List – I List – II a. Real Needs i. Expecting good service from car dealer. b. Unstated Needs ii. Customer expects to be seen by his friends as value-oriented savvy consumer. c. Delight Needs iii. Customer wants car at low operational cost and not initial cost. d. Secret Needs iv. Customer receives free insurance on purchase of car.
The question requires matching four types of customer needs (Real, Unstated, Delight, Secret) presented in List-I with their corresponding examples in List-II.
Matching Customer Needs: List-I and List-II
Analysis of List-I Items
- a. Real Needs: These are the fundamental, functional requirements a customer has for a product or service.
- b. Unstated Needs: These are needs that customers have but do not explicitly express. They are often implied expectations.
- c. Delight Needs: These are unexpected, positive aspects that go beyond what the customer expects and create satisfaction.
- d. Secret Needs: These are often hidden, psychological, or emotional needs related to self-image, status, or social perception.
Matching Process
- Real Needs (a): The most direct functional need is related to the car's performance and cost efficiency. Option iii, "Customer wants car at low operational cost and not initial cost," directly addresses this core requirement. Thus, a - iii.
- Unstated Needs (b): Customers often implicitly expect good post-purchase support. Option i, "Expecting good service from car dealer," represents a common, often unstated, expectation associated with purchasing a vehicle. Thus, b - i.
- Delight Needs (c): An unexpected bonus or extra benefit surprises and delights the customer. Option iv, "Customer receives free insurance on purchase of car," is a clear example of such a surprise element. Thus, c - iv.
- Secret Needs (d): Customers may have underlying desires about how they are perceived. Option ii, "Customer expects to be seen by his friends as value-oriented savvy consumer," reflects a hidden social or self-image motivation. Thus, d - ii.
Correct Matching Code
Combining the matches:
- a matches with iii
- b matches with i
- c matches with iv
- d matches with ii
This corresponds to the code a - iii, b - i, c - iv, d - ii.
Important Questions from Introduction To Marketing Management
A metaphor describing the time period in which a firm can realistically enter a new market is called ________
Arrange the following steps of marketing process in the sequential order.
A. Capture value from customers to create profits and customer equity.
B. Understand the market place and customer needs and wants.
C. Build profitable relationships and create customer delight.
D. Construct an integrated marketing program that delivers superior value.
E. Design a customer-driven marketing strategy.
Choose the correct answer from the options given below:
Which of the following statements explains the Integrated Marketing Communication (IMC) concept?
A. IMC is the specific blend of promotion tools to communicate customer value and build customer relationships
B. IMC calls for recognising only those touch points where the customer physically encounters the company and its brands
C. IMC's goal is to deliver a consistent and clear massage about the organisation and its products
D. IMC ties together all of the company's messages and images
E. IMC calls for integration and coordination of the company's many communication channels
Choose the correct answer from the options given below:
- Which of the following statements are incorrect ? Indicate the correct code.
Statement (I) : As consumer’s income increases, the percentage of income spent for food items decreases, for rent, fuel and light remains the same, for clothing remains the same and for sundries increases.
Statement (II) : Societal marketing period was from 1960 onwards.
Statement (III) : Our debt to social anthropology decreases more and more as we use qualitative market research approaches.
Statement (IV) : The economic concepts of perfect competition and matching of supply and demand underlie the marketing concept, particularly in relation to the concepts of the price at which goods are sold and quantity distributed.
Code :
