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Maslow’s Hierarchy
of Needs
PSY 1170
Hyunseon Lee
Abraham Maslow
Abraham Maslow(1908-1970)
-Development of Motives
(needs)
-People want to achieve the
deficiency motives
The First Stage of the Hierarchy –
The Physiological Stage
These are the basic needs of human life such as
breathing, excretion and the desire for food,
water, sex, sleep and homeostasis.
If these fundamental needs are not satisfied the
one must surely be motivated to satisfy them.
The Second Stage of the Hierarchy –
The Safety Stage
Once physiological needs have been met,
attention and desire turns to safety and security.
Such needs may be fulfilled by:
• Living in a safe area
• Financial reserves
• Job security
• Good health
The Third Stage of the Hierarchy –
The Love/Belonging Stage
This begins with the love/belonging stage,
which can also be referred to as the ‘social needs
stage’. These are the needs related with
interaction and can include family, friendship
and sexual intimacy.
The Fourth Stage of Hierarchy –
The Esteem Stage
Esteem needs can be classified as external or
internal. Internal esteem needs are related to self-
esteem, such as the need to respect yourself and
achieve. External esteem needs are those such as
social status, reputation and recognition.
The Fifth Stage of Hierarchy –
The Self-Actualisation Stage
Self-actualisation is the summit of Maslow’s
hierarchy of needs. People in this stage tend to have
needs such as: morality,creativity, spontaneity,
problem solving, lack of prejudice, acceptance of
facts, truth, justice, wisdom and meaning.
Marketing
: Customer Satisfaction(CS)
based on
the Maslow’s Hierarchy
of needs
How this content is relevant to me
personally
+ How this content will be of use to
you in your professional life
I want to be a marketer and the Maslow’s Hierarchy of Needs gave me an
inspiration on Customer Satisfaction(CS)
Customers usually have expectations on the product before
they purchase it.
The companies have to offer better service than customer’s
expectation.
Many companies try to accomplish the CS effectively, but
it’s not easy.
I found the solution in the Maslow’s Hierarchy of Needs
CS is the key point on the marketing
The customer’s needs based on the
Maslow’s Hierarchy of Needs
With an example of Zip-Line
: The Reasonable Price,
Abundant quantity
Ex) The customers want cheaper price for riding a
zip-line and they also want to take a long time
to ride it. -> offering a discount coupon
: Hygiene, Cleanliness,
Amenities, safety
Ex) The customers want to wear helmet when
riding a zip-line
: Kindness, Bond, Tie
Ex) The customers want the
employer to give them
kindness and enough
explanation for riding a
zip-line
: Respect(Responding
the customer’s
demanding),
Interest, Attention
-> Key point
Ex) The customers want the
company to listen their claims
and always be ready to help
them; responsive to their voices
: Special Treatment for VIP
(offering the best service)
Ex) The VIP customers
want special
treatment

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Maslow

  • 2. Abraham Maslow Abraham Maslow(1908-1970) -Development of Motives (needs) -People want to achieve the deficiency motives
  • 3. The First Stage of the Hierarchy – The Physiological Stage These are the basic needs of human life such as breathing, excretion and the desire for food, water, sex, sleep and homeostasis. If these fundamental needs are not satisfied the one must surely be motivated to satisfy them.
  • 4. The Second Stage of the Hierarchy – The Safety Stage Once physiological needs have been met, attention and desire turns to safety and security. Such needs may be fulfilled by: • Living in a safe area • Financial reserves • Job security • Good health
  • 5. The Third Stage of the Hierarchy – The Love/Belonging Stage This begins with the love/belonging stage, which can also be referred to as the ‘social needs stage’. These are the needs related with interaction and can include family, friendship and sexual intimacy.
  • 6. The Fourth Stage of Hierarchy – The Esteem Stage Esteem needs can be classified as external or internal. Internal esteem needs are related to self- esteem, such as the need to respect yourself and achieve. External esteem needs are those such as social status, reputation and recognition.
  • 7. The Fifth Stage of Hierarchy – The Self-Actualisation Stage Self-actualisation is the summit of Maslow’s hierarchy of needs. People in this stage tend to have needs such as: morality,creativity, spontaneity, problem solving, lack of prejudice, acceptance of facts, truth, justice, wisdom and meaning.
  • 8. Marketing : Customer Satisfaction(CS) based on the Maslow’s Hierarchy of needs How this content is relevant to me personally + How this content will be of use to you in your professional life
  • 9. I want to be a marketer and the Maslow’s Hierarchy of Needs gave me an inspiration on Customer Satisfaction(CS) Customers usually have expectations on the product before they purchase it. The companies have to offer better service than customer’s expectation. Many companies try to accomplish the CS effectively, but it’s not easy. I found the solution in the Maslow’s Hierarchy of Needs CS is the key point on the marketing
  • 10. The customer’s needs based on the Maslow’s Hierarchy of Needs With an example of Zip-Line
  • 11. : The Reasonable Price, Abundant quantity Ex) The customers want cheaper price for riding a zip-line and they also want to take a long time to ride it. -> offering a discount coupon
  • 12. : Hygiene, Cleanliness, Amenities, safety Ex) The customers want to wear helmet when riding a zip-line
  • 13. : Kindness, Bond, Tie Ex) The customers want the employer to give them kindness and enough explanation for riding a zip-line
  • 14. : Respect(Responding the customer’s demanding), Interest, Attention -> Key point Ex) The customers want the company to listen their claims and always be ready to help them; responsive to their voices
  • 15. : Special Treatment for VIP (offering the best service) Ex) The VIP customers want special treatment