REASERCHING NEEDS AS THE ESSENCE OF MARKETING

Abstract

Needs are the essence of marketing concept. The key to survival, profitability and growth of companies in a highly competitive environment is the ability to identify and satisfy unsatisfied needs of motives better and faster than the competition. Psychologists and consumer behavior researchers point out that most people have the same kinds of needs and motives, but they just express them in different ways. Hence, it follows that the understanding of human motives is very important for the marketing experts, because it provides understanding and even prediction of human behavior in the market.