Employees can be viewed as internal customers who receive help and cooperation from other employees in completing the organization's work. Customer Needs and Wants a. To benefit the customer a marketing exchange must satisfy a need or a want. A need is the feeling of deprivation over the absence of some necessity for basic survival. A want is a desire to satisfy a need in a specific way.
Marketers have no control over people's needs, but can influence people's wants.
Utility and Value a. Utility describes the value a product provides for the customer. E. Beyond Customer Satisfaction 1. To the customers, a product is a package of tangible and intangible elements that, in combination, offer value to satisfy their wants and needs. A value package is the combination of tangible and intangible elements that potential customers evaluate when deciding whether to buy a particular product. When the value package goes beyond meeting ordinary expectations, it has the potential to delight the customer.