Sigmund Freud

Question 1

What do the ideas of freudian?

Answer 1

Freudian ideas unlock deeper product and advertisement meanings. When a person examines specific brands, she or he will react not only to their stated capabilities but also to other, less conscious cues such as shape, size and weight.

Question 2

What are marketing implications

Answer 2

o Unconsious motives underlying purchases trace a

o Symbolis in products to compromise id and superego stated instrumental

Question 3

What is Laddering

Answer 3

A technique to person’s motivation from the ones to the more terminal

Question 4

What does the theory of Maslow explain

Answer 4

It explains why people are driven by particular needs at particular times. His answer is that human needs are arranged in a hierarchy from most to least pressing.

Question 5

How the hierarchy of maslow looks like

Answer 5

1. Physiological needs -> water, food shelter
2. Safety needs -> Security and protection
3. Social needs -> Sense of belonging, love
4. Esteem needs -> Self-esteem, recognition, status
5. Self-actualisation needs-> Self-Development needs

Question 6

Explain the two-factor theory of Frederick Herzberg?

Answer 6

Theory that distinguishes dissatisfiers from satisfiers. The absence of dissatisfiers is not enough to motivate a purchase: satisfiers must be present.

Question 7

Which two implications does Herzberg’s theory have?

Answer 7

1. Sellers should do their best to avoid dissatisfiers. Although these things will not sell a product, they might easily unsell it. (bad experiences)
2. The seller should identify the major satisfiers or motivators of purchase in the market and then supply them (discount)