Speaking to Motivate Week 9

Question 1

What is creating need?

Answer 1

What we need or desire
Maslow’s Hierarchy of needs: marketing

Self-actualization- our need to achieve everything we are capable of becoming
ex. artists, musicians, writing
ex. athleticism, parenting
any gift within
beauty, knowledge
ex. car commercial, army slogan be want you can be

self-esteem- our need to feel good about ourselves
ex. college commercials, gyms

love and belonging
belonging- acceptance/ affliction with our group
ex. beer commercials
love- our need to give/ receive affection
ex. jewelry, cookie dough commercial, mouthwash

safety and security-
safety- illness, accidents, crime
secure- peace of mind from harm/misfortune
ex. financial, home security commercial both, insurance, health insurance

physiological needs- food/beverage
make you hungry / thirsty
ex. hamburger commercial

lower needs need to be satisfied first

Question 2

Try it out What needs would you create?

Answer 2

Ex. Encyclopedias
audience - college students
self-esteem
safety/security -knowledge, good career

audience -older
self actualization
safety/ security -health

Question 3

What are we tapping into?

Answer 3

Attitudes: What we feel to be positive/ negative
- our disposition towards something

Beliefs: What we hold to be true or correct
cultural truisms ex. time is?…money

Values: What we hold to be good or worthy
achievement , beauty, wealth, power,
societal -family
think about the relation between the product you are pitching

ex. encyclopedia
audience- college students
attitude- neutrality , used to online versions , technology
belief’s- knowledge is power, cultural truism
values - knowledge , learning, education

ex. encyclopedia
audience- older
attitude- more favorable, print generation
beliefs-
values -education

Question 4

What are product selling points?

Answer 4

Winning features- what is great about your product
ex. encyclopedia
college students – pictures
older–larger size print

Unique Aspects-
ex. taco bell
taglines-think outside the bun

ex. encyclopedia
college students – lowest price, recent, more entries
older–

Additional uses -what else can you do with it?

ex. encyclopedia
college students – decor, paper weight
older–

Question 5

Anticipating Objections and/ or obstacles and determining ways to overcome these

Answer 5

ex. encyclopedia
college students – money, prefer internet
money-investment internet–can crash, hard to find credible info

older–larger size print