Topic study hub
Identifying and understanding customers
Study why businesses must understand customer needs before designing the marketing mix.
2
Objectives
4
Flashcards
4
Questions
36 min
Study time
AqaGcseBusinessMarketing
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Start revising Identifying and understanding customers
Syllabus checklist
What you need to know
2 objective pages available
Customer needs2 objectives
- Explain why businesses identify and satisfy customer needs.
- Explain how satisfying customer needs can increase sales, support the marketing mix, avoid costly mistakes and improve competitiveness.
Key terms
Customer needsMarketing mix
Exam tips
- Use the PESTLE framework when analysing customer needs: Consider political, economic, social, technological, legal, and environmental factors that influence what customers want.
- Use the 4Ps to structure your answer: When answering questions about customer needs, start by explaining how the product meets those needs, then discuss how price, place and promotion support the product.
Common mistakes
- Assuming all customers have the same needs: Recognise that needs differ by demographic, psychographic, and behavioural factors, and segment the market accordingly.
- Assuming higher price always means higher profit: Higher price can reduce demand; the profit effect depends on the price elasticity of demand and the cost structure.
Practice preview
- Why do businesses focus on identifying customer needs?
- Analyse how identifying customer needs can influence a small manufacturer’s product development strategy.
- Which element of the marketing mix is most directly affected when a company changes its product to better meet customer needs?
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