Marketing Strategies
Marketing Strategies – Midterm
1. The five types of customer needs are: Stated needs, Real needs, Unstated needs, Delight needs and Secret needs. Define each and give an example for each.
Stated needs are wants that are expressed by the customer while shopping for a product or service. An example of a stated need is when a customer wants to buy a two-bedroom condo.
Real needs are the underlying needs of those that are stated. In the case of the customer that wants to buy a two-bedroom condo, they want a condo that is convenient with regards to proximity to work, friends, family and sources of activity.
Unstated needs are expectations that a customer associates with the product or service they are shopping for in which the customer feels they don’t need to disclose as it should be a given to the salesperson. In looking to buy a two-bedroom condo the customer would expect that the real-estate agent would show them condos that have two bedrooms, a living space, a kitchen and a bathroom.
Delight needs are preferences that the customer might have when shopping for a product or service. The customer that wants to buy a two-bedroom condo might want the kitchen to be modern with updated appliances, an on suite in the master bedroom, washer and dryer hookups available and parking.
Secret Needs are the immaterial reasons in which a customer is purchasing a product or service. The customer that wants to buy a two-bedroom condo wants their friends and family to view them as successful and independent.
2. Illustrate the differences between a reactive market orientation and a proactive marketing orientation. Give an example of each.
Simply put, companies with a reactive market orientation are not the innovators of the industry. These companies assume that their job is to just adapt to stated customer needs. These can be determined through customer satisfaction surveys. A good example of a company that operates under a reactive market orientation would
1. The five types of customer needs are: Stated needs, Real needs, Unstated needs, Delight needs and Secret needs. Define each and give an example for each.
Stated needs are wants that are expressed by the customer while shopping for a product or service. An example of a stated need is when a customer wants to buy a two-bedroom condo.
Real needs are the underlying needs of those that are stated. In the case of the customer that wants to buy a two-bedroom condo, they want a condo that is convenient with regards to proximity to work, friends, family and sources of activity.
Unstated needs are expectations that a customer associates with the product or service they are shopping for in which the customer feels they don’t need to disclose as it should be a given to the salesperson. In looking to buy a two-bedroom condo the customer would expect that the real-estate agent would show them condos that have two bedrooms, a living space, a kitchen and a bathroom.
Delight needs are preferences that the customer might have when shopping for a product or service. The customer that wants to buy a two-bedroom condo might want the kitchen to be modern with updated appliances, an on suite in the master bedroom, washer and dryer hookups available and parking.
Secret Needs are the immaterial reasons in which a customer is purchasing a product or service. The customer that wants to buy a two-bedroom condo wants their friends and family to view them as successful and independent.
2. Illustrate the differences between a reactive market orientation and a proactive marketing orientation. Give an example of each.
Simply put, companies with a reactive market orientation are not the innovators of the industry. These companies assume that their job is to just adapt to stated customer needs. These can be determined through customer satisfaction surveys. A good example of a company that operates under a reactive market orientation would