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Marketing Strategy Choices

Using Maslow's Hierarchy of Needs as a framework, prepare a marketing strategy for one of the following four choices by identifying an appropriate need level for the target audience and developing a suitable appeal:

-Girl Scouts
-GNC's (General Nutrition Center) new anti-oxidant line
-A candidate for president
-An upscale food store such as Whole Foods

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Maslow's hierarchy of needs as a framework is in essence composed of five areas - Physiological, Safety, Belonging, Esteem, and Self-Actualization. Those needs are usually presented in the form of a pyramid, where physiological needs are at the base, and self-actualization is at the tip of the pyramid. Above physiological needs is safety, belonging, and esteem (Maslow, 1994). The basic theory behind the needs framework is that human needs follow a consistent pattern, starting with the base. Without first accomplishing the most required needs, the other needs are less important or irrelevant. For instance, if the need for food and water has not been satisfied, other needs such as prestige become ...

Solution Summary

The expert uses Maslow's Hierarchy to examine market strategy choices.