Different types of customer needs require different marketing and advertising strategies. These are the three most basic types of customer needs and how best to target them:
1. Immediate needs
These are short-term needs that customers must respond to immediately for example,lunchtime hunger or a plumbing problem.
To target customers with immediate needs you should constantly advertise and emphasise fast service, convenience and price.
2. Actual long-term needs
These are real needs and wants that are not necessarily immediate for example, a car service.
To target customers with actual long term needs you should regularly be advertising as a deliberating customer will likely turn to familiar or recognisable outlets.
Make an effort to keep in touch with previous satisfied customers; this can ensure greater word-of-mouth recommendations.
3. Perceived needs
These are needs that a person believes they have but in reality, are not a necessity. These tend to be luxury goods such as clothes or restaurants.
You should aim to emphasise the superior quality of your product or service because the customer will be likely to undertake comparisons.