英语论文网

sing the consumer behavior, understanding the consumer desires is very necessary. According to Maslow, people’s desires and motivations can be arranged into a hierarchy of needs. When the low needs are satisfied, some other higher needs will emerge to dominate the individual. （reference）  He proposed the needs should be divided into six parts which sequenced from low level to a high level:

Physiological needs: this kind of needs is at the bottom of the hierarchy, because they are the most fundamental. They are often included the necessary elements which people live, food, water, air, sex and comfort.

Safety needs: when the lower physiological needs are gratified, the safety needs are emerged. It always refers to a felling of well-being and a sense that is safety in the environment.

Social needs: strive for the need for the love and friendship.

Esteem needs: this kind of needs is higher than the former ones; it is the desire for self- respect and self-esteem. At this stage, the consumers are always driving for some status-improving goods for themselves.

The final stage is the self-actualization. When all the needs, like eat, live, friendship, love and so on are all satisfied, people are always driving for their own values. In this stage, the demand for the material goods declines at this point.

For the international marketers, Maslow’s Hierarchy of needs has a universal meaning, that is, the more highly developed a market, the greater the portion of goods and services that will be satisfied for the social and esteem needs. （reference）

2.2 ‘4R’ Marketing Theory

This marketing theory is proposed by the American scholar Don E. Schultz, which based on the foundations of 4c marketing theories. 4R stands for Relevance, reaction, relationship and reward. This theory proposes that with the development of the markets, the enterprise needs to rebuild its relationship with customers, establish a more effective and higher level relationship is necessary. （reference）

General traits about 4R marketing theory:

1.0 Building a closely connection with their customers.

An enterprise should implement some effective measures to build a sound relationship with their customers, establish a more closely relationship with them, create the customers satisfaction and establish the customer loyalty. （reference）

2.0 Highlighting the reactions towards the volatile market environment and in.

Lots of companies inclined to speak to their consumers, but neglect the importance of listening from their consumers. In the current business environment, an enterprise should listen more from their customers so that can understand their needs, aspirations and hopes. Therefore it can create the customer satisfaction. （reference）
 
There are also some other characteristics about the 4R marketing theories. This theory has its universality for the international marketers when implementing some activities to build the long-term relationship with their consumers. 

3.0 Discussion

3.1 The Comparisons and Differences about the Consumer Behaviors between the Western Countries and Eastern Countries 

It is quite necessary for the marketers to understand the differences among the western and eastern cultural environments as they influence the consumer needs and behaviors. Always many recent researches conduct the consumer behaviors 本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。