Marketing Applications 4.04 pt.2

Buying a new pair of shoes since the ones you have are worn out.

• Emotional Motive

• Patronage Motive

• Rational Motive

Buying a toothpaste that you have used all your life.

• Emotional Motive

• Rational Motive

• Patronage Motive

Going to a certain store because you know it is well kept and has good customer service.

• Emotional Motive

• Rational Motive

• Patronage Motive

What is a need?

• Something that's desired but you may or may not be essential.

• Something you'll never buy

• Something that is required or essential that is lacking.

• Something that someone else needs.

What is a want?

• Something that's desired but you may or may not be essential.

• Something that is lost

• Something that is not required but essential

• Something that is required or essential that is lacking.

What is a motive mixture?

• A Mixture is basically basing your purchase decision on your dominant buying motive

• Motivates a customer who makes purchases from one business rather than another.

• Motives drive a customer to make purchases based on their feelings, emotions, or impulse.

• Drive customers to make purchases on the basis of reason, judgment, or logic

What should you be observing?

• Actions and reactions, Mannerisms, Facial expressions

• Looks, Clothes, Hair

• Name, Age, Height

• Actions, Voice, Posture

How do you show interest in customers?

• Put yourself in their shoes and understand their point of view is.

• Use words such as “ I understand” “I see what you mean”

• walk away

• disregard what they are saying and become defensive.

What type of questions should you be asking questions?

• Short Simple and Direct Questions

• Questions That Require a Positive Response

• complain to them and ask long-winded questions

• More Than Yes or No Questions

Who does it benefit?

"their needs and wants are satisfied"

• Customer

• Salesperson

• Business