Source: https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/4-2-1-customer-needs [Revision notes](https://senecalearning.com/en-gb/revision-notes.md) › [IGCSE](https://senecalearning.com/en-gb/revision-notes/igcse.md) › [Business](https://senecalearning.com/en-gb/revision-notes/igcse/business.md) › [Edexcel IGCSE](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse.md) › Customer Needs # Customer Needs Business: Edexcel IGCSE, topic 4.2.1 ## Customer Needs Customers' needs are the things that people can't live without. For example, Severn Trent provides water to people's homes in the United Kingdom. Addressing customers' needs involves four things: ### Price ![Price](https://image-v2.cdn.app.senecalearning.com/2018-03/a1c9fc4a-16d4-40c2-bcb7-d8c477f2562b/shutterstock_149305835.jpg) - A customer may only want to pay a certain amount for a product. ### Quality ![Quality](https://image-v2.cdn.app.senecalearning.com/2018-03/8f7d86bd-685c-43dc-8619-5bee9fd4ef28/shutterstock_660324757.jpg) - A customer will look for a certain standard or feature when buying a product. ### Choice ![Choice](https://image-v2.cdn.app.senecalearning.com/2018-03/792370b0-c42d-46b8-ba3d-3222a52ae20b/shutterstock_615051008.jpg) - A customer may want choice of certain aspects of the product. - For example, Nike lets customers buy shoes in different colours and even lets them customise them. ### Convenience ![Convenience](https://image-v2.cdn.app.senecalearning.com/2018-03/cba44048-be43-4d05-b6a2-a7790bf5965d/shutterstock_439487536.jpg) - A customer may look for convenience when buying a product. ## Test yourself on Customer Needs - Which 4 things are important for addressing customers' needs? [Practise this topic for free](https://app.senecalearning.com/classroom/course/842fa0dc-132a-4180-9456-45b3931aca6b/section/282d1c51-c64c-4b5e-ae91-fe624cf8200b/session) - Previous topic: [4.1.2 Forms of Market Research](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/4-1-2-forms-of-market-research.md) - Next topic: [4.2.2 Satisfying Customer Needs](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/4-2-2-satisfying-customer-needs.md) ## Business: Edexcel IGCSE contents ### 1 Business Activity & Influences on Business - 1.1 Business Objectives - [1.1.1 Business Aims](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/1-1-1-business-aims.md) - [1.1.2 Business Objectives](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/1-1-2-business-objectives.md) - [1.1.3 Business Objectives Change Over Time](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/1-1-3-business-objectives-change-over-time.md) - [1.1.4 End of Topic Test - Business Aims](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/1-1-4-end-of-topic-test-business-aims.md) - [1.1.5 Diagnostic Misconceptions - Profit](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/1-1-5-diagnostic-misconceptions-profit.md) - 1.2 Types of Organisations - [1.2.1 Sole Traders & Partnerships](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/1-2-1-sole-traders-and-partnerships.md) - [1.2.2 Limited Companies](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/1-2-2-limited-companies.md) - [1.2.3 Limited Liability](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/1-2-3-limited-liability.md) - [1.2.4 Unlimited vs Limited Liability](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/1-2-4-unlimited-vs-limited-liability.md) - [1.2.5 Not For Profit & Franchises](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/1-2-5-not-for-profit-and-franchises.md) - [1.2.6 Multinational Companies](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/1-2-6-multinational-companies.md) - [1.2.7 End of Topic Test - Business Ownership](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/1-2-7-end-of-topic-test-business-ownership.md) - [1.2.8 Application Questions - Business Ownership](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/1-2-8-application-questions-business-ownership.md) - [1.2.9 Diagnostic Misconceptions - Company vs Business](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/1-2-9-diagnostic-misconceptions-company-vs-business.md) - [1.2.10 Diagnostic Misconceptions - Owners vs Shareholders](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/