Team C Motivation Values and Influence

Motivation, Values and Influence

2

Uber is an on demand car service and alternative to taxi cab service, allowing consumers

to use a phone app to order a car for a destination. On the other hand Uber is providing a job for

those who would like to use their vehicle to pick up consumers and take them to that destination.

Successful products and services require many factors, both from a company perspective and a

consumer perspective. It is important for a company to understand its customer, and potential

customers, as well as its competition and their position in the market place. Part of this success is

implementing consumer behavior in their marketing strategies, in order to enhance the

perception of the company to its target audience. This paper will explain how learning and

memory apply to Uber and their service offering, and how it applies to a marketing strategy. It

will also explore the motivation process and certain techniques used to influence consumers to

use Uber. The paper will describe consumer involvement and how that might help or hinder use

of the product or service as well as identify consumer values and determine if they are congruent

with the organizational values.