​Textbook Chapter 6-1
Marketing Starts With Customers
​Textbook Pages 156-159

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Worksheet
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Worksheet
LESSON SUMMARY:
​​This lesson introduces students to the foundational marketing concept of consumer behavior, which is the study of how individuals and organizations make decisions about purchasing goods and services. Students learn that successful marketing begins with understanding the wants and needs of consumers. The lesson distinguishes between two main types of consumers--final consumers, who purchase for personal use, and business consumers, who purchase to produce or support the sale of other goods and services. Students explore how these categories affect marketing strategies, and how understanding their behavior helps businesses better meet customer expectations.

The lesson also explores the difference between wants (desires) and needs (essentials), emphasizing their role in shaping consumer choices. Students are introduced to Maslow’s Hierarchy of Needs, a psychological theory used by marketers to understand consumer motivation. By examining how different levels of needs—from basic survival to self-actualization—impact purchasing decisions, students gain insight into how marketers design messages and products to appeal to various motivations. This understanding empowers students to think critically about marketing techniques and how businesses target different consumer groups.
Lesson Objectives & Instructional Outcomes
Lesson Objectives:
  1. Define and distinguish between final consumers and business consumers.
  2. Explain the concept of consumer behavior and why it is important in marketing.
  3. Differentiate between wants and needs in the context of consumer motivation.
  4. Analyze Maslow’s Hierarchy of Needs and its relevance to marketing strategies.
  5. Identify how different levels of needs affect consumer purchasing decisions.

Instructional Outcomes:
  1. Correctly identify whether a given purchase is made by a final consumer or business consumer.
  2. Describe how consumer behavior influences marketing decisions.
  3. Provide examples of wants and needs in marketing scenarios.
  4. Apply Maslow’s Hierarchy of Needs to real-life consumer behavior examples.
  5. Evaluate how marketers tailor strategies to meet consumer needs at various hierarchical levels.
Aim & Essential Questions
Aim:
How does understanding consumer behavior help marketers make better decisions?
​
Essential Questions:
  1. What is consumer behavior and why is it essential to understand?
  2. How do wants and needs influence buying decisions?
  3. What are the key differences between final and business consumers?
  4. How does Maslow’s Hierarchy of Needs apply to marketing?
  5. How can marketers target consumers at different stages of need?
Vocabulary
  1. Consumer Behavior – The study of how individuals make decisions to spend their available resources on consumption-related items.
  2. Final Consumers – Individuals who buy products and services for personal use.
  3. Business Consumers – Organizations that buy goods and services to produce other products or to operate their businesses.
  4. Want – An unfulfilled desire that is not essential for living.
  5. Need – Something necessary for survival, such as food or shelter.
  6. Maslow’s Hierarchy of Needs – A psychological theory of human motivation with five levels of needs: physiological, security, social, esteem, and self-actualization.
  7. Physiological Needs – Basic survival needs such as food, water, and air.
  8. Security Needs – The need for safety and protection.
  9. Social Needs – The desire for love, friendship, and belonging.
  10. Esteem Needs – The desire for respect, recognition, and self-worth.
  11. Self-Actualization – The desire for personal growth and fulfillment.
Questions For Instructional Time
  1. What are the main differences between final consumers and business consumers?
  2. Why is it important for marketers to understand consumer behavior?
  3. How do wants differ from needs? Can a product satisfy both?
  4. What role does Maslow’s Hierarchy play in understanding consumer decisions?
  5. Can you think of a product that satisfies multiple levels of Maslow’s Hierarchy?
  6. How can marketers use consumer motivation to improve advertising and product development?
  7. Which level of need do you think is most difficult for marketers to appeal to? Why?
  8. Give an example of a product or service targeted at each of Maslow’s five levels.
  9. How can understanding consumer behavior give a business a competitive advantage?
  10. Why do you think the study of consumer behavior is becoming more complex today?

Do Now: 

Think about your most recent purchase.
  • What did you buy and why?
  • Was it a want or a need?
  • Do you think your decision was influenced by any specific need in Maslow’s Hierarchy?

Quiz 1: ​​Textbook Chapter 6-1 ​Marketing Starts With Customers

Section: Consumer Behavior

Directions: Your first quiz is on the first section of Chapter 6-1 titled "Consumer Behavior" and the video. This section goes from pages 156-158. Watch the video below, read the summary and take the quiz below. 
Here is the video transcript: ------>

Quiz 2: ​Textbook Chapter 6-1 ​Marketing Starts With Customers

​Section: Customers Wants & Needs

Directions: Your second quiz is on the second section of Chapter 6-1 titled "Customers Wants & Needs" and the video. This section goes from pages 158-159. Watch the video below, read the summary and take the quiz below. 

Higher Level Question:

Task: Answer the following prompt in a 2 paragraph response. 

Prompt: Paragraph 1.) Describe Maslow's Hierarchy Of Needs. Paragraph 2.) How does Maslow’s Hierarchy of Needs apply to marketing?

Mr. Kazanjian's Business Class
Hempstead High School
Room A112
​[email protected]