Marketers - Features and Benefits

Marketers need to know consumer needs so that they can target those needs with specific products and services. This linkage helps a consumer understand how the product helps satisfy her needs.

Features and Benefits

Marketers will match the features and benefits of various products and services to the needs of customers. When the consumer recognizes the benefit and is convinced it will serve his need, chances of a sell are enhanced.

Types

A marketer must understand the different types of needs a customer may have. Some customers have a need for safety, esteem or prestige, and even self-fulfillment according to the website Reference for Business. A consumer with a need for prestige is more likely to purchase a Mercedes-Benz or Rolls Royce as opposed to a Chevy.

Needs versus Wants

A marketer has to understand the difference between consumer needs and wants. When a consumer wants something, it may not be to satisfy a need. A luxury item is an example. Some marketers will appeal to the wants because there is usually an emotional tie involved.

Consumer Behavior

To be effective, marketers must understand consumer behavior and what motivates them to purchase products and services.

Purchase Habits

Many consumers make purchases based on their own individual needs as well as other factors. Marketers need to understand all of the particular influences and triggers that consumers face that cause them to make a purchase, according to Reference for Business.

Marketing Campaign

When a marketer understands all of the needs and purchasing habits of customers, she will design her marketing and advertising campaigns with those characteristics in mind. A market strategy usually targets a niche market.