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Marketing Basics - Kotler Philip

Problem awareness

The buying process begins with the fact that the buyer is aware of the problem or need . He feels the difference between his real and desired state. Need can be excited by internal stimuli. One of the common human needs - hunger, thirst, sex - rises to a threshold level and turns into an impulse. According to past experience, a person knows how to cope with this motivation, and his motivation is oriented towards a class of objects that are able to satisfy the compelled arising.

Need can be excited by external stimuli. A woman walks past a bakery, and the sight of freshly baked bread makes her feel hungry. She admires her neighbor’s new car or watches a television commercial about a vacation in Jamaica. All of this can lead to her awareness of a problem or need.

At this stage, the market leader needs to identify circumstances that usually push a person to realize the problem. It should be clarified: a) what specific tangible needs or problems arose, b) what caused their occurrence, c) how they brought a person to a specific product.

Betty Smith may respond that she felt the need for a new hobby. This happened during the “lull” at work, and she started thinking about the camera after one of her friends told her about the photograph. By collecting such information, a marketer is able to identify irritants that more often than others attract an individual's interest in a product. After that, you can develop marketing plans using identified irritants.