Core Marketing Concepts
Customer Needs, Wants, Demands
Needs are the basic human requirements such as for air, food, water, clothing, and
shelter. Humans also have strong needs for recreation, education, and entertainment.
These needs become wants when directed to specific objects that might satisfy the
need. Many people want a Mercedes, only a few can buy one. Companies must
measure not only how many people want their product, but also how many are willing
and able to buy it.
Some customers have needs of which they are not fully conscious or that they cannot
articulate. We can distinguish five types of needs:
1. Stated needs (The customer wants an inexpensive car.)
2. Real needs (The customer wants a car whose operating costs, not initial price, is
3. Unstated needs (The customer expects good service from the dealer.)
4. Delight needs (The customer would like the dealer to include an onboard GPS
5. Secret needs (The customer wants friends to see him or her as a savvy customer.)
(Kotler & Keller). A Framework for Marketing Management, Pearson, p.5)