Maslow's Hierarchy of Needs and Marketing

Where on the pyramid are does your average customer fit? Each section of society is going to respond to certain things differently. 
  

Sections of Society

POOR

  MIDDLE CLASS

RICH

Physiological: food, water, sleep, fresh air. - Don't market to these people. Help them. 

Safety: shelter, security, resources. - Side jobs, cheap insurance.

Love & Belonging: friendship, relationships, intimacy. - Teams, groups, fun.

Esteem: self esteem, confidence, respect. - Fulfillment, recognition, honor.

Self Actualization: morality, spontaneity, creativity. - luxuries, travel.

By knowing who your customer base is, what their needs are, and what your product or service can do to benefit them, you can determine your marketing path.