1-4 Flashcards
Key Differences Between Push Vs Pull Marketing
- push strategy
the direction of marketing efforts to intermediaries.
no such communication is required
customers aware of the product or brand
employs sales force, trade promotion, money, etc., to convince channel partners
concentrates on resource allocation, whereas pull strategy is involved with responsiveness
There is a long lead time
low brand loyalty in a category.
- pull strategy
marketing efforts to the end-user
customer demands communication of products
customer seek the product or brand.
utilizes advertising, promotion, and any other form of information to prompt customers to demand products
suited for products with high brand loyalty.
Maslow’s hierarchy of needs
idea in psychology proposed by American Abraham Maslow in his 1943 paper “A Theory of Human Motivation”
humans’ innate curiosity.
stages of growth in humans.
created a classification system
universal needs of society
pursuit of different levels of needs.
hierarchical order.
reach fifth level of the hierarchy: self-actualization.
Maslow (1943, 1954) people are motivated to achieve certain needs
most basic need is for physical survival,
The original hierarchy of needs five-stage model includes:
- Physiological needs - biological requirements for human survival, e.g. air, food, drink, shelter, clothing, warmth, sex, sleep.
If these needs are not satisfied the human body cannot function optimally.
most important as all the other needs become secondary
- Safety needs - needs for security and safety become salient. These needs can be fulfilled by the family and society (e.g. police, schools, business and medical care).
For example, emotional security, financial security (e.g. employment, social welfare), law and order, freedom from fear, social stability, property, health and wellbeing (e.g. safety against accidents and injury).
- Love and belongingness needs - third level of human needs is social and involves feelings of belongingness.
Belongingness - human emotional need for interpersonal relationships,
Examples of belongingness needs include friendship, intimacy, trust, and acceptance, receiving and giving affection, and love.
- Esteem needs - fourth level in Maslow’s hierarchy and include self-worth, accomplishment and respect. Maslow classified esteem needs into two categories: (i) esteem for oneself (dignity, achievement, mastery, independence) and (ii) the desire for reputation or respect from others (e.g., status, prestige).
- need for respect or reputation is most important for children
- Self-actualization needs - highest level in Maslow’s hierarchy, and refer to the realization of a person’s potential
desire to accomplish everything that one can, to become the most that one can be.
Expanded Hierarchy of Needs
include cognitive and aesthetic needs (Maslow, 1970a) and later transcendence needs (Maslow, 1970b).
include a seven-stage model and an eight-stage model; both developed during the 1960s and 1970s.
- Biological and physiological needs - air, food, drink, shelter, warmth, sex, sleep, etc.
- Safety needs - protection from elements, security, order, law, stability, freedom from fear.
- Love and belongingness needs - friendship, intimacy, trust, and acceptance, receiving and giving affection and love. Affiliating, being part of a group (family, friends, work).
- Esteem needs - which Maslow classified into two categories: (i) esteem for oneself (dignity, achievement, mastery, independence) and (ii) the need to be accepted and valued by others (e.g., status, prestige).
- Cognitive needs - knowledge and understanding, curiosity, exploration, need for meaning and predictability.
- Aesthetic needs - appreciation and search for beauty, balance, form, etc.
- Self-actualization needs - realizing personal potential, self-fulfillment, seeking personal growth and peak experiences. A desire “to become everything one is capable of becoming”(Maslow, 1987, p. 64).
- Transcendence needs - A person is motivated by values which transcend beyond the personal self (e.g., mystical experiences and certain experiences with nature, aesthetic experiences, sexual experiences, service to others, the pursuit of science, religious faith, etc.).
Expanded Hierarchy of Needs
include cognitive and aesthetic needs (Maslow, 1970a) and later transcendence needs (Maslow, 1970b).
include a seven-stage model and an eight-stage model; both developed during the 1960s and 1970s.
- Biological and physiological needs - air, food, drink, shelter, warmth, sex, sleep, etc.
- Safety needs - protection from elements, security, order, law, stability, freedom from fear.
- Love and belongingness needs - friendship, intimacy, trust, and acceptance, receiving and giving affection and love. Affiliating, being part of a group (family, friends, work).
- Esteem needs - which Maslow classified into two categories: (i) esteem for oneself (dignity, achievement, mastery, independence) and (ii) the need to be accepted and valued by others (e.g., status, prestige).
- Cognitive needs - knowledge and understanding, curiosity, exploration, need for meaning and predictability.
- Aesthetic needs - appreciation and search for beauty, balance, form, etc.
- Self-actualization needs - realizing personal potential, self-fulfillment, seeking personal growth and peak experiences. A desire “to become everything one is capable of becoming”(Maslow, 1987, p. 64).
- Transcendence needs - A person is motivated by values which transcend beyond the personal self (e.g., mystical experiences and certain experiences with nature, aesthetic experiences, sexual experiences, service to others, the pursuit of science, religious faith, etc.).
