Title: Identify customer needs and wants.
Course: Make It Your Business (12151-18) > Section: Conducting a Needs Assessment

Identification should begin by explaining the following basic principles:

- Products and services have features.
- Those features have certain benefits to 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 products and services needed and/or wanted
- features desired in those products and services
- price customers are willing and able to pay for a product or service
- location(s) and time(s) products and services are available for purchase.

Process/Skill Questions

- What is the difference between customer needs and wants?
- Why might it be 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 want for another person?
- Why must customers be satisfied with their purchases?
- Why is it important for a business to know whether its good/service is a need or a want?