ࡱ> RTQ'` bjbjVwVw S44FT>>>>Z $ $5h@999999@v -|>)X0`,c9cc|99 > >4 "B 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 Maslows 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, buyers mood, financial conditions, etc.) From the list below determine which you think would be psychological, social or situational: Whitney buys her prom dress at Northgate Mall. __________________ I always think I need Doritas at a Super Bowl Party because of the ads during the game. __________ Jerry and Frank were going to the game. It got rained out so they decided to go to the movies._________ Bill noticed the family was running low on toothpaste so he stopped to buy some Crest. _____________ Devin and Gloria stopped by Wendys after the game. ___________________________________________ DISCUSSION Intro: In the 1950s, 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 Maslows 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: http://education-portal.com/academy/lesson/maslows-hierarchy-of-needs.html?gclid=CJu3tOqS_rICFUHNOgodOUIAFg 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. HYPERLINK "http://www.watchknowlearn.org/Video.aspx?VideoID=23008&CategoryID=550"http://www.watchknowlearn.org/Video.aspx?VideoID=23008&CategoryID=550 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. I- 0 = b i Q [ c HR`aƳzsseZOhzhrB*php0hr5>*B*php0hzhr5>*B*php0 hrhrhrhr5>*hnhr5hnhr5>*hr hnhr hr5>*hNhr56>*%hNhr56>*CJOJQJ^Jhr5>*CJOJQJ^J"hzhr5>*CJOJQJ^Jhr5>*CJaJhNhr5>*CJaJI { ! Q \ c tvwxyz{|}~=gdr & Fgdn 3Gtu<=U|!hn}slslssssss hr5>*h`Ghr5>*h,hhr5>*B*phh@*hr5>*h,hhr5>*jhrUmHnHuh@*hr5>*B*phFh@*hr5>*B*phhr5>*B*phhzhr5>*B*phhrhzhrB* phPhzhr5>*B* phP'=  1&',-:EF &d P gd-G&d P gd<\Wgd<\Wd,-DM ]gd@*gdr (1~9:DJV`jp訖}o}fo}o}o}o}o}ohr>*CJaJh-Ghr5>*CJaJhr5>*CJaJjhrUmHnHu#hrB*CJOJQJ^JaJphDDD)h@*hrB*CJOJQJ^JaJphDDDh<\Whr5>*hThr0J5jho]UjhrUhr hPhr hr5>*h= hr5>*'FKLaklqry&d P gd<\W &d P gd-G61hP:p / =!"#$% nU'J`mt>_hjPNG  IHDR* 0`PLTE!yۯق껇τaaBrW]gȬszצ4ZbKGDH cmPPJCmp0712Hs&zIDATx^] 8V;sgS AB=2Ѯz$=$Dk?f$F Hd<5 Hd<5 Ȭ8eγֻZe[֐ۥIjB _wݮI:\VkÀ/GnYrYM3~vw#(ժ. $_M}fx|CU@Hܾ* bh!