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• W155020887 abstract "INTRODUCTION Marketing is based on a simple but powerful idea - achieving a profitable exchange between a supplier and a customer (Adcock, 2000: 4). This exchange is encapsulated in an understanding of consumers' desires, expressed as wants. A human need is a state of felt deprivation or satisfaction. Maslow's (1970: 80 - 106) hierarchy of needs, a popular theory of motivation, arranges needs in ascending order of importance. As a person fulfills a lower-level need, a higher-level one becomes more important. Once physiological needs, the most basic human needs for food, water and shelter have been satisfied, safety needs for security and protection, become more dominant. Social needs, especially for love and a sense of belonging, constitute the third level in the hierarchy. Esteem needs, the fourth level in the hierarchy, focus on one's contribution to a group. Self-esteem needs include self-respect and a sense of accomplishment. They also include prestige, fame and recognition of accomplishments. Self-actualization, the highest human need, refers to finding self-fulfillment and self-expression. Needs manifest in wants for particular offerings can satisfy the needs. However, depending on the level in the needs hierarchy, products, services and experiences, or a combination of these, are possible satisfiers. This argument is elaborated on in the next section. MOVING FROM PRODUCTS TO SERVICES TO EXPERIENCES IN SATISFYING NEEDS Interpretations of the term as need or want satisfier abound. Lamb, Hair and McDaniel (2000: 318) define a product as both favourable and unfavourable, a person receives in an exchange. Kotler (2000: 394), however, describes a product as anything that can be offered to a market might satisfy a want or need. Apart from the confusion between everything and anything, the term product is also defined from an operational perspective. Using commodities as their raw materials, companies make and then inventory goods--tangible items sold to largely anonymous customers who buy them off the shelf, from the lot, out of a catalogue, and so on. (Pine II & Gilmore, 1999: 7). Over time, organizations began standardizing goods for economies of scale. Wealth generated by the manufacturing sector resulted in economic growth fuelled the growth of the service sector, as increasing prosperity meant companies, institutions and individuals increasingly became willing to trade money for time and to buy services rather than spend time doing things for themselves (Bateson, 1995: 4). Services are therefore defined as intangible activities customized to the individual request of known clients (Pine II & Gilmore, 1999: 8). Service providers often use products to perform operations on a particular client (such as a haircut), or on his property or possessions (such as garden services), or on his behalf (cooking and serving a meal in a restaurant). Clients generally value the benefits of services more highly than the goods required to provide them. To escape the commoditization trap, organizations often deliver services wrapped around their core goods. This provides fuller, more complete economic offerings better meet customer desires. Over time, however, technological progress, competitive intensity and increased numbers of time-starved consumers and speed-obsessed businesses not only commoditized goods, but also services. Another step in economic value creation was needed to achieve differentiation. Already in 1995 former British Airways chairman, Sir Colin Marshall remarked One is to think a business is merely performing a function - in our case, transporting people from point A to point B on time and at the lowest possible price. That's the commodity mind-set ... Another way to compete is to go beyond the function and compete on the basis of experience. (Prokesch, 1995: 105). …" @default.
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• W155020887 date "2000-01-01" @default.
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• W155020887 title "Staging Experiences to Satisfy Needs: A Game Hunting Example" @default.
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