Manag., July-2018 – Q79
0. Which one of the following is an example of the ‘real needs’ of a customer?
- Option : B
- Explanation : Marketing focuses primarily on customer needs, since they are the underlying force for making purchasing decisions. These needs
can be further broken down as follows:
> Stated needs—what customers say they want; for example, “I need a sealant for my window panes for the winter.”
> Real needs—what customers actually require; for example, a house that is better insulated and therefore warmer during the winter.
> Unstated needs—requirements that customers don’t happen to mention, for example, an easy solution to insulating the house.
> Delight needs—the desire for luxuries, as compared to real needs.
> Secret needs—needs that customers feel reluctant to admit; for example, some people may have a strong need for social status but feel uncomfortable about admitting that status is important to them.
