Understanding the Marketplace
and Customer Needs
Customer Needs, Wants, and Demands
States of deprivation
Physicalfood, clothing, warmth, safety
Socialbelonging and affection
Individualknowledge and self-expression
Form that human needs t
1- What is the market(s) of Botox?
2- What are the needs, wants, and demands of consumers of
Botox products in its different treatment markets?
3- What value does Botox deliver in each market?
4- When doctors treat patients with Botox in their office, is
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Business Plan for a Startup Business
The business plan consists of a narrative and several financial worksheets.
The narrative template is the body of the business plan. It contains more
than 150 questions divided into several sections. Work
Critical Thinking Rubric
Exemplary (3 pts)
Acceptable (2 pts)
Student clearly identifies the Student does identify the
problem and underlying
7- Write a positioning statement for Botox to communicate with
8- Into which consumer product classification does the Botox
What are the implications of this classification for
Allergans marketing strategy?
9- What new product pricing str