MKTG203 EXAM QUESTIONS AND ANSWERS WITH
COMPLETE SOLUTIONS VERIFIED GRADED A++ LATEST
UPDATE 2025/2026
Maslow's hierarchy of needs
Physiological needs. An extremely hungry person needs to satisfy hunger and would
not be preoccupied with any higher level need such as writing or learning about history.
2 Safety needs. A child who is ill, physically abused or in danger needs the safety of
protection and security. An adult may have needs of job security, unemployment
insurance and disability insurance.
3 Love needs. If there are no extreme physiological and safety needs, a person needs
to
give and receive love through friendship, love or children.
4 Esteem needs. There is generally a need for self-respect, achievement, prestige,
social
esteem, independence and freedom.
,5 Self-actualisation needs. The need for self-ful lment or achieving full potential varies
with people, such as being a better athlete, an ideal mother, an artist or an inventor.
Alderfer's alternative to Maslow's theory
• existence—related to Maslow's physiological and safety needs
• relatedness—connected with Maslow's love and esteem needs
• growth—linked to Maslow's self-actualisation need.
McGuire's theory of motives
1 Cognitive-affective motives. Cognitive motives drive the person towards purpose in life
and have environmental orientation, while affective motives satisfy emotional objectives.
2 Preservation-growth motives. Preservation motives are driven by the need for
balance, while growth motives drive the person towards personal development.
3 Active-passive motives. Active motives are self-initiated, while passive motives are
reactive to situations.
4 Internal-external motives. Internal motives concentrate on new self-focus, while
external motives emphasise a new connection with the environment.
Rational appeal
An advertising approach that connects with
the rational brain by emphasising functional needs such as product unique features,
competitive advantages, price, a newsy element and brand popularity
,Emotional appeals
These relate to social or psychological needs such as happiness, sorrow, love,
excitement, pleasure, self-esteem, achievement and fear
1 Describe Covey's four basic human needs.
Covey's four basic needs are like quadruplets that are connected in many ways. In his
bestselling book, The 7 Habits of Highly E ective People, human-potential guru Stephen
Covey advocated integrating and balancing our human nature of mind, heart, body and
spirit—or our needs to learn, love, live and leave a legacy. These basic needs are also
expressed as mental, emotional, physical and spiritual (MEPS), which are like maps to
direct us in life. The terms intelligence quotient, emotional quotient, physical quotient,
and spiritual quotient are also used to express our four basic needs.
Distinguish between needs and wants.
Needs are like the air that we must have while wants are like a wish list that may or not
be desirable. Needs are necessities while wants are need-satisfying desires or wishes
that may or may not practically satisfy your basic needs at a certain stage in your life.
You have a need for food to live, but some of the need-satisfying wants such as
hamburger, pizza or fried chicken may not be healthy if taken daily. Also, your
'unwanted' wants may be someone else's necessities. Your wants also change with
your life development.
, Explain various needs and motivation theories.
The various theories are like multilingual dictionaries that explain certain concepts in di
erent languages. Murray's theory is about primary (physical) needs and secondary or
psychogenic (mental) needs, though some of his psychogenic (psychological) needs
overlap into the emotional dimension. McClelland built on Murray's theory with his trio of
needs theory on a liation, achievement and power. Maslow's theory suggests that we
move up from physical, safety, love, esteem to self-actualisation needs, but he did
clarify that his concept is not rigid, so a person could address all the needs
simultaneously with varying satisfaction percentages. Alderfer simplified Maslow's
theory into existence, relatedness and growth. McGuire has a list of sixteen motives
covering cognitive-a ective, preservation-growth, active-passive and internal-external
categories. Deci and Ryan distinguish between intrinsic motivation (internally motivated)
and extrinsic motivation (externally motivated).
Connect the various needs and motivation theories.
