CUSTOMER EXPERIENCE MANAGEMENT

In previous lectures, we have discussed Internal and External Customers. In this lecture, we will discuss


CUSTOMER NEEDS AND EXPECTATIONS and identify as to how we in Marketing attempt to

satisfy them.

NEED

Needs can be described as human requirements. Need is there and its natural. We need food to satisfy our

hunger, water to quench out thirst. Of course need can be more than just food, water and shelter. We need

recreation, education, entertainment and lots of other things to sustain our living.

WANT

Need becomes Want, when they are directed towards a specific object. When hungry we need food; but we

want say a burger. Want can vary from place to place and from people to people. A man in USA can want a

burger to eat when hungry whereas a man in Pakistan needs a ‘Nan”. Want can be different at different

income levels and in various times.

DEMAND

Want becomes a demand when backed up by an individual’s ability to pay for it. A hungry person can want

a burger, but does he have money to demand a burger. Or is there a burger available to him?

MARKETING JOB is not to create Need. Need is there. Marketing function is to offer a specific product

at a certain price and at a certain place (where need is) and at the time when Need is. If marketing function

is performed properly, the product is sold. Or else it would not sell, no matter what?
 
by eli
 
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