Put the words of each sentence in the correct order.

1) certain, Customers, to, lifestyle, like, a, maintain.

2) concern, A, is,customer, major, to, immediate, for, family, provide, how, the.

3) physiological, Buying, and, need, of, food, is, a, satisfying, example, drink, an.

4) service, customer, to, highly, attuned, needs, Some, sectors, are.

5) Consumer Life Cycle, time, The, how, needs, of, shows, a, consumer, period. change, over.

A marketing specialist is talking about purchasing behaviour. Replace the underlined expressions with alternative phrases from the list below (a - g). One question has two possible answers.

a) purchasing behavior

b) personal involvement

c) final purchasing decision

d) purchasing pattern

e) impulse purchasing

f) purchase intentions

g) routine purchases

The (1) a ctual decision t o b uy a product depends on the type of product or service. With yoghurt, for example, many customers wait until they are in the supermarket, in front of the row of yoghurts, before they decide. On the other hand, for a more expensive product, with higher (2) thought and p syc hological investme nt fr om the consumer it may take place a long time before the purchase. Our research shows that some customers spend three years thinking about the next type of car they will buy. Obviously, over these three years the (3) plans to buy may change a lot. Then there are those (4) purc hases without any th ought becau se they are a habit that we all make without thinking. I always get pasta, eggs and milk. at the supermarket so I never write them on the list and I always look out for special offers and promotions. This kind of (5) shopp ing habit is very diffcult for a marketing team to change. However, (6) buy ing something y ou li ke when you see it is created, by different customer needs, and here we can really make a difference.

5. Read the following passage and write out the person’s needs according to the Maslow’s pyramid.

Matt Robinson, a senior marketer for a high street bank, uses the model in a talk to the management team:

‘Imagine that Mr Singh comes to see us about his pension plan. Of course, we talk about his hopes and desires for his retirement. We usually start with how to meet his

physiological needs; by this we mean how he will pay for his food and housing - this is a major customer concern. We will also talk about safety needs, how our client will protect himself and his family when he is retired. We think about social needs: will he still be able to afford membership of the golf club? Then there is the Porsche that he drives to the golf club. This is an example of an esteem need - to maintain his lifestyle and social status. We talk a lot about golf in fact! There are also self-fulfilment needs: here we consider all Mr Singh’s personal projects and dreams. We have to work out how much money he will need to invest today in order, for example, to be able to travel the world when he retires.’

Marketers are interested in customer needs as these can explain customer wants or desires for a specific product or service.

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