Customer needs are the underlying force for making purchasing decisions
Stated NEEDS Real NEEDS Unstated NEEDS Delight NEEDS Secret NEEDS
Match Your Offerings to Customer Needs Goods Services Experiences Events Places Properties Organizations Information Ideas
Manage Demand Forms of DEMAND Negative Unwholesome Overfull Increasing Irregular NO Demand Latent Full demand Declining
Marketing Approaches (1) Production Product Selling Consumers prefer products that are widely available and inexpensive. Consumers favor products that offer the most quality, performance, or innovative features. We have to sell our products aggressively, because consumers won't buy enough of them on their own. The Belief Behind It Company Focus High production efficiency, low costs, and mass distribution of products The design and constant improvement of superior products, with little input from customers Using a battery of selling and promotional tools to coax consumers into buying
Marketing Approaches (2) Marketing Societal marketing The key to achieving our goals is our ability to be more effective than our rivals in creating, delivering, and communicating value to our target customers. The Belief Behind It Company Focus Building social and ethical considerations into marketing practices; balancing profits, consumer satisfaction, and public interest Target markets, customer needs, coordination of all company functions from the target customer's point of view Our task is to determine our target customers' needs, wants, and interests—and to satisfy them better than our rivals do, but in ways that preserve or enhance customers' and society's well-being.