Fulfilling customers’ needs

Task 1 – Which car?

Match the car to the description of the customer and explain your choice.

1.
Dave Johnson has just started a cheese-making
business. He needs a vehicle to transport his
product to wholesalers, shops and farmers’ markets.
 

http://gallery.e2bn.org/image61582-tw_library.html

2.

Ms Green is a young teacher. She needs a car to go

to work and use at the weekend to visit her friends.

http://gallery.e2bn.org/image63869-tw_library.html

3.

George Wilson is a radio presenter. He is married

and has one small son. His wife is expecting triplets.

http://www.flickr.com/photos/draco2008/2288984034/

4.

Mr Smythe is a retired bank manager. He likes

history and tradition. He is not short of money. He
would like an eye-catching car to use on special
occasions.

http://www.flickr.com/photos/chermida/2912660635/

5.

Harry Trevett works in the City. He is a

stockbroker. He wants a car to use in his spare time
and he likes driving fast.

http://www.flickr.com/photos/foshie/2533465847/
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 Fulfilling customers’ needs

Task 2 – Customer needs

The American psychologist, Abraham Maslow, developed a hierarchical picture of human needs. It
is possible to relate these needs to customer behaviour. Have a look at the five categories of
needs:

J. Finkelstein
http://en.wikipedia.org/wiki/Image:Maslow%27s_hierarchy_of_needs.svg

Now match the categories with the explanations:

are concerned with physical well-being and the need for
Physiological needs
protection.
Love needs originate in a desire for status and respect.

Self-actualisation needs are to do with basic survival, such as eating and sleeping.

Safety and security centre on the need to belong a community.

are to do with full personal development and individual
Esteem needs
creativity.

Try to place the following goods and services into each of the categories in
Maslow’s hierarchy. Explain the reasons for your choices.
a) electric toothbrush b) vitamin tablets c) coat
d) bottled water e) nursing care f) library facilities
g) arts course h) sports bar i) barbeque
j) sauna k) football kit
© 2008 www.teachitworld.com 11424 Page 2 of 3
 Fulfilling customers’ needs

Teacher’s notes

Task 1
You could use this activity either as a pair work matching exercise or as the basis for role play,
with one student being the salesman, advising on suitable vehicles, and others being the customers.
You may want to pre-teach the names of the different types of car.
Answers:
a) Dave: 3 (van)
b) Ms Green: 5 (small, two-door car)
c) George: 4 (people carrier)
d) Mr Smythe: 1 (classic car)
e) Harry: 2 (Porsche)

Task 2
Read this through with the group, or let them read it individually. Ask for any questions and give
them the exercise.
Answers:
1. coat, bottled water
2. electric toothbrush, vitamin tablets, nursing care
3. barbecue, football kit
4. sports car, sauna
5. library facilities, arts course.

© 2008 www.teachitworld.com 11424 Page 3 of 3