Theory of Motivation in Marketing - 1954 Words

Introduction Any fundamental knowledge about marketing should consider the fact that this process involves various psychological underpinnings, including motivation. The theory of motivation in marketing does not only pertain to a single theoretical construct, but to a number of premises that explain how marketers may respond to the motivational needs of consumers. Consumers purchase products and patronise services depending on how those products respond to their basic biological needs or to psychological needs for esteem, status, social recognition, belonging, and/or self-actualisation (Drummond, et al. 2008). A consumer’s actual motivation causes him or her to move or respond to the message of a promotion or advertisement and the type of response often determines the effectiveness (or lack thereof) of marketing strategies. By identifying consumer motivations, marketers help satisfy their needs, thereby facilitating the relationship between these consumers and business organ izations. In any case, knowledge about the general motivation theory, and its different sub-theories, allow marketers to develop marketing mix, strategies, and solutions to respond to the needs of various consumer demographics, aspirations, and goals. These insights are further elaborated in the succeeding sections of this paper. Theoretical Context Before examining some recent examples of marketing strategies, campaigns, and approaches that align with the theory of motivation, it is essential toShow MoreRelatedIntroduction To Motivation Theory And Its Influence On Marketing Essay1331 Words   |  6 PagesBrief introduction to motivation theory and its influence on marketing INTRODUCTION Marketing occupies a very important part in the development of the company. â€Å"Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods, and services to create an exchange and satisfy individual and organizational objectives.†( American Marketing Association 2004) But how marketers know why consumers do what they do and what product they need? 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