services, and position
3. Explain two types of goal by giving an example.
Eating fruits is healthy for your body.
Lead Goals = eating 5 servings of fruits and vegetables will lead me to the bigger goal.
Lag Goals = the easy to measure, end goal that lags behind the total results of the smaller goals all added together. When I step on the scales I will know if I have, or have not reached the goal.
LAG Goals are:
They are easy to measure. You either make it or you don’t.
Then often are associated with The Big Goal (hence the term “Big Hairy Audacious Goal . . . or BHAG)
They tend to extend out over a longer period of time.
They are often seen as “Team” or “Organization” goals.
LEAD Goals are:
Predictable and Influencable. They lead to the bigger, LAG goal. The question is asked, “what two or three things can you do to move you toward the bigger goal?”
Shorter term, usually a week or less in