Tourist Motivation for Travelling
• The need for Escape or Change
• Travel for Health
• Travel for Sports
• Social Contact
• Status and Prestige
• Travel for Education
• Personal Values
• Cultural experience
• Shopping & Bargain Hunting
• Professional & Business Motives
• Search for Natural Beauty
Tourist Motivation for Travelling
• The need for Escape or Change
• Travel for Health
• Travel for Sports
• Social Contact
• Status and Prestige
• Travel for Education
• Personal Values
• Cultural experience
• Shopping & Bargain Hunting
• Professional & Business Motives
• Search for Natural Beauty
The Learning Process of a Tourist
Tourism - can provide different experiences to customers, but there is still a lot to know about the factors that contribute to a memorable journey.
- aims to propose a theoretical framework by identifying the core processes that are sense-making and meaningful in a Memorable Tourism Experience (MTE).
According to Kotler’s Definition, learning involves changes in an individual’s behavior arising out of the experience.
Following are the features of consumer learning:
• Consumer learning is a process. continually changes and acquires new knowledge.
• This knowledge can be obtained from reading, discussing, observing, thinking, etc.
• Newly acquired knowledge or personal experience, both serve as feedback.
Elements of Consumer Learning
- Motivation - driving force of all important things to be learnt.
Motives allow individuals to increase their readiness
It also helps in activating the energy to do so.
Cues are not strong as motives, but their influence in which the consumer responds to these motives.
- Response signifies how a consumer reacts to the motives or even cues. The response can be shown or hidden, but in either of the cases learning takes place.
- Reinforcement is increases the probability of a particular response in the future driven by motives and cues.
Drives
- strong stimulus that encourages action by which the individual can reduce his need. Drives are internal. behind certain behavior patterns.
a product purchase is the result of a drive to satisfy some need.
Cues
stimuli that exist in the individual’s environment.
weaker stimuli that direct the individual’s responses to the drive-by determining how, when, and where it will occur. Cues, thus, trigger drives in individuals. They are capable of providing direction to motivated activities.
Cues influence how consumers respond to a motive. Cues could be the products themselves, their advertisements, signs, colors, price, product design, store displays, or promotional offers. Cues suggest specific ways to satisfy motives.
Response
A response is an effort to satisfy a drive. It is the overt behavior the individual takes in reacting to the drives and cues. Not that all learning includes an overt response.
Thus, it includes both overt and covert (hidden or mental) activities. The consumer reacts to a stimulus coming from the environment. The specific response chosen depends on the cues and the person’s experience.
Again, the consumer is not bound to make one response against a particular stimulus all the time. He may make several responses to one single stimulus. “Before learning occurs, our innate characteristics order responses to a stimulus from the most likely to least likely response.
Reinforcement
Reinforcement is the result of the response. It occurs when the response is followed by satisfaction, that is, reducing a drive. Reinforcement strengthens the relationship between the cue and the response.
It may also lead to a similar response the next time the drive occurs. Repeated reinforcement leads to the development of a habit. It makes the decision process routine for the individual. Reinforcement increases the tendency for the response to re-occur in a similar situation.
Reinforcement depends upon the degree to which the felt need of the consumer is gratified. Reinforcement may be positive, as when the response eases the drive or satisfies the need, or it may be negative as when the response provides no result or an undesirable one. Reinforcement may be even primary or secondary. Primary reinforcements reduce primary drives, and secondary reinforcements reduce secondary drives.
Learning is a process of interactions between four factors: drives, cues, responses, and reinforcements.
- learning is a process which continually evolves and changes as a result of newly acquired knowledge or from experience,
- the process of learning starts because of the drives,
- cues create drives,
- individuals respond to the cues,
- future responses are related to reinforcements.
Tourism and hospitality is
one of the world’s largest and fastest-growing industries.
It contributes greatly to global economic development.
independent and competitive businesses; yet, they are interrelated and interdependent.
The components of the tourism and hospitality network are: food and beverage services, lodging services, recreation and entertainment services, and travel and tourism services.
Tourism and hospitality is an important human activity with economic, social, cultural, and educational significance.
Tourism and hospitality is
one of the world’s largest and fastest-growing industries.
It contributes greatly to global economic development.
independent and competitive businesses; yet, they are interrelated and interdependent.
The components of the tourism and hospitality network are: food and beverage services, lodging services, recreation and entertainment services, and travel and tourism services.
Tourism and hospitality is an important human activity with economic, social, cultural, and educational significance.
Tourism and hospitality is
one of the world’s largest and fastest-growing industries.
It contributes greatly to global economic development.
independent and competitive businesses; yet, they are interrelated and interdependent.
The components of the tourism and hospitality network are: food and beverage services, lodging services, recreation and entertainment services, and travel and tourism services.
Tourism and hospitality is an important human activity with economic, social, cultural, and educational significance.
