Marketing Lesson Plan 10 – 16 – 12 Understanding Consumer ...



Marketing Lesson Plan 10 – 16 – 12 Understanding Consumer Behavior

2.01 Acquire a foundational knowledge of selling to understand its nature and scope.

EQ: What is represented by Maslow’s Hierchy of needs? (ranking of importance)

Warm-Up: There are three categories of influences on consumers = psychological (come from within a person, needs), social (influences from family, friends, media, etc) and situational (come from environment – weather, physical location of store, time of day, buyer’s mood, financial conditions, etc.)

From the list below – determine which you think would be psychological, social or situational:

1. Whitney buys her prom dress at Northgate Mall. __________________

2. I always think I need Doritas at a Super Bowl Party because of the ads during the game. __________

3. Jerry and Frank were going to the game. It got rained out so they decided to go to the movies._________

4. Bill noticed the family was running low on toothpaste – so he stopped to buy some Crest. _____________

5. Devin and Gloria stopped by Wendy’s after the game. ___________________________________________

DISCUSSION

Intro:

In the 1950’s, Abraham Maslow, a psychologist was trying to figure out why people behave the way they do. He developed a theory that is now referred to as Maslow’s Hierarchy of needs. Maslow states that unsatisfied needs motivate people to act. However all needs are not equal. Certain needs must be met before others. Certain needs are more forceful than others. Maslow create the pyramid – the needs lower to the base must be met before consumers can advance to the next level. 1= Physical/Physiological (water-food-clothing-shelter-rest) 2 = Safety (freedom from danger & financial security) 3 = Acceptance/Belongingness (affection – approval – belonging) 4 = Esteem (self-respect & respect from others) 5 = self-actualization (obtaining personal goals – helping others)

ACTIVITY 1 – MONITORS TURNED OFF

Video on Maslow will be shown to the class:

ACTIVITY 2 – MONITORS ON : Access quiz on QUIA titled MASLOW. IMPORTANT – DO NOT SUBMIT ANSWERS UNTIL TOLD TO DO SO. Chose correct answer, plus use the handout of the pyramid to mark your answers for each section of the diagram. For example, you may show questions 1, 5, 7 assigned to Physical needs, 2, 4, 6 assigned to Safety, etc.

ACTIVITY 3 GROUP ACTIVITY – ONLY MONITORS OF CAPTAINS ON After completing the quiz, Rows 1 and 2 on the left side will form a team with Ayomide as the captain. Rows 1 and 2 on the right side will form a team with Jerrad as the captain. Rows 3 and 4 on the left side will form a team with Dylan as the captain, and Rows 3 and 4 on the right side will form a team with Grant as a captain.

Teams will be seated so that it is easy to share information. The captain will use a sheet to poll team members on their responses to each question. After team members have reached a consensus, the captain will make necessary changes to his/her quiz and will submit his/her answers for the team. Reaching a consensus will allow team members to express why they made their choice and to convince other team members to change their minds. Captains - Make note of what the score was for the group.

DISCUSS THE RESULTS

Intro: Marketers can use their understanding of the consumers’ needs to develop product and marketing mixes that satisfy unconscious needs as well as the conscious wants. Customers may not shop for a particular product; rather they may shop for the need satisfying quality of the product referred to as the benefit. Salesman are often most successful when they present the benefits of their products. The salesman helps the customer see the connection between product features and the desired benefit. A buying motive is the reason a consumer seeks a product. Understanding buying motives can be particularly helpful to salespeople.

Examples: Bachelor may be interested in exercise equipment, but may be concerned it takes up too much space for his small apartment. Smart sales will show the bachelor how the equipment can fold flat and store under his bed. Can anyone think of a way a salesperson could present a benefit to a prospective customer? (perhaps related to make-up, perfume, new hairstyle, etc.

ACTIVITY 4: MONITORS OFF

Class will view video on the social influence the media can have on consumers.

Discussion – How were you affected by viewing the video - - how much bottled water do you consume?

In review, Maslow, out of his desire to look at humans more as individuals, identified needs that must be addressed in a hierarchical order. It is important to note, however, that not all people are driven by the same needs. At any time different people may be motivated by entirely different factors. It is important to understand the needs being pursued by each consumer you deal with.

Self Actualization

Questions:

TTL.

Esteem Needs

Questions:

TTL.

Acceptance/Belonging

Questions

TTL.

Safety

Questions:

TTL.

Physical

Questions

TTL.

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