Title: Identify customer needs and wants.
Course: Make It Your Business (12151-6) > Section: Exploring Marketing and Business

Identification should begin by explaining the following basic principles:

- Goods and services have features.
- Those features have certain benefits for certain customers.
- Customers buy things that they believe will benefit them.
- Customers must be satisfied with their purchases.

Identification should involve assessing the

- types of goods and services needed and/or wanted
- features desired in those goods and services
- price customers are willing and able to pay for a good or service
- location(s) and time(s) goods and services are available for purchase.

Process/Skill Questions:

- Why is it important to distinguish between needs and wants? How can the fulfillment of a basic need lead to a want?
- How can a good or service be a need for one person and a want for another person?
- What factors affect an individual’s needs and wants?
- How does the identification of customers’ needs and wants affect the operation of a school-based enterprise (SBE)?