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Unformatted text preview: 1). Stated needs (The customer wants an inexpensive car.) 2). Real needs (The customer wants a car whose operating cost, not its initial price, is low.) 3). Unstated needs (The customer expects good service from the dealer.) 4). Delight needs (The customer would like the dealer to include an onboard navigation system.) 5). Secret needs (The customer wants friends to see him as a savvy consumer.) Responding only to the stated needs may shortchange the customer. Many consumers do not know what they want in a product. Consumers did not know much about cellar phones when they were first introduced, and Nokia and Ericsson fought to shape consumer perceptions of them. Simply giving customers what they want isnt enough any more to gain an edge companies must help customers learn what they want....
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This note was uploaded on 08/29/2011 for the course ECON 530 taught by Professor Smith during the Spring '11 term at Berklee.
- Spring '11