Customer Behaviour and Marketing Decisions in an International PerspectiveModule 4, 2nd semester - Examination

Simona-Diana Saptebani

International Marketing

Aalborg University, 28th of June, 2011

Need-oriented mission statement in order to induce motivation

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Mission statements

Mission statements vs. customer motivation

Connection with the hospitality industry

Agenda

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Mission statement

Answers three main questions:

Where? (Business scope)

How? (Unique competencies)

Why? (Values)

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Why the mission statement is important?

Represents a way of communicating the organization identity

Motivates the employees and the customers

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Motivation

A driving force, a state of tension that pushes

individuals to action in order to relive the stress;

Is a result of an unfulfilled need;

Exist both in the consciousness and the

unconsciousness of individuals;

From the marketers point of view motivation is the

force that induces consumption.

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Arousal of motives

The needs can be activated at some point in time by internal stimuli, emotional or

cognitive process or by external stimuli from the outside environment.

There are:

Physiological arousal

Emotional arousal

Cognitive arousal

Situational arousal

Company should take into consideration the register that best fits their products/services

and their customers and should include it in the mission statement

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Physiological arousal

Involuntary bodily needs of individuals at a specific moment that cause tension until they

are satisfied (for example hunger need, warmth need )

…We pledge to provide the finest personal service and facilities for our guests who will

always enjoy a warm, relaxed, yet refined ambience.

The Ritz-Carlton experience enlivens the senses, instills well-being, and fulfills even the

unexpressed wishes and needs of our guests.

(Ritz-Carlton mission statement)

…We genuinely value our guests, knowing they are in hotels that respect the authenticity of

their location, and where they receive precious and exceptional experiences, while their

privacy is respected.

(Dorchester mission statement )

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Physiological arousal

Are the most preponderant of all needs and individuals tend to be more aware of them than the psychological needs

When the physiological needs are not satisfied all the other needs are pushed in background

Can require both high or low level involvement (buying a sandwich or a house) and can require both emotional or cognitive processes.

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Emotional arousal

Based on autistic thinking, people imagine themselves in all sorts of desirable situations.

This needs tend to be present as dormant.

“…To be the luxury hotel of choice for discerning travelers, creating a

world that celebrates individuality in every sense… Conrad is all about

providing places where people can truly be themselves. After all, that’s the

real luxury today.”

(Conrad Hotels mission statement)

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Cognitive arousal

Random thoughts that lead to a cognitive awareness of needs.

"Our hotel is a place where every guest receives 100% satisfaction in

the service, products and environment we proudly provide… Guests and

team members receive all that they expect plus a little bit more. “

(Marriot Hotels mission statement)

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Emotional and cognitive arousal

Emotional arousal Cognitive arousal

Selection is based on personal and subjective criteria (pride, fear, affection, etc,)

Do not maximize satisfaction or minimizes utility

The elements of conscious thoughts are ignored and in reality maybe are not totally ignored

Selection is based on carefully consideration of all alternatives and choice of the ones that give the greatest utility

Do not maximizes utility or minimizes satisfaction The elements of emotional preferences are totally ignored, they might be taken into consideration and might influence the selection of goals

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Situational arousal

Needs are activated by specific cues in the environment (without this cues the needs may remain dormant)

…an adventure to Asia may be a once in a lifetime experience for our clients

(Himalaya Destination mission statement)

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Situational arousal

The most common form of situational arousal is when the goal it

is the object itself

As highly variety the environment the one lives in has, as many

opportunities for need arousal appears

Today information travels more easily making more

opportunities for situational arousal

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Mission statement suggestions for Brønderslev

Need-oriented mission statement that needs to be communicated to the audience.Present their identity, their unique competencies and values to the customers.Their unique competencies and values must be expressed according to the arousals just presented, in order to motivate the customers.Not all of them can be touched upon but only the ones that best fit.

Physiological arousal food, clean air, relaxing place

Emotional arousal escape from daily life, faire tail ambience

Cognitive arousal good balance between price and quality, big pallet of activities from which to choose

Situational arousal unique and appealing description of the place

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Reflection

1. Can the mission statement build growth for a company?

2. Is need-oriented better than product-oriented

mission statements?

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Thank you for your attention!

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