Slide 12 of 15
Notes:
Maslow's Hierarchy is one of the foundations used in social science and a term
you'll see in a sociology, marketing, psychology, or advertising class. Think of
it in broad terms....humanity going through each of these need levels.
While there are some people in all need levels in the US, most of the households
operate in the safety and esteem levels. Pay attemtion to commercials and you can
see what need level is being addressed.
Understanding Masslow is especially important in global marketing. A can of Coke
might have different value and need satisfaction in Ecuador or China than it does
in the US. The appeals which advertisers must use need to parallel a appropriate
one in another country and culture.
