Unit 2 DB: Positioning Strategies Applying Maslow

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Unit 2 DB: Positioning Strategies Applying Maslow

From the reading this week you found that Maslow’s Hierarchy is a useful tool for understanding consumer motivations and is readily adaptable to a marketing strategy. In the week’s discussion please respond to the following:

1) Briefly discuss the advantages and disadvantages of using Maslow’s Hierarchy of Needs model in segmentation and positioning.

2) Provide an example of a product or service for each level of the hierarchy. Why does the product or service meet the criteria in that level?

3) From your examples, did the marketer focus their advertising appeals on a need level that is likely to be shared by a large segment of the prospective target market?


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