1. Answer the following questions.

1. What terms did Maslow use to describe human’s stages of growth?

2. What kind of people did Maslow study to develop his theory?

3. How is Maslow’s theory portrayed? Did he ever use this means?

4. What are basic physiological needs?

5. What are safety needs?

6. Speak about the need for love and belongingness. Are they important to you? Why?

7. What may lack of self-esteem result in?

8. Is self-actualization and self-transcendence necessary to every human-being? Why?

9. Why does Maslow’s theory of needs remain valid today?

2. Match the needs from Maslow’s pyramid (1-5) with the reasons for buying certain products (a-e).

   1. physiological needs

   2. safety needs

   3. social needs

   4. esteem needs

   5. self-fulfilment needs

a) A consumer buys a smoke alarm for her house because she wants to be warned if there is a fire.

b) A consumer buys a yearly subscription to a swimming pool because she would like to train and win a gold medal at the next Olympic Games.

c) A consumer buys popcorn and drinks because he has invited his friends round to watch an important football match on the television,

d) A consumer buys a chocolate bar because he is hungry.

e) A consumer buys the latest fashion accessory so that she can look and feel good.

3. Put the words of each sentence in the correct order.

1) certain, Customers, to, lifestyle, like, a, maintain.

2) concern, A, is,customer, major, to, immediate, for, family, provide, how, the.

3) physiological, Buying, and, need, of, food, is, a, satisfying, example, drink, an.

4) service, customer, to, highly, attuned, needs, Some, sectors, are.

5) Consumer Life Cycle, time, The, how, needs, of, shows, a, consumer, period. change, over.

4. A marketing specialist is talking about purchasing behaviour. Replace the underlined expressions with alternative phrases from the list below (a - g). One question has two possible answers.

1. purchasing behavior

2. personal involvement

3. final purchasing decision

4. purchasing pattern

5. impulse purchasing

6. purchase intentions

7. routine purchases

The (1) actual decision to buy a product depends on the type of product or service. With yoghurt, for example, many customers wait until they are in the supermarket, in front of the row of yoghurts, before they decide. On the other hand, for a more expensive product, with higher (2) thought and psychological investment from the consumer it may take place a long time before the purchase. Our research shows that some customers spend three years thinking about the next type of car they will buy. Obviously, over these three years the (3) plans to buy may change a lot. Then there are those (4) purchases without any thought because they are a habit that we all make without thinking. I always get pasta, eggs and milk. at the supermarket so I never write them on the list and I always look out for special offers and promotions. This kind of (5) shopping habit is very diffcult for a marketing team to change. However, (6) buying something you like when you see it is created, by different customer needs, and here we can really make a difference.