A primary challenge for marketers in discovering the needs of prospective customers is that customers may not know or be able to describe what they need and want.
Needs refers to necessity. It is what people cannot do without having them hence important for human survival where as want is what people desired and not really mandatory for them to have it
Hence, a primary challenge for marketers in discovering the needs of prospective customers is that customers may not know or be able to describe what they need and want.
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