Effective Marketing Hierarchy from Abraham Maslow - By: Daiv Russell

Abraham Maslow's Hierarchy of Needs was created in 1943. Maslow could not have realized that his theory would become one of the most important influences in the study of human behavior and his lessons would continue to impact the world well into the next century.

Abraham Maslow said that people act out of feelings caused by emotional needs which have not been satisfied. We are compelled to try and resolve those needs in a certain set order. Second tier needs follow those that are of prime importance to the individual. Third tier needs follow second level ones, and so forth.

Physiological needs, the things humans need in order to live, form the first and most fundamental level of the hierarchy of needs. Safety is the next level, and social needs come next. Self-esteem follows next once the social level has been satisfied, and the final level is self-actualization. Maslow's theory is an excellent framework for marketing efforts. Each sale of a product sells a concrete product but also an abstract view of that product (such as its prestige or the change it will help the consumer achieve). The more levels of the hierarchy a product seems to satisfy, the more successful the marketing will be for that product.

The most successful marketing campaigns appeal to human needs that are near the bottom of the hierarchy of needs. Marketers must understand their audience in order to be effective. For example, a product aimed at a higher level in the hierarchy, such as esteem, will not be effective if it is marketed to consumers scrambling to fulfill much more fundamental needs such as safety.

In order to be successful in any marketing endeavor, the first step is to get a firm grasp on the psychographic motivators to which you will be appealing. Which need on the hierarchy is your product going to fulfill? How will it fulfill this need, and how can you prove to your potential customers that it will effectively fulfill their need?

Maybe a more important question is how you can tell which level of need your potential customer is currently attempting to address. If a customer comes to you asking for your product, then they are doing a large portion of your work for you. However, it's exceedingly difficult to understand the needs of a complete stranger when you are attempting a cold sale.

The best way to overcome this obstacle is simple, and it's one that every marketer is taught from the very beginning of their career: just talk. Talk about sports, the weather, or family life - anything other than the product you are trying to sell. Chatting with your potential customer in a friendly, non-pressured way will allow you to pick up on invaluable clues about their needs.

When you are able to understand the motivations of your potential customers, you approach the ability to meet their needs. After you figure out what motivates them then you can gear your sales pitch towards what will be effective for each customer. As you understand the needs of customers in general you can be more effective in selling to the market in general.

Many management practices today are based on Maslow's theory. His theory can also be useful when it comes to marketing. The most important thing is to be aware of how you can help the customer decide that they need your product.

About the Author

Daiv Russell is a marketing and management consultant with Envision Web Marketing. Read more Articles about Small Business Management, learn about Abraham H. Maslow and the Maslow hierarchy of needs.

Article Directory Source: http://www.articlerich.com/profile/Daiv-Russell/20690

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