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against their will is a waste of time. Instead, a good marketing manager studies
what consumer drives, needs, and wants already exist and how they can be satis-
fied better.
We’re all a bundle of needs and wants.
It is important to see, however, that particular product may satisfy more than
one need at the same time. In fact, most consumers try to fill a set of needs rather
than just one need or another in sequence.
Obviously marketers should try to satisfy different needs. Yet discovering
these specific consumer needs may require careful analysis. Consider, for exam-
ple, the lowly vegetable peeler. Marketing managers for OXO International rea-
lized that many people, especially young children and senior citizens, have trouble
gripping the handle of a typical peeler. OXO redesigned the peeler with a bigger
handle that addressed this physical need. OXO also coated the handle with dis-
hwasher-safe rubber. This makes clean-up more convenient-and the sharp peeler is
safer to use when the grip is wet. The attractively designed grip also appeals to
consumers who get personal satisfaction from cooking-and who want to impress
their guests. Even though OXO priced the peeler much higher than most kitchen
utensils, it has sold very well because it appeals to people with a variety of needs.
Answer the following questions.
1. What is everybody motivated by?
2. What are needs?
3. What do needs involve?
4. What are wants?
5. What is more basic a need or a want?
6. What may lead to a drive?
7. What is a drive?
8. How can marketers manipulate consumers to buy products against their will?
9. Is it reasonable to make customers buy against their will?
10. Why can it be important if one particular product may satisfy more than
one need at the same time?
UNIT 15
BUYING WHOLESALE
It’s hard to define what a wholesaler is because there are so many different
wholesalers doing different jobs. Some of their activities may even seem like
manufacturing. As a result, some wholesalers call themselves “manufacturer and
dealer.” Some like to identify themselves with such general terms
as merchant,
jobber, dealer, or distributor. And others just take the name commonly used in
their trade-without really thinking about what it means.
against their will is a waste of time. Instead, a good marketing manager studies
what consumer drives, needs, and wants already exist and how they can be satis-
fied better.
We’re all a bundle of needs and wants.
It is important to see, however, that particular product may satisfy more than
one need at the same time. In fact, most consumers try to fill a set of needs rather
than just one need or another in sequence.
Obviously marketers should try to satisfy different needs. Yet discovering
these specific consumer needs may require careful analysis. Consider, for exam-
ple, the lowly vegetable peeler. Marketing managers for OXO International rea-
lized that many people, especially young children and senior citizens, have trouble
gripping the handle of a typical peeler. OXO redesigned the peeler with a bigger
handle that addressed this physical need. OXO also coated the handle with dis-
hwasher-safe rubber. This makes clean-up more convenient-and the sharp peeler is
safer to use when the grip is wet. The attractively designed grip also appeals to
consumers who get personal satisfaction from cooking-and who want to impress
their guests. Even though OXO priced the peeler much higher than most kitchen
utensils, it has sold very well because it appeals to people with a variety of needs.
Answer the following questions.
1. What is everybody motivated by?
2. What are needs?
3. What do needs involve?
4. What are wants?
5. What is more basic a need or a want?
6. What may lead to a drive?
7. What is a drive?
8. How can marketers manipulate consumers to buy products against their will?
9. Is it reasonable to make customers buy against their will?
10. Why can it be important if one particular product may satisfy more than
one need at the same time?
UNIT 15
BUYING WHOLESALE
It’s hard to define what a wholesaler is because there are so many different
wholesalers doing different jobs. Some of their activities may even seem like
manufacturing. As a result, some wholesalers call themselves “manufacturer and
dealer.” Some like to identify themselves with such general terms as merchant,
jobber, dealer, or distributor. And others just take the name commonly used in
their trade-without really thinking about what it means.
66
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