Developing a Marketing Strategy

Personality & Self-Concept:

Definition of Personality:

Today's lecture was about understanding different types of personalities and how every individual is different due to their personality. There are various definitions given to the term 'Personality'. This term means "The quality of being a person; existence as a self-conscious human being; personal identity". (dictionary.com) Solomon, 1999, stated "Personality: a person's unique make up, which consistently influences the way the person responds to his or her environment"
When individuals personalities are discussed, many skills of the person are recognised for example the person is talented in certain things than others. Every person has a different personality which makes them unique in their own way. There is a possibility to have a personality crash as some individuals may not get along due to the persons personality. Personality impacts on a persons behaviour also, as it represents them and their mood in many ways, for example a happy person will be perceived to be more energetic and ready to face challenges as for a dull person will have a boring personality which will not include much energetic activities.
Personality helps individuals understand peoples qualities, weaknesses and strengths which enables people to understand what type of person someone else is. A persons personality represents a lot about them for example whether the person is kind or selfish.

Definition of Self-Concept:
The definition of the term 'Self-concept' is "The idea or mental image one has of oneself and one's strengths, weaknesses, status etc" (dictionary.com) Solomon,1999, stated "Self-concept: the beliefs a person holds about his or her attributes & how he or she evaluates those qualities"


Personality Questionnaires:
In order to discover my strengths and weaknesses about my personality, I have carried out two questionnaires, which tend to show different results. The first test was a personality types test, the results are given below as follow:

Extraverted		Introverted
42%		58%
Sensing		Intuition
58%		42%
Thinking		Feeling
53%		47%
Judging		Perceiving
74%		26%

The second questionnaire result showed that I had 48 points. Therefore, people who had 41 to 50 points were described as "others see you fresh, lively, charming, amusing, pratical, and always interesting; someone who's constantly in the center of attention but sufficiently well-balanced not to let go to their head. They also see you as kind, considerate, and understanding; someone who'll always cheer them up and help them out" (taken from the personality questionnaire) McCrae & Costa (1999): This theory has set out the big five personality types, which are:

- Openness to experience
- Conscientiousness
- Extroversion
- Agreeableness
- Neuroticism

Overall, I believe personality is important to everyone as it helps individuals judge a person according to their personality. A persons personality tells a lot about them which enables people to understand what type of person they are.