The MEPS is a metaphorical way to connect various theories under Covey's needs:
mental, emotional, physical and spiritual. While some of the motives may seem to fit
under mental, they could also fit under emotional; for example, Murray's psychogenic
needs. Most of the motives under various theories seem to fit under mental and
COMPLETE SOLUTIONS VERIFIED GRADED A++ LATEST
UPDATE 2025/2026
Maslow's hierarchy of needs
Physiological needs. An extremely hungry person needs to satisfy hunger and would
not be preoccupied with any higher level need such as writing or learning about history.
2 Safety needs. A child who is ill, physically abused or in danger needs the safety of
protection and security. An adult may have needs of job security, unemployment
insurance and disability insurance.
3 Love needs. If there are no extreme physiological and safety needs, a person needs
to
give and receive love through friendship, love or children.
4 Esteem needs. There is generally a need for self-respect, achievement, prestige,
social
esteem, independence and freedom.
,5 Self-actualisation needs. The need for self-ful lment or achieving full potential varies
with people, such as being a better athlete, an ideal mother, an artist or an inventor.
Alderfer's alternative to Maslow's theory
• existence—related to Maslow's physiological and safety needs
• relatedness—connected with Maslow's love and esteem needs
• growth—linked to Maslow's self-actualisation need.
McGuire's theory of motives
1 Cognitive-affective motives. Cognitive motives drive the person towards purpose in life
and have environmental orientation, while affective motives satisfy emotional objectives.
2 Preservation-growth motives. Preservation motives are driven by the need for
balance, while growth motives drive the person towards personal development.
3 Active-passive motives. Active motives are self-initiated, while passive motives are
reactive to situations.
4 Internal-external motives. Internal motives concentrate on new self-focus, while
external motives emphasise a new connection with the environment.
Rational appeal
An advertising approach that connects with
the rational brain by emphasising functional needs such as product unique features,
competitive advantages, price, a newsy element and brand popularity
,Emotional appeals
These relate to social or psychological needs such as happiness, sorrow, love,
excitement, pleasure, self-esteem, achievement and fear
1 Describe Covey's four basic human needs.
Covey's four basic needs are like quadruplets that are connected in many ways. In his
bestselling book, The 7 Habits of Highly E ective People, human-potential guru Stephen
Covey advocated integrating and balancing our human nature of mind, heart, body and
spirit—or our needs to learn, love, live and leave a legacy. These basic needs are also
expressed as mental, emotional, physical and spiritual (MEPS), which are like maps to
direct us in life. The terms intelligence quotient, emotional quotient, physical quotient,
and spiritual quotient are also used to express our four basic needs.
Distinguish between needs and wants.
Needs are like the air that we must have while wants are like a wish list that may or not
be desirable. Needs are necessities while wants are need-satisfying desires or wishes
that may or may not practically satisfy your basic needs at a certain stage in your life.
You have a need for food to live, but some of the need-satisfying wants such as
hamburger, pizza or fried chicken may not be healthy if taken daily. Also, your
'unwanted' wants may be someone else's necessities. Your wants also change with
your life development.
, Explain various needs and motivation theories.
The various theories are like multilingual dictionaries that explain certain concepts in di
erent languages. Murray's theory is about primary (physical) needs and secondary or
psychogenic (mental) needs, though some of his psychogenic (psychological) needs
overlap into the emotional dimension. McClelland built on Murray's theory with his trio of
needs theory on a liation, achievement and power. Maslow's theory suggests that we
move up from physical, safety, love, esteem to self-actualisation needs, but he did
clarify that his concept is not rigid, so a person could address all the needs
simultaneously with varying satisfaction percentages. Alderfer simplified Maslow's
theory into existence, relatedness and growth. McGuire has a list of sixteen motives
covering cognitive-a ective, preservation-growth, active-passive and internal-external
categories. Deci and Ryan distinguish between intrinsic motivation (internally motivated)
and extrinsic motivation (externally motivated).
Connect the various needs and motivation theories.
The MEPS is a metaphorical way to connect various theories under Covey's needs:
mental, emotional, physical and spiritual. While some of the motives may seem to fit
under mental, they could also fit under emotional; for example, Murray's psychogenic
needs. Most of the motives under various theories seem to fit under mental and
