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Hierarchy Concepts in Marketing

Dianne Irene All Rights Reserved

Abstract
Maslow's theory of needs construct a viable marketing concept that implies that consumer targets can reflect a basis of perspectives and the decisions that come with those perspectives. Leaders that have their basic needs met can focus on the higher actualization needs and this can reflect in their decisions. Global Green seeks to reach the target market of leaders and decision makers in a company where their buying power and decision making process can reflect a platform that will become a part of the more general population.

The global market consists of a diverse consumer spectrum and an equally diverse leadership base. The decisions made by the leaders of these companies will create a springboard for emerging practices. Understanding the consumer and their development phase can assist in developing marketing messages that encourage market consumption.

Introduction
The perception of needs and desires effectively contribute to consumer participation. Understanding this process and its relation to human behavior can impact an effective marketing plan. The advances of technology and a changing market create a dynamic of diversity that implies a perspective in organizational needs. Targeting those who make business decisions and decide on consumer products for companies where a more generalized population participates can be a strong marketing consideration.

Maslow’s Theory of Needs and its Application to Marketing
Maslow's theory of needs reflects basic human desires and emphasizes a continuum of motivations that lead to outcomes.  He was unique in his studies as he sought to define what a whole individual appeared to be and how that applies to behavior. Integrating the intuitive and reflective nature constitutes a balanced decision making process (Korthagen, 2005). Presenting a consumer with an idea that a product or service falls in the scope of a need will lead to stronger consumer action.

Companies need leaders to understand the importance of how consumer products and services reflect the dynamics in a larger global marketplace. These leaders will make the decision on practices and production which will in turn effect how the rest of the market functions and competes. Strong consumer practices can lend a strong advantage to a changing market. Leaders can create a dynamic that leads to the much needed change in production practices towards a more sustainable outcome. Our environment will eventually effect the fabric of all living beings and their practices. Leaders are responsible and and usually able to usher in new practices and products.

The Consumer Behavior Model (or industrial model) and the Marketing Effort
The consumer behavior needs to reflect a changing needs system. Basic human needs of food and shelter may take precedence over products or services that are less essential to immediate survival needs. However, the new understanding of how needs build upon one another can lend a benefit to human consumption. Leaders or executive at companies may be more interested in products or services that are higher up on the hierarchy of needs and thus will fit into a more specialized target market  (Wilson and Madsen, 2008). Being aware of the consumer need associated with their perspective and how all of these needs lend themselves to an eventual bigger picture in the consumer market. Focusing on the needs of the consumer and marketing to those needs will create a marketing concept that reaches the target market.

Conclusion
Leaders and executives of companies have the ability to utilize their perspective of holistic needs in how we consume and utilize sustainable resources and products. By reaching this target market, the education of sustainability can trickle down into the more general population through their buying power and power of decision making process.

Eventually all consumer decisions effect the global market and the dynamics of how they interact. How we consume our products today will effect how our future generations see that product. Also, the leaders of companies who hold purchasing power and in effect hold the choice of company practices will then trickle down to societal practices. Understanding the perspectives of consumers and leaders will bridge the gap between such practices. Utilizing the idea of needs and consumer trends will strengthen marketing strategies and improve market value. A holisitc perspective encourages that process in consumer perception.

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