Question #2: In a short essay, explain the five types of needs associated with a consumer who says she wants a “nice MP3 player.”

When a customer enters into a store and states “I want a nice MP3 player”, there are five core needs associated with this statement. While there are strong differences between wants and fundamental needs (i.e. water, shelter, and food), humans often do not differentiate between the two. Wants are shaped by our society. The job of distinguishing between the two done by the marketer is often a difficult one. The first need is the initial stated need, “I want a nice MP3 player.” The need is verbally stated to the salesperson. The second is the real need. The customer wants and MP3 player, which is nice. This most likely means she or he is looking for something not too expensive or flashy, but above the “average” player. The third is the unstated needs. The customer has expectations and needs, which might not be verbally stated, but the sales person is expected to understand. The customer does not want to deal with a poorly-made or non-working product. Fourth, is the delight needs. The delight needs are add on's that don’t necessarily come with every model. Examples of this would be a color screen, ability to make playlists, store photos, or an FM/AM tuner. Last, are the secret needs. The customer wants to be seen by friends as a savvy shopper and someone who has good taste to buy the best MP3 player available. All of these needs should be addressed in order to achieve complete satisfaction. You must give the customer more than just what they “want”. Responding to each customer’s individual needs is the key for