Motivational Theory and Marketing Strategies Marketers have to understand the motives of their potential customers to enjoy good sales. A buyer has several motives and each change with various elements. In such cases the marketers can readily help their customers by changing their marketing strategy so that the conflict is resolved. Following are the major conflicts that may arise − Approach Conflict − This conflict arises when a consumer has two different choices of similar products or services. He gives equal importance to them, but is unable to choose one over the other. Approach Avoidance Conflict − This type of conflict happens when the consumer decides in favor of a product, but is unhappy with a particular feature of the product and wants to avoid it. Under such circumstances, the marketer may come up with few modifications in the existing product and make it suitable for the consumer.
*Sunday Story* Michael Jordan was an African-American man, born in 1963, in the slums of Brooklyn, New York. He had four brothers and his father's wages were not sufficient to provide for the whole family. He grew up in a poor neighbourhood which was full of discrimination, to the point where he could not see any hope for the future. When he was 13 years old, his father gave him a piece of used clothing and asked: "What do you think the value of this outfit would be?" Jordan replied, "Maybe one dollar." His father asked, "Can you sell it for two dollars? If you can sell it, it would mean that you are a big help to your father and mother. " Jordan nodded his head, "I'll try, but no guarantee that I'll be successful." Jordan carefully washed the clothes clean. Because they didn't have an iron, to smoothen out clothes, he levelled it with a clothes brush on a flat board, then kept it in the sun to dry. The next day, h...