文档介绍：Chapter 2
Needs and Wants
Objectives
To learn about what are basic human
needs and wants.
To understand the definitions of
“needs” and “wants”.
To realize how a qualified exporter
could make full use of the theory of
needs and wants in business.
prehend Maslow’s Needs Hierarchy model.
To know about 4P &4C marketing theory.
To grasp the main idea and the structure of the text.
To master the usage of key special terms, words and phrases in this chapter.
Needs vs. Wants
Needs would be defined as goods or services that are required in order to survive or maintain the existence.
Needs are the essentials, the basics of life that we can’t live without.
. food, clothing, shelter, health care.
Wants
Wants are goods or services that are not necessary but that we desire or wish for.
Wants are items, activities or services that increase one’s quality of life. These items can be wasteful if your e is limited.
., a big house, name-brand clothes, fancy foods and drinks, a new car
Summary about needs & wants
Need is a necessity while want is a desire.
A need is water, but a want is Pepsi.
A need is a winter jacket, but a want is a mink coat.
A need is a car, but a want is a Ferrari.
An important part of the economics is the distribution of resources or goods so that people's needs are met.
How businesses respond to consumers’ needs and wants
The responsibility of businesses is to produce
the products and provide the services that people
need; to take the advantage of people’s wants
and stimulate the potential wants of consumers
Advertisements’ great appealing effects on customers. Examples:

Unlimited wants & needs
Limited resources
scarcity
Scarcity 稀缺
Scarcity refers to the tension between our limited resources and our unlimited wants and needs.
What are resources?
For an individual,
resources include time, money and skill etc.
For a country,
limited resources include natural resources, capital, labor force / human resourc