The evolution of marketing mix and marketing concept
2.4 Theories of needs Regarding human needs, the frequently-used theories include Murray’s
psychogenic needs [74], Maslow’s [32], Alderfer’s ERG theory [75], and McClelland’s Achievement Motivation Theory [76]. Murray’s classifications of needs are extremely detailed. Its complexity may cause overlaps if it is used to match the attributes of each dimension in SIVA. In contrast, Maslow’s is more systematic with clear hierarchies, and is often used as theoretical foundation. ERG and McClelland’s Achievement Motivation Theory only roughly classified human needs into three categories. As the resulting attributes may fail to represent customer needs in all aspects should we choose the ERG or McClelland’s theory to construct the dimensions of SIVA, this study adopted Maslow’s as the transcendent theory, which was then applied to match the dimensions of SIVA marketing mix to construct the matrix and further conceptualize the attributes embedded in the intersection points on the matrix.