*`6 5Xu1擑m"V99sԴM@T_:#پu*& 70 ڀݪ\nؠ<%ɈcΠlϣ%#'#njirg-'#`r29@ V]Edq879%# -8ui1Xd$MYj[盩.HkSۡ ~wecP6Hc оa ʖ)m w%@: AcP6Hk vHAs7Jn^%FkcP6EDaZ@n~7z{DZdPHO Ҿd vnAݪGn)m2`ils&$yim/ c V-n)-2`;طlAoddkcK7HU? #RJM|eN+nV edGW& l)8b"v@zmtMFL,̖r*4>tg* }0r2&m&+F&9wI1XeLywd|ZDhD@]&Z``1Aaz9H# Q@n !j`4+H} xh:z*$#e͘OyzQrwJaNn.)I rhě$3Ν 91YorK|>C)t㜜`_M5O2<')[' e1ș@C !#) ]ye* ^W4]19< Li[;b9(|G1(9Of2f)4`r:"@n»D˧P? Vb !*Mie1GOs/J\ԩRBG^H {$ d8"U@Z1(p0IM.冽Wd!+۟!-)Ar;Iuo;xsco'@^mwqԴVu8"|yjձ󛝊- 95G H;gޅ@; Z GL$ygͭkںL&yq֐4__o>qxȀ_ H:VfO ih$5RHMAH;ቖd v)EeP RXkd1EeAGm=Q8] AEYo7ʚ'[N&SbP$|Mʬ|Zpb {9΄BɒKj " N$k靀AVj.o ܢcw X"wX)P5/<`)\2P‡+&B-1(2/-1Z~}U@'`b#(yD9eM@ 00$d0ZR@!we0tK31HH Z֊t ʓp %yl !ьBDm0Y %/EStyB qWZp4YU1B銰jBWs6kn7Ekv'-%D :DG7o  ޫ23 <(+qRhZ$y$FFZ1AY T{ ҔyPBxX AIk;k {jSҚ8KG@c ݁# [4.e@, | ZI8ۉtJ1}T*L2X:KN;ADŠn[*My^X+bfGb?c2Zk2-1K! $ݙRz!mZ%d̵ =,eF8L%D@sY9`H 4ŜCtEX)@?|ȩS_ :+P' $S4&; ~}<2` ##8 =.2(k{Gq9,gf o?qIe(+Z8ÜgV|'lS'f@ީlEU%6A`hj}UAƬ mγmDmV|`ՌVC""pDoFˬ2Mf0@B,c&EN (E#$$vړ7rJ6s{z-ǧ-[Pmcu!K>R5QO.=3,B$)ZGz@xm9RJt H =D]aa;/4(KP8쵲 !!,0A ^[@Fk%<a%-1^Jdb~?dt ¶MUo^q-NEC LʐX"R BkE5X!mY{ " Hyz4YbTFn.is}|ͣCأAOq-q>&.`}QflZ'a h5=/P|E< [z 7XVzJzA[I|t:{A i34< @Z8sVx& KFFоc@\]Z@|m Rj\/ Num^ִf[Tw6U[pi@<ϟ- 1쯮0bAi8M6,4]?0r@ԣ#[@0TQf60-"Ҽd~3n)& 0Ʊ"o&1e G!$ޘ.ʯ]F2{XJPBd5g׬ k6KIA Ք(P!GZ1 hyW29a-%ɼ=IXY,R`8+2Gͼ/ċ_ldDF8hA=nIVv Α^ WyeM$ˆ!)͓(A`d %MB@x Oӣ$2{zb֟TŵcPi_䆟z5\OSnZwWDwx6vYce溆)l .S(A@rHBh @BAS F5@2tF;N;xr@dl9KvxϓSseP0,BԐn9 rɐÄTj~@buG,<:೜n9{\y`}~Ƌ<#Tgn@Z ;BڟshPB7GTG#,̀4O_2%\ mwtڄCxBVYg1\~2fJ 򎚆4 [HH-q*OCKR@Z}gAQC9kƒVDޭ}4Wܥ߭|w| O*SCP:ڊYk0z .΄ a%[8( ^% L{ -dYUaeRoVPxSeICޤ2pM~WW-v},|tr&690%6d&$9"u),exܥ)]nԓHnw.οC$An/޸w5fV^]  Ǻm??NI~x>,V&iH %#iPO:2l+d=Y?`vNM|4ڬ} 2s5 2JlƛAsˠK:Rl\>5)i2}@"݂zd!0 \JR 6`hΠȴD4F~/DpJlB'M y(Jl"&H18@TCJ@X\xے L2X/Ʈ.M@ 1|ڀfFJl?=2X{+r@,4|t5߅N E"H z zǃ!w,H$%۰]HB_iL"rly9%0ڕ FF5oayc#thPrL3XMLT!茒WooڏPQGѾ8SMÌػOΓK-2` ǗZ8*Nfdv5uTS S9u8d( YE]xЇDa13 #誊0ZxfZ@no3Ay߯̓2O7,=#=x}Y< [c? 1њ `Y-:%u6*\c)e< VҸFozHM$x_5.KGW_-8E@AWZW k IWE7Z9?Ҡ+CE+fC&#$@ao.eo*3Wb[Vj6ie)SYW@ -.3y ,2_7Z<΅$ n1( aVqKpF*DQq͜~ T,OF4  rwMeLqS. ;9t!