Human Needs And Wants from the past to today

The first step in the study of the marketing turns out to be the understanding of the needs of the man.

In modern age the thinker who has contributed to the study of the human needs using the theories derived from the psychology is the American psychologist Abraham (Harold) Maslow (April 1, 1908 – June 8, 1970).

Maslow contended that humans have a number of needs that are instinctoid, that is, innate.

These needs are classified as "conative needs," "cognitive needs," and "aesthetic needs." "Neurotic needs" are included in Maslow's theory but do not exist within a hierarchy.

According to Maslow needs and motivations they have the same one exactly meant legacy from a hierarchy of relative overbearingness, cannot therefore be passed to a advanced stage if they have not been satisfied the primary needs.

Maslow postulated that needs are arranged in a hierarchy in terms of their potency.

Although all needs are instinctive, some are more powerful than others.The lower the need is in the pyramid, the more powerful it is.

The higher the need is in the pyramid, the weaker and more distinctly human it is.

The lower, or basic, needs on the pyramid are similar to those possessed by non-human animals, but only humans possess the higher needs.

The first four layers of the pyramid are what Maslow called "deficiency needs" or "D-needs:" the individual does not feel anything if they are met, but feels anxious if they are not met..... Needs beyond the D-needs are "growth needs," "being values," or "B-needs." When fulfilled, they do not go away; rather, they motivate further.

The base of the pyramid is formed by the physiological needs, including the biological requirements for food, water, air, and sleep.

Once the physiological needs are met, an individual can concentrate on the second level, the need for safety and security.

Included here are the needs for structure, order, security, and predictability.

The third level is the need for love and belonging. Included here are the needs for friends and companions, a supportive family, identification with a group, and an intimate relationship.

The fourth level is the esteem needs. This group of needs requires both recognition from other people that results in feelings of prestige, acceptance, and status, and self-esteem that results in feelings of adequacy, competence, and confidence. Lack of satisfaction of the esteem needs results in discouragement and feelings of inferiority.

Finally, self-actualization sits at the apex of the original pyramid.

Returning behind in the history, until ancient Greece, a philosopher it had understood this ideal scale of needs that is be resumption by A. Maslow.

This philosopher is Epicurus (341 BCE, Samos – 270 BCE, Athens) the founder of Epicureanism, a popular school of thought in Hellenistic Philosophy that spanned about 600 years.

Him thinks about needs is”Of desires some are natural and necessary, other natural and not necessary ones, natural neither necessary, but only been born others neither from vain opinion".

Epicuro elaborates one species of catalogue of the needs that if satisfied get eudemonia (literally star with to a good demon, serenity):

• Natural and necessary needs, like as an example drink water for refreshing: these satisfy entire since being it limits to you can completely be overwhelms to you.

• Natural but not necessary needs: like as an example for refreshing drink wine, sure I will not have more silks but I will wish drink more and more wines refines to you and therefore the need will remain in dissatisfied part.

• Natural neither necessary needs neither, like as an example desire of Gloria and riches: these are not natural, they do not have limit and therefore they could not never be satisfied.

From here born the accusation of the Christian fathers of the Church that Epicuro suggested one life style raw and unshonourable material of the man.In Epicuro truth it does not indicate which must be the needs natural and necessary to satisfy since is remitted to the reason of the man to establish which for he are the needs essential, natural to satisfy. For Cesar it can be not influential the need to eat and drink while for he it is truly natural and necessary to satisfy its not eliminating desire of Gloria.

This accusation about this theory survives today too to criticize the think of marketing.

Souces: http://en.wikipedia.org/wiki/Epicurus

http://en.wikipedia.org/wiki/Abraham_Maslow

The bases of marketing.

Marketing has been defined in various ways but the definition that serves our purpose best is : the marketing is a social and managerial process by which individuals and groups obtain what they need and want creating, offering, and exchanging products of value whit others.
This definition of marketing rests on the fallowing core concepts: needs, wants and demand; product (goods, services and ideas);value,cost and satisfaction; exchange and transactions; relationships and networks; markets; and marketers and prospects.
The definition above described, based on the essential elements of the life of the man, it cannot ignore the historical analysis of the evolution of the same one.
The first human beings were some hunters and they lived in small nomadic groups.: a style of life quite supporter to the environment of the savannah .

In this first phase of the human existence the needs tight were bound to the survival( these needs cannot create by the society or by the market, they exist in the very texture of human biology and the human condition).

The wants were connected to needs to survive and the demand of products was satisfied by the hunting, fishing or fruit gathering resulted .The exchange and transactions were almost nonexistent. We can define this situation like self-production. In this case,there is not market and no marketing.
About 12 thousand years ago with the extinction of the large game, the man became breeder: the access to a stable one risen again of food favored the permanent formation of community, the domestication of animals and the use of tools in metal.

The agriculture encouraged also the exchange and the cooperation; with it affirm itself of the metallurgy and other innovations, now the bases for the first society were thrown. In this phase there was a change of the society structure as the production of the assets to satisfy the essential needs does not belong to the alone produced some nature but also of the human cleverness.

People could satisfy their needs and wants whit products and they can obtain products whit exchange(if they cannot self-production).
A first economy was born that, from a simple exchange based on the barter, it passed more to the use of a goods of exchange: wheat, laughed or livestock, until the utilization of metals or precious stones that guarantee exchanges on long distances and long periods of time, with the development of the commercial society, like that of the so-called "peoples of the sea", of the Mycenaean, of the Etruscans or of the Phoenician.

Source: http://it.wikipedia.org/wiki/Storia_dell'uomo

The origins of the marketing

Some author individualizes the origins of the marketing in the first years of the past century, when in the United States began to develop itself the first large enterprises durable producers of consumer goods and not durable - Singer, Cocaine Cola, Ford, Sears and a lot other - them whose strategies were orientated towards the creation of a market of mass for the actual products.

The fundamental objective of the enterprises in matter, as well as of everything the other that rapidly added themselves to is - not only in the United States but also in Europe - was that of to develop the utmost the actual volumes of production to the end to achieve such economies of staircase to agree the offer to the market of products standardized to competitive prices.
The achieved of the objective in matter asked for more over the development of a series of activity that went from the definition of the optimal relation between quality and price, to the information and to the persuasion of the consumers, and finally to the distribution of the products.

And 'so that it has beginning the first phase of the cycle of life of the marketing, what comes usual I individualize with the limit of orientation to the production.

According to some other author the marketing is the social expression and the operating transposition of the starts formulated from the classic economists to the end of the century XVIII and that are at the basic of the market economy.

I personally I think that the marketing is been born a lot first.