Need and want in marketing
In this article I am going to talk to you about the difference between need and desire.
I hope you find it useful.
need and desire
If we look in books about marketing, it is very common to find that the mission of marketing is to satisfy the needs and desires of consumers.
Of course, there are longer or shorter definitions, but it is very common to come across two words:
In fact, it is very common to hear that the most important thing for a company is to satisfy its consumers and in order to achieve this, an organization has to know what the needs, desires and expectations are.
If a company is able to do it, then it will be able to create true satisfaction for consumers.
Therefore, it is important that you know the difference between need and desire.
Now, then I am going to leave you two definitions (according to authors) so that you perro compare what the authors tell us about their definition.
Definition of need according to authors
Definition of need according to Philip Kotler
«Human needs are states of perceived deprivation and include the basic physical needs for food, clothing, warmth and security; popular needs for belonging and affection; and individual needs for knowledge and personal expression»
(Kotler, Philip, 2016, p.6)
Definition of need according to Roger A. Kerin, and Steven W.
Hartley
«A need exists when the person feels deprived, from the physiological point of view, of the necessary things to live (food, shelter and clothing)»
(Kerin, Roger, & Steven, 2018, p. 8)
Definition of desire according to authors
Definition of desire according to Philip Kotler
“Wants are the form that human needs take, shaped by the culture and personality of the individual”
(Kotler, Philip, 2016, p.6)
Definition of desire according to Roger A. Kerin, and Steven W.
Hartley
“A desire is a need determined by the knowledge, culture and personality of the individual”
(Kerin, Roger, & Steven, 2018, p. 8)
need and want example
An example so that you perro understand the difference between need and desire is the following:
Person X may need food to survive, but wants a hamburger, fries, and a soda.
Now, a person Y also has a need to eat, but wants some fish, a salad and water.
As you perro see, both people need to eat to continue living, but they may want different things in order to fulfill their need.
Bibliography
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