1.

**Consumer Motivation:** The decision to buy a product to solve a problem or satisfy a need,
involving conscious and unconscious motives, rational and emotional factors.

2. **Maslow's Hierarchy of Needs:** A theory suggesting human needs form a hierarchy, from basic
physical needs to higher-level needs like safety, esteem, and self-actualization.

3. **Internal Variables of Consumer Behavior:** Factors such as perception, attitude, and learning
that influence how consumers interpret and respond to stimuli.

4. **External Variables of Consumer Behavior:** Social and cultural influences, including reference
groups, social class, and culture, shaping values, opinions, and behavior.

5. **Market Segmentation:** Analyzing consumers demographically, psychographically, and

geographically to define target groups, considering factors like family life cycle stages and heavy-
user theory.

6. **Marketing Concept:** The idea that marketing, advertising, and merchandising revolve around
the consumer, emphasizing consumer-centric practices.
Certainly! Here are the extracted definitions and concepts from the provided text:

1. **Consumer Motivation:**
- A consumer's decision to buy is driven by problem-solving or satisfying a need.
- Purchasing motives can be conscious or unconscious.
- Brands in the same category may have both conscious and unconscious motivations.
- Rational and emotional motives influence consumer choices.

2. **Maslow's Hierarchy of Needs:**

- A.H. Maslow's theory states that human needs form a hierarchy.
- Needs range from basic (physical) to social, safety, esteem, and self-actualization.
- Marketing should align with the target population's needs on Maslow's hierarchy.

3. **Internal Variables of Consumer Behavior:**

- Internal variables include perception, attitude, and learning.
- Perception is subjective and selective; advertising shapes product image.
- Attitudes involve feelings, knowledge, and readiness to behave toward a product.
- Learning theory principles (meaning, contiguity, reward, repetition) are applied in advertising.

4. **External Variables of Consumer Behavior:**

- External variables are social and cultural.
- Reference groups influence values, opinions, and behavior.
- Social class and culture impact spending patterns and values.

5. **Market Segmentation:**
- "Know your prospects" is a cardinal rule of advertising.
- Consumers are analyzed demographically, psychographically, and geographically.
- Demographic data (age, income, etc.) and psychographic factors (lifestyle) are considered.
- The family life cycle combines demographic and psychographic approaches.

6. **Geographic Analysis:**
- Geographic differences influence consumer attitudes and consumption patterns.
- Products may sell better in specific areas; color preferences vary regionally.

7. **Heavy-User Theory and 80/20% Rule:**

- A small proportion of consumers (heavy users) contributes significantly to product
consumption.
- The 80/20% rule: 20% of buyers contribute to 80% of goods purchased.
- Marketing efficiency is achieved by targeting heavy users.

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8. **Marketing Concept:**
- Marketing, advertising, and merchandising revolve around the consumer.
- Understanding consumer needs is essential for effective marketing strategies.

Questions:
- A consumer's purchasing decision attempts to solve a problem or satisfy a need.
- Marketing communicators should understand motivation theory to inform consumers about
products and motivate them to buy.
- Examples of motives for buying a more expensive brand include taste, impressing friends, and
parental influence. Other motives could be quality, brand image, or societal status.
- Two other types of motives are rational and emotional. The importance depends on the product;
cosmetics might appeal more to emotional motives, while an investment firm may focus on rational
motives.
- An ad for cosmetics might appeal to emotional motives, an ad for an investment firm to rational
motives, and an ad for a cruise could target both rational and emotional motives.
- The pyramidal form of Maslow's hierarchy is significant as it categorizes needs in a hierarchical
manner, indicating that basic needs must be satisfied before higher-level needs.
- Whether one agrees with the order of Maslow's hierarchy or the idea that "man's needs can never
be fully satisfied" is subjective and varies among individuals.
- The majority of the population in a country may be at different levels of Maslow's hierarchy,
impacting the application of the marketing concept.
- Perception in advertising is crucial as it influences how individuals interpret and respond to
stimuli, affecting their purchasing decisions.
- The consistency among the three components of attitudes (feelings, knowledge, and readiness to
behave) implies that they typically align with each other.
- Advertisements utilizing the principles of meaning, contiguity, reward, and repetition can be found
by analyzing various marketing campaigns across different platforms.
- Social groups influence values, opinions, and behavior. Reference individuals and groups to which
one belongs or aspires often impact decision-making.
- Social class is based on factors like family background, occupation, income, and education.
Advertisements often target specific social classes with tailored appeals.
- Dominant culture encompasses shared attitudes, customs, and behaviors. Advertisements reflect
the dominant culture through depictions of lifestyle, clothing, and preferences.
- Subcultures may have different values. Advertisements targeting subcultures should be modified
to align with their distinct characteristics.
- Sources of demographic data include census reports. Ad campaigns may differ based on
demographics like age, education, and income.
- Psychographic data, focusing on lifestyle and personality traits, become more important as
people can spend more on luxuries.
- The family life cycle influences consumer interests at various stages, impacting the types of
goods that are appealing.
- Geographical differences in consumption patterns can vary, influencing product preferences in
different regions.
- The heavy-user theory and the 80/20% rule may or may not apply to a specific area, depending
on consumer behavior and product categories.

By Hanan Anflous

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