Discuss how the experience of Auckland Theatre Company relates to Maslow’s Hierarchy of needs. As explained in the case study, ATC aims to be the leading creative industry in New Zealand with their outstanding understanding of the current needs and wants of the consumer. ATC cleverly understood Maslow Hierarchy of Needs and used it to their advantage by understanding the safety, social, esteem and self actualization needs of the consumer by producing and aligning their programmes to allow consumers to be able to be creative, unwind and socialise with others. ATC never creased to look at every level of the Maslow Hierachy of needs to cater to the consumer needs. ATC recognized the safety and security needs and therefore held their productions at various convenient locations to counter the accessibility and lack of parking lots. They also have Sunday matinee and an excellent front line service that proves to be successful especially amongst the elder consumers. *4. A current trend facing contemporary organisations* is ‘the spontaneous consumer’. This consumer *behaviour* phenomenon is evident in the increasing number of people who live busy, unpredictable lives and make quick day-to-day decisions rather than planning activities well in advance. What impact could this trend have on ATC and what measures could ATC take to accommodate the ‘spontaneous consumer’? The greatest impact that the ‘spontaneous consumer’ will be the decrease and low take-up rates of their membership and subscriptions. As the ‘spontaneous consumer’ behaves unpredictable and act on sudden impulses, it is very difficult for them to commit to membership and subscriptions on long term commitments. A decrease in subscriptions may cause ATC to have a decrease in revenue as well as loss of interest in the arts and ultimately many potential productions might have to be shelved for future plans due to the lack of funding and support from their dwindling subscribers. As ATC is strongly reliant on...