Question

For each of the following products select a level from Maslow’s Hierarchy of need and describe how to use the need selected to promote the product. The products are books (hard copy), Wilson baseball gloves, and Samsung phones, and Honda Snow Throwers. What are the pros and cons to using Maslow’s needs hierarchy in segmenting and positioning.

Answer 1

Answer 1) Maslow's hierarchy of needs state that people are motivated to achieve certain needs and that some needs take precedence over others. Our most basic need is for physical survival, and this will be the first thing that motivates our behavior. Once that level is fulfilled the next level up is what motivates us, and so on.

Maslow noted that the order of needs might be flexible based on external circumstances or individual differences. For example, he notes that for some individuals, the need for self-esteem is more important than the need for love. For others, the need for creative fulfillment may supersede even the most basic needs.

Maslow (1987) also pointed out that most behavior is multi-motivated and noted that “any behavior tends to be determined by several or all of the basic needs simultaneously rather than by only one of them”