- needs vs wants

• Needs


  Essential for survival and basic functioning
• Needs characteristics


  Universal, non-negotiable, basics
• Needs examples


  Food, water
• Needs marketing focus


  Mass-market basics
• Wants


  Desires for enhanced comfort and lifestyle
• wants characteristics


  Individualized, non-essential, culturally influenced
• wants examples

  designer clothes, latest smartphone
• Needs marketing focus


  emotional and aspirational differentiation