Marketing Manager Course - Chapter 12

McGraw-Hill © 2004 The McGraw-Hill Companies, Inc. All rights reserved.
12
Chapter
Motivation
Motivation
McGraw-Hill © 2004 The McGraw-Hill Companies, Inc. All rights reserved.
Learning Objectives
After reading this chapter, you should be able to:
z
Understand the basic approaches to motivation.
z
Use goal setting to increase employee effort.
z
Improve performance and solve worker
performance problems by applying various
motivation models.
z
Use reinforcement principles to achieve higher
performance.
z
Differentiate between motivation and other
possible influences on performance.
McGraw-Hill © 2004 The McGraw-Hill Companies, Inc. All rights reserved.
Motivation
z
Categories of Theories:
¾
Content theories of motivation seek to understand what
underlies and drives motivation
¾
Process theories of motivation seek to understand what steps

can be taken to improve and maintain motivation
z
Types of Motivation:
z
Intrinsic motivation- comes from the personal satisfaction of
the work itself
z
Extrinsic motivation – comes from the rewards that are linked
to job performance, such as a paycheck
McGraw-Hill © 2004 The McGraw-Hill Companies, Inc. All rights reserved.
Content View of Motivation
Maslow
Maslow
’
’
s
s
Hierarchy
Hierarchy
of Needs
of Needs
Alderfer
Alderfer
’
’
s
s
ERG
ERG
Theory

Theory
McClelland
McClelland
’
’
s Need
s Need
Theory
Theory
Herzberg
Herzberg
’
’
s
s
Two
Two
-
-
Factor Theory
Factor Theory
McGraw-Hill © 2004 The McGraw-Hill Companies, Inc. All rights reserved.
Maslow
Maslow
’
’
s
s
Hierarchy
Hierarchy

of Needs
of Needs
Self-actualization
Esteem Needs
Social Needs
Safety Needs
Physiological Needs
McGraw-Hill © 2004 The McGraw-Hill Companies, Inc. All rights reserved.
Alderfer’s ERG Theory
Existence
Existence
Growth
Growth
Relationships
Relationships
McGraw-Hill © 2004 The McGraw-Hill Companies, Inc. All rights reserved.
McClelland’s
Needs
Theory
McClelland
McClelland
’
’
s
s
Needs
Needs
Theory
Theory
Need for

Achievement
(nAch)
Need for
Need for
Achievement
Achievement
(nAch)
(nAch)
Need for
Power
(nPow)
Need for
Need for
Power
Power
(nPow)
(nPow)
Need for
Affiliation
(nAff)
Need for
Need for
Affiliation
Affiliation
(nAff)
(nAff)
McGraw-Hill © 2004 The McGraw-Hill Companies, Inc. All rights reserved.