|~c0~}4 aJ@i ڰHO^ 5FNTqzDC<sNGd, R~ Šqd*12!n;ΝnFrAb76gdq}M6= `N8@b0Xp!`eC 2e "ڟ z *Nf@wRRY`}I˷/j>0R?$F =P mDf8SDQɿFcQc߶$º16 *CRQ B $)}A1imRS}x@-T4L6ѿ@ K[޽-,1"^WE*sHHp%F܄  H؍* "7 BU8X.<=d WB'!~>HC,)DS(K{C0Ҡ6Y - HNX>9]<$>KTl!pxnvJ"l:;QXjX_h FhZ^CM[XBwxѾM\ ,$ȡ ;5<"y^ar$,S,]h-z*z=8fYzsWYctǰ!==\}O $> ';`@2HDZ%ZS0"*/YQp"J!q:CyFN4 ]V̀<&lUDWMnŠ4.Q+Z>EukJ#`ݷoh k$` bԝjdDjz\ڷ ^KO= zvWL:꒵Y@Uç$h "%OFZ9 QjJIF+x1 f4=gTPe*>1(M= 5"'g˴ 4PA8C(%ϗdT4)ReJd9^e=op@ &6 *J^,!k"z낗 ӻ;1 bE#8/xQ~-/x~'' 5' O@"@d?!c+LcQIENDB`DyK yK http://www.watchknowlearn.org/Video.aspx?VideoID=23008&CategoryID=550yX;H,]ą'cN@N %)Normal dCJPJ_HaJmH sH tH DA@D Default Paragraph FontRiR  Table Normal4 l4a (k@(No List DOD nList Paragraph ^m$R@R z Balloon Text dCJOJQJ^JaJNON zBalloon Text CharCJOJQJ^JaJ:U@!: @* Hyperlink>*B*^Jph, z z zI{!Q\ctvwxyz{|}~=  1&',-:EFKLaklqry0*30*>0*>0*H 0*(0*0*0*0*0*(0*(0*(0*0*(0*(0*(0*(0*(0*(0*(0*(0*(0*(0*(0*(0*(0*(0*80*H 0*X 0*h0*(0*x0*X 0*(0*80*(0*(0*$0*$0*$0*(0*l0*l0*0*0*0*l0*l0*0*0*0*l0*l0*0*0*0*l0*l0*0*0*0*l0*l0*0*0*$0*0*I{!Q\ctvwxyz{|}~=  1&',-:EFKLaklqry00000 0 0 0 0 000000000000000000000000000000000000000000000000000000000000=FXl,b$J`mt>_hj]'8,@8(  |  s >A?"Picture 2"|  s >A?"Picture 3"B S  ?t5)#t p-**t_GoBack.J,^`^Jo(.^`^J.pL^p`L^J.@ ^@ `^J.^`^J.L^`L^J.^`^J.^`^J.PL^P`L^J..J         X , = r,hs#%);>-G`G<\WR]Z1{o]n*|`kN@*j#zPTr @;0@UnknownGz Times New Roman5Symbol3& z Arial7&{ @Calibri5& zaTahoma"h{ '{ 'U % %!43HX $P 2HMarketing Lesson Plan 10  16  12 Understanding Consumer BehaviorSusan  Oh+'0 L Xd   LMarketing Lesson Plan 10 16 12 Understanding Consumer BehaviorSusan$Mktg Lesson Plan 10-16-12 Maslow 2Microsoft Office Word@> @&n@&n՜.+,D՜.+,x4 hp  Toshiba% ' IMarketing Lesson Plan 10 16 12 Understanding Consumer Behavior Title  8@ _PID_HLINKSAPTFhttp://www.watchknowlearn.org/Video.aspx?VideoID=23008&CategoryID=550  !"#$%&'()+,-./013456789:;<=>?@BCDEFGHJKLMNOPSRoot Entry FYUData *1Table2sWordDocumentSSummaryInformation(ADocumentSummaryInformation8ICompObjq  FMicrosoft Office Word Document MSWordDocWord.Document.89q