Discuss the three needs for managers according to McClelland.
What will be an ideal response?
According to McClelland, three needs are most important for managers:
The need for achievement-a strong orientation toward accomplishment and an obsession with success and goal attainment. Most managers and entrepreneurs in the United States have high levels of this need and like to see it in their employees.
The need for affiliation-a strong desire to be liked by other people. Individuals who have high levels of this need are oriented toward getting along with others and may be less concerned with achieving at high levels.
The need for power-a desire to influence or control other people. This need can be a negative force (termed personalized power) if it is expressed through aggressively manipulating and exploiting others. People high on the personalized-power spectrum want power purely for the pursuit of their own goals. But the need for power also can be a positive motive, called socialized power, which is channelled toward people, organizations, and societies.
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Which of the following is NOT an example of a descriptive characteristic used to define segments?
A) consumer demographics B) consumer responses to benefits C) consumer geography D) consumer psychographics E) family life cycle
Which researcher(s) conceptualized motivation from the perspective of the expectancy theory of motivation?
A. Kotter and Bennis B. Vroom C. Hersey and Blanchard D. House
As a marketing tool, packaging
A. gives a product a chance to stand out among all the other choices on a store shelf. B. is not very important for communicating to the consumer. C. does little to help promote and reinforce brand image. D. is not something that marketers are involved with. E. is only crucial to a few products, since most products are heavily promoted in other ways.
"Managed care" is the current term applied to service-benefit type coverage
Indicate whether the statement is true or false