An Uneven Progression in Consumer’s Values and Needs
The progress made in the market to differentiate a consumer’s values and needs relies on
the expenses and inputs required to return meaningful data to organizations’ research
departments. The notion of focusing on solely a customers’ needs has always been challenging
since it varies and can drastically change among individuals. The integration into individuals’
lives on a microscopic level, or an overwhelming consistent flow of individual market data,
would solve the mystery behind a consumers’ needs. For a majority of businesses, that is
unrealistic and would expend resources well behind their capabilities. Organizations have found
it more practical to create and maintain a relationship that develops value with consumers. The
riskier alternative being, fulfilling a distinct need, moving on to the next consumer, and trying to
take over the market. Dr. Rogers & Mr. Peppers states that consumers’ values are built on
diagnosing how the organization solves their problems through concentrating on numerous
channels that directly interact with them (Rodgers & Peppers, 2011;2010). The collection of
market data consists highly of similar values that consumers look for in an organization versus
their specific tailored needs.
Meeting a Consumers’ Needs is Feasible
Having a consumer centric approach has merged into an organization's system over time.
There have been successes and profitability in the modern market for consumers’ needs being the
core of an organizations’ vitality. There are countless businesses that have made their way into
the market over the last few years, and especially during the current pandemic. There are three
commonly seen businesses that are needs based, tailored self care cosmetics, clothing styling and
daily dietary lifestyle services. The industry for self care hygiene products has always been
lucrative and provides an abundance of choices for any of their problems. The assistance of
technology has opened an avenue for consumers to communicate their particular hygiene
problems and receive a customized regiment to solve it. Its longevity is based on looking at an
individuals specific needs first, then creating a valued relationship through results of their
services. A common theme with needs differentiated businesses is the availability and investment
of a particular person from the organization looking at the needs of one consumer at a time. The
delivery of personally styled clothes from an experienced stylist takes into the account the
changing needs of the consumer. Every month a box of curated clothes is sent to the consumer,
where they have the choice of choosing what contexts they would like to keep and purchase or
return since it does not fit their needs. The data for accessing a consumers’ needs is consistently
occurring and the business is receiving feedback that would later feed into a valued relationship.
The lifestyle choices that consumers make are usually made at various businesses in the market
and tracking it is demanding. The development and launching of dietary lifestyle businesses have
services consumers by creating made to order meals and snacks to fit the needs of individuals
and families. Their products can be altered and changed to fit the specific dietary needs of any
consumer, from normal allergies to unheard dietary diseases. All three businesses have also
ensured that they are a part of a market where they can be considered essential. The need to take
care of their bodies through biological processes, presentation, and nutrition.
Categorizing Consumers
Automotive: Ford
The consumer's needs that can be identified at Ford can be the expression of ones’ self
through their first car, the collection of a rare car, or the hobby to create and customize the fastest
car on the streets. The first car purchased by many young drivers can be a milestone in their lives
and Ford’s numerous budget friendly models is a way to express it. A car collector looks for the
classic and vintage Mustang that Ford produces and cherishes it. The street racer looks to Ford to
meet their needs of having a car that can be altered and adjusted to be their champion. The
consumers needs are categorized through the need for a specific usability of the product,
customization of it, convenience and comfort that is offered by Ford (Grieger & Ludwig, 2019).
Airlines: JetBlue
The airline fits consumers' needs since it serves all types that are traveling, from business
trips to families going on vacation and the impromptu adventures on a weekend. The well-known
airlines, JetBlue, has been able to meet and satisfy the needs of different economic levels of
consumers that take their flights. A main need is the onboarding process of the airplane, but it
can be further filed into the needs of the consumer at the time. The range of needs for consumer
flights can range from onboarding time to grouping accommodations (Wittmann, 2019).
Personal Care: MAC Makeup
The infamous makeup company has created products that fit the needs of the functional,
practical, professional and creative consumer. The need for a consumer to use MAC products can
be to run their own makeup services, to express their ideas on their Youtube Channel, or to dress
up and celebrate a family member's nuptials.
Hotels: Doubletree
The Doubletree hotel line has served to accommodate the wishes of consumers that wish
to hold significant events, serve as their home while away on business trips or just to have a
worry free getaway. A signature action to satisfy a consumer need to feel at home by the hotel
chain, is the delivery of a warm oatmeal cookie at their check in. The selection of luxury bed
sheets and linen fulfill the needs of consumers that are looking for a stay-cation, an escape from
their daily lives.
Design of Work & ‘Every Good Endeavor’
Keller has made it clear that God has provided all the possibilities for a simple fulfilled
life and that through his faith it can be achieved. A believer can read the word of God daily and
be content with its benefits, or they also go to a community church with others to worship. Either
option does not make that individual lesser or more in the eyes of God. The opinion of others
would say differently.
The previous example of the cosmetics company, MAC makeup, is considered a high end
product similar to Louis Vuitton. There are alternatives that have lower price points and are more
accessible to the general public, such as drugstore makeup brands. All products are qualified to
be used as makeup and used by consumers, but their free will influences their choice in
purchasing. The judgement of others is not encouraged nor taught to believers and emerges from
human nature and the nurturing society that humans are brought up in.
References
Akinori Ono & Tomokazu Kubo (2018) What determines firms’ intention to postpone product
differentiation?, Journal of Marketing Channels, 25:4, 198-210, https://doi-
org.ezproxy.liberty.edu/10.1080/1046669X.2019.1658012
Grieger, M., & Ludwig, A. (2019). On the move towards customer-centric business models in the
automotive industry - a conceptual reference framework of shared automotive service
systems. Electronic Markets, 29(3), 473-500.
http://dx.doi.org.ezproxy.liberty.edu/10.1007/s12525-018-0321-6
Keller, T., & Alsdorf, K. L. (2012). Every good endeavor: Connecting your work to god's work.
New York: Dutton.
Peppers, D., & Rogers, M. (2011;2010;). Managing customer relationships: A strategic
framework (2nd ed.). Hoboken, New Jersey: John Wiley & Sons.
Wittmann, J. (2019). Customer-oriented optimization of the airplane boarding process. Journal
of Air Transport Management, 76, 31-39. https://doi-
org.ezproxy.liberty.edu/10.1016/j.jairtraman.2019.02.002
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