CB

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NEED ( Necessity; obligation)

DEFINITION : 

DEFINITION condition or situation in which something is required or wanted. Anything that is necessary but lacking. A condition requiring relief. These are deeply rooted in individual’s personality.

IN GENERAL TERMS : 

IN GENERAL TERMS motivating force that compels action for its satisfaction. Needs range from basic survival needs (common to all human beings) satisfied by necessities, to cultural, intellectual, and social needs (varying from place to place and age group to age group) satisfied by necessaries.

IN MARKETING CONTEXT : 

IN MARKETING CONTEXT Drivers of human action which marketers try to identify, emphasize, and satisfy, and around which all promotional efforts are organized.

NEEDS CAN BE : 

NEEDS CAN BE Adequate nutritional food and water Adequate protective housing A safe environment for working A safe physical environment Appropriate health care Security in childhood Significant primary relationships with others Physical security Economic security Appropriate basic and cross-cultural education.

Maslow hierarchy of needs : 

Maslow hierarchy of needs

Classification of Human Needs : 

Classification of Human Needs Broadly needs can be classified as: a) Basic Physiological / Primary needs Arise out of basic physiology Important for survival Universal in nature but varies in intensity Varies with culture ( e.g. Food , water, sleep , cloth etc...)

Socio-Psychological/ Secondary : 

Socio-Psychological/ Secondary Related to mind and spirit . Grows with age. Varies among people. It includes : recognition, sense of responsibility, self-assertion.

General Needs : 

General Needs Intermediate in nature. Motives are uncleared. Not physiologically based. It includes : manipulation, curiosity, love and affection.

Concepts of need : 

Concepts of need Bradshaw's (1972) Typology of Needs provides a useful starting point as he splits the concept of need into four different types.

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Normative need : This is defined by an expert or professional and relates to established standards and protocols. This type of need is often highlighted when a standard needs to be met or maintained. Felt needThis concerns a need identified by individuals or groups, which is equated to what people want.

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Expressed needThis is a felt need that is turned into an expressed request which is then initiated via some form of action or demand. This often concerns access to resources or services in order to meet the need. Comparative needThis is defined by comparing the needs of similar groups and using the information to establish parity where possible.

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THANK U…..