2.1 The role of marketing GapFill

All customers have   cravings wants requirements requests and needs. In business terms, a need is a problem which customers could solve with the   foothold consumption purchase obtaining of a product or service.  Customers need these products or services to be available for sale at the right   barterprice money cash.  If you are hungry, then your   tricky difficult problem setback  is that you need food, and you might pay £1.99 for a sandwich, but you would NOT pay £10.99. Customers will have   outlooks hopes prospects expectations  about what prices they should pay for goods and services based on any available   transformations alternatives revolutions deviations and comparison with similar products and services.  In this example, if you were hungry you could also get a burger for £1.99 or a pasty for £1.99, so the sandwich business really cannot charge £10.99, because it would have no customers prepared to pay that price. 

Customers also need products and services which are of   usual satisfactory tolerable normal quality; for example, buying clothing that fits and doesn't rip the first time you wear it.   

Customers also need a good choice of products and services because their needs may change over time.  For example, when you first learn to drive, you will want a small, low-powered car so that you can afford the   windows insurance cleaning mileage .  As you grow and get older, you may have children, and then you might want a larger car which will transport your new family.  This is why car companies have a   scope range extent gamut  of cars so that they can cater to a range of customer needs.  A sales executive who drives 60,000 miles a year will want a different car from a retired person who just uses their car to pop to the shops and only travels 5,000 miles a year.