The Sage Course Companion on Marketing is an accessible introduction to the subject that will help readers to extend their understanding of key concepts and enhance their thinking skills in line with course requirements. It provides support on how to revise for exams and prepare for and write assessed pieces. Readers are encouraged not only to think like a marketer but also to think about the subject critically. It is much more than a revision guide for undergraduates; it is an essential tool that will help readers take their course understanding to new levels and help them achieve success in their undergraduate course.
Need satisfaction is the driving force behind consumer behaviour, and the process by which marketing exchanges become successful.
The marketing concept rests on the idea of satisfying customer needs. In fact, if customers' needs are not satisfied they will cease to be customers – which of course, in the long run, would spell disaster for the business.
In general, customers have generic needs, which marketers seek to satisfy. These are shown in Box 3.1.
Box 3.1 Customer Needs
Current product needs All customers for a given product have needs based on the features and benefits of the product. This also relates to the quantities they are likely to buy, and any problems they might experience with the products
Future needs Predicting future demand is a key function ...