Consumer Mind Set: Motivation

Nonfiction, Entertainment, Drama, Anthologies
Cover of the book Consumer Mind Set: Motivation by Christoph Stockstrom, GRIN Publishing
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Christoph Stockstrom ISBN: 9783638403993
Publisher: GRIN Publishing Publication: July 29, 2005
Imprint: GRIN Publishing Language: English
Author: Christoph Stockstrom
ISBN: 9783638403993
Publisher: GRIN Publishing
Publication: July 29, 2005
Imprint: GRIN Publishing
Language: English

Seminar paper from the year 2003 in the subject American Studies - Culture and Applied Geography, grade: 1,0, University of Hamburg, 9 entries in the bibliography, language: English, abstract: Introduction We know nothing about motivation. All we can do is write books about it. PETER F. DRUCKER Motivation is a hypothetical construct serving to explain the stimuli of human behavior1, i.e. it describes what 'makes people tick'. Hence, understanding motivation is of vital importance whenever one interacts with other people. In the field of business it is especially relevant in organization science and marketing. While organization science emphasizes the motivation of employees, marketing focuses on the motivation of consumers in order to enable a company to design products which meet consumers' needs and wants. In this context '[t]he investigation of motivation is central to understanding the acquisition, consumption, and disposition of goods, services, and ideas.'2 Taking into account the fundamental role of motivation as a key driver of human behavior, PROFESSOR DRUCKER'S claim would indicate that marketing managers would largely have to rely on luck when designing and marketing their products. However, the situation concerning targeted marketing activities does not seem to be so bleak, if one considers that some companies consistently outperform others. Merely attributing this to a luckier marketing department therefore seems inappropriate. Hence, it is the aim of this paper to probe PROFESSOR DRUCKER'S opinion and shed some light on the different aspects of motivation in consumer research. This requires taking into account the theoretical background of motivation, as well as an analysis of the problems practitioners face when measuring this hypothetical construct. Moreover, one has to investigate how they use these results to derive appropriate marketing strategies. For this purpose, the paper is organized as follows: The second section - without claiming to be exhaustive - provides an overview of the theory necessary to appreciate the importance of motivation. The third section turns to the practical implications considering the collection of information on motivation and the exploitation of this data for marketing purposes. The paper finishes with a summary of the obtained results.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Seminar paper from the year 2003 in the subject American Studies - Culture and Applied Geography, grade: 1,0, University of Hamburg, 9 entries in the bibliography, language: English, abstract: Introduction We know nothing about motivation. All we can do is write books about it. PETER F. DRUCKER Motivation is a hypothetical construct serving to explain the stimuli of human behavior1, i.e. it describes what 'makes people tick'. Hence, understanding motivation is of vital importance whenever one interacts with other people. In the field of business it is especially relevant in organization science and marketing. While organization science emphasizes the motivation of employees, marketing focuses on the motivation of consumers in order to enable a company to design products which meet consumers' needs and wants. In this context '[t]he investigation of motivation is central to understanding the acquisition, consumption, and disposition of goods, services, and ideas.'2 Taking into account the fundamental role of motivation as a key driver of human behavior, PROFESSOR DRUCKER'S claim would indicate that marketing managers would largely have to rely on luck when designing and marketing their products. However, the situation concerning targeted marketing activities does not seem to be so bleak, if one considers that some companies consistently outperform others. Merely attributing this to a luckier marketing department therefore seems inappropriate. Hence, it is the aim of this paper to probe PROFESSOR DRUCKER'S opinion and shed some light on the different aspects of motivation in consumer research. This requires taking into account the theoretical background of motivation, as well as an analysis of the problems practitioners face when measuring this hypothetical construct. Moreover, one has to investigate how they use these results to derive appropriate marketing strategies. For this purpose, the paper is organized as follows: The second section - without claiming to be exhaustive - provides an overview of the theory necessary to appreciate the importance of motivation. The third section turns to the practical implications considering the collection of information on motivation and the exploitation of this data for marketing purposes. The paper finishes with a summary of the obtained results.

More books from GRIN Publishing

Cover of the book JFK by Oliver Stone - A Hollywood Biopic? by Christoph Stockstrom
Cover of the book Experiences of men and women in texas by Christoph Stockstrom
Cover of the book The Future Of The Financial Controller Within Luxury Hotel Chains by Christoph Stockstrom
Cover of the book Environmental Risk Management - Strategic tool or PR-technique? by Christoph Stockstrom
Cover of the book Mixed Method Research - Qualitative Comparative Analysis by Christoph Stockstrom
Cover of the book Which political forces are responsible for retrenchment in social services in social democratic welfare states? by Christoph Stockstrom
Cover of the book The Economic Impact of Venture Capital Backed Companies by Christoph Stockstrom
Cover of the book Poetic Features of Punk Rock Lyrics by Christoph Stockstrom
Cover of the book Die Finanzverfassung der Bundesrepublik Deutschland by Christoph Stockstrom
Cover of the book Types of Verb in English by Christoph Stockstrom
Cover of the book Traditional and Alternative Performance Measurements for Banks by Christoph Stockstrom
Cover of the book Call of the Wild - Heroines in Canadian Women's Wilderness Fiction by Christoph Stockstrom
Cover of the book Love Letters of the Civil War - A Confederate Example in Context by Christoph Stockstrom
Cover of the book Human resource management: Impact of changes in German labour relations by Christoph Stockstrom
Cover of the book Canadian Immigration Policy. Opportunities and steps to get a permanent visa by Christoph Stockstrom
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy