Needs Wants Demands in marketing concepts

* Marketing is a social and managerial process by which individuals and groups obtain what they need and what through creating, offering, and exchanging products of value with others.

The definition of marketing concepts is based on: needs, wants and demands or you can call it: (goods, services, ideas), value, cost, and satisfaction.

Also it is exchange, transaction, relationships.

 

Needs, wants, demands

Products (goods, services and ideas)

 

Value, cost and satisfaction

Exchanges and transaction

 

Relationships and networks

 

Markets

Marketers and prospects

 

Marketing starts with human needs and wants. People need food; air, water, clothing, and shelter for survive. A human need is state of deprivation of some basic satisfaction. A human requires food, clothing, shelter, safety, belonging and esteem. These needs are not created by society or by marketers.

Wants are desires for specific statisfaers of needs. Human wants are continually shaped and reshaped by social forces and institution, including families, schools, and business corporation.

Demands are wants for specific products or services. Wants become demands when supported by purchasing power. Many people want a car or mobile phone, but just a few are able and willing buy them.

Abraham Maslow explains why and haw human needs are arranged in a hierarchy, from the most pressing to the least pressing. In their order of importance, they are physiological needs, safety needs, social needs, esteem needs and self-actualization needs.

           The physiological needs are the basic and most important ones, which correspond to any creature or human, those are like food, water, ear, sexual needs and sleepiness.

           The next most important step after physiological needs have been satisfied is safety needs. Which covers not only to protect own human being but own family and property as well. In case of arguing this statement you could discover by yourself how the demand to the iron flat doors and guard dogs has been frequently increased by last two years.

           Social needs start to develop for almost any people already in teenager age, of course in most common stage. Then the human being starts to acknowledge the belonging to special social group and search the own space on the social stairs, it is like feeling to be a part of time whether in school, work or wherever else.  There is one more very important aspect, which is sense of love. This means wants to receive a love from someone and give love to some other one, at least dog.

           Esteem needs is human need for recognition in the surrounding society and obtains certain status in this society. Caring out these needs people trying to purchase different staff, which emphasize those belonging to the certain part of the society, by those means. It is like brand new BMW, Brightling watch or Kenzo tie.

           Self-actualization needs are the needs for realization of human personality, self-development and creative growth. To satisfy these needs people often start to do the thing they have never ever think about, like studding, conquering new areas for work, studding for joga or something like that.

           People will try to satisfy their most important needs first. When a person succeeds in satisfying an important need, that need will cease being a current motivator, and the person will try to satisfy the next –most important need.

Self-actualization needs

(Self – development and realization)

Esteem needs

(Self esteem, social status)

Social needs

(Sense of belonging, love)

Safety needs

(security, protection)

Physiological needs

(Food, water, shelter)

These distinctions shed light on the frequent criticism that marketers get people to buy things they don’t want. Marketers don’t create needs: Needs preexist marketers. Marketers might promote idea that some things (phone, BMW or Cottage in Canary Islands) would satisfy a persons need for social status.   

Products People try satisfy their needs and wants with products. A product is anything that can be offered to satisfy a need or want. Occasionally we will use other terms for product, like offering or solution.

A products or offering consists of very many components: for example it could be goods, services and ideas. Fast food restaurant is supplying food soft drinks and service.

Value cost and statisfaction

Each product has a different capacity to satisfy customer needs. Each product has a different value for producer and customer and now the figure is found a free space between value for customer, cost for producer and both satisfactions.

For satisfaction should be relationships between the industry and the market. The sellers and the buyers are connected by four flows. The sellers send goods and services and communications to the market; in the return they receive money and information.

Communication

Industry                                Goods/Services                                Market

(a collection of sellers)                                                     (a collection of byres) Money

Information

For finish five explanations:

What is a Customer?

A customer is the most important person ever in this office … in person or by mail.

A Customer is not depend on us … we are depend on him

A customer is not an interruption of our work … he is the purpose of it. We are not doing a favor by serving him … he is doing us a favor by giving us the opportunity to do so.

A Customer is not someone to argue or match wits with. Nobody ever won an argument with customer.

A Customer is a person who brings us his wants. It is our job to handle them profitably to him and to ourselves.