Customer Needs, Wants, and Desires

http://adage.com/article/cmo-strategy/define-a-good-target-digital-age/147155/

http://adage.com/article/cmo-strategy/focusing-consumer/126630/

In chapter five we will focus on identifying customers needs, wants and desires. This article express that in order to satisfy customers, companies need to focus on the problem at hand, which could range from a plethora of things. They need to identify different constants in order to satisfy their customers. This article mentioned that “job-related characteristics” are more important in reaching a clear understanding of what customers really want to get out of each individual product verses other approaches such as separating customers into groups based of demographics. When thinking of satisfying customer one think of using the need-based approach, arguably the job-based approach can be used as a more efficient method. The job-based approach uses the customer’s situation in order to get answers verses the customer’s demographic or income which is the need-based approach. Chevrolet changed up their targeting strategies to a job-based approach in order to market their new Malibu. They first asked their possible customer how they planned on using the car, then based off the given information they trained their representatives to ask job-based questions in order to better target specific things as it relates to the car.

Which marketing strategy is more effective need-based or job-based? and why?

Do you think it was a good idea for Chevy to change there marketing strategy to the job-based approach?

When is the best time to use the need-based approach?