Week 4

1
??????????????????????????

• ??????????????????????????????????
• Week 4

2
??????????? (Needs)

• ??????????? (Needs) ??????????????????????????????
  ???????????????????????? ?????????????
• ?????????????????????? (Primary Needs)
  ???????????????????????? (Biological Needs)
• ???????????????????????? (Secondary Needs)
  ??????????????????? (Social Needs)
  ???????????????????????????????????? (Learned
  Needs)

3
????????????????????

• ???????? (Goals) ?????????????????????????????????
  ?????????????????????????????????? (Needs)
  ????????????????? ????????????????????????????????
  ?? (Motive) ??????????????????????????????????????
  ????? (Goal oriented) ????????????????????????????
  ??????
• ?????????????????????? (Generic Goals)
• ?????????????????????? (Brand Specific Goals)

4
???????????????????????????????????

• ??????????????????????????????????? (Maslows
  Hierarchy of Human Needs)

5
???????????????????????????????????

• ??????? 1 ????????????????????? Physiological
  Needs (Food, Water, Air, Shelter, Sex)
• ??????? 2 ??????????????????????????
  ????????????? Safety and Security Needs
  (Protection Order Stability)
• ??????? 3 ???????????????????? ???????????????????
  ????? ????????? Social Needs (Affection,
  Friendship, Belonging)
• ??????? 4 ???????????????????? ??????????
  ????????? ???????????????????????? Ego Needs
  (Prestige, Status, Self-Respect)
• ??????? 5 ???????? Self-Actualization
  (Self-Fulfillment)

6
??????? 5 ???????? Self-Actualization
(Self-Fulfillment)

• ????????????????????????? (Aesthetics Needs)
• ?????????????????????????? (Needs to Know ????
  Curiosity Needs)

7
????????

• ???????????????????
• ????????????????????????????????? (Based on
  Needs)
• ???????????????????????? ???? ?????????????
  Frustration (???? Tension)
• ??????????????????????????? (Goal-Directed)
• ??????????????????? (Muster up all the effort)

8
???????????????????????????????????

• ???????? (Motivation) ?????????????? (Motives)
• ??????? ??????????? (Drive) ??????????????????
  ?????????????????????????????????

9
??????????????????????
???????????
?????????? ??????????? ???????????????????????????
??
??????????????????????????????????
??????????
?????????????
????????
???????????????????????????????????
??????????????????
10
??????????????

• ?????????? ??????????? ???????????????????????????
  ???????????? (Unfulfilled, Needs, Wants and
  Desires)

11
??????????????

• ????????????? (Tension)
• ?????????? (Drive)
• ???????? (Behavior)
• ??????????? (Learning)
• ??????????????????

12
??????????????????????????????????????

• ????????, ??????? (appetite-Hunger)
• ?????????????????????? (Love of Offspring)
• ?????? (Health)
• ?????????????????? (Sex Attraction)
• ?????????????????????? (Parental Affection)
• ?????????????? (Ambition)
• ??????????? (Pleasure)
• ??????????????????????? (Bodily Comfort)
• ??????????????? (Possession)
• ????????????????????? (Approval of Other)

13
?????????????????????????????????????? (???)

• ???????????????? (Gregariousness)
• ?????? (Taste)
• ??????????????? (Personal Appearance)
• ???????????? (Safety)
• ????????? (Cleanliness)
• ??????????-??????? (Rest-Sleep)
• ????????????????? (Home Comfort)
• ??????????? (Economy)
• ??????????????????? (Curiosity)
• ??????????? (Efficiency)

14
?????????????????????????????????????? (???)

• ?????????? (Competition)
• ??????????? (Cooperation)
• ????????????????????????????????? (Respect for
  deity)
• ????????????????????????? (Sympathy for Other)
• ?????????????????? (Protection of Other)
• ??????????? (Domesticity)
• ??????????????? (Social Distinction)
• ??????????????????????? (Devotion of Other)
• ???????????????? (Hospitality)
• ?????????? (Warmth)

15
?????????????????????????????????????? (???)

• ??????????? (Imitation)
• ????????????? (Courtesy)
• ???????-???? (Play-Sport)
• ?????????????? (Managing Others)
• ?????????????(???????) (Coolness)
• ????????-????????????? (Fear-Caution)
• ???????????????? (Physical Activity)
• ????????????????????? (Manipulation)
• ????????????? (Construction)
• ?????? (Style)

16
?????????????????????????????????????? (???)

• ????????? (Humor)
• ?????????????? (Amusement)
• ??????? (Shyness)
• ??????????? (Teasing)

17
???????????????????

• ???????????? ????????? 1 ???? ????????????????????
  ??????? 1 ????? ??????????????????????????