PRINCIPLES OF

MARKETING
Sumbul Tariq
FA16-MBAP-0102
 TOPICS
1. Motivation

2. Perception

3. Learning

4. Beliefs and Attitudes

 1. MOTIVATION
Definition of Motivation

Motivation is

Motivation as a Process
 Definition of Motivation
The driving force within individuals by which
they attempt to achieve some goal in order to
fulfill some needs or expectation

Thedegree to which an individual wants to

choose in certain behavior.
 Motivation is
Complex

Physical

Psychological

Context sensitive

Not fully understood

Unique to each and every person

 Motivation As A Process
ENERGY DIRECTION PERSISTENCE

It is a process by which a persons efforts are

energized, directed and sustained towards
attaining the goal.
 2. PERCEPTION
Perception refers to the interpretation of what
we take in through our senses

Perception is the process by which people

select, organize and interpret information to
form a meaningful picture

WE DONT SEE THINGS AS THEY ARE,

WE SEE THINGS AS WE ARE.
 3. LEARNING

It can be defined as the relatively permanent

change in an- individual's behavior (knowledge,
skill and attitude) that can occur at any time or
place as a result of consciously
4. BELIEFS AND ATTITUDES
BELIEFS represent all the bits of information we
collect about people, events, and thing in our life. Some
beliefs we feel are absolutely true or false; probably true
or false; or are not sure about

ATTITUDE (like or dislike) is a learned

predisposition to respond favorably or unfavorably
towards a person, place, or event according to Milton
Rockeach. When more positive than negative beliefs are
clustered around an object, the resulting attitude is
viewed as favorable
THANK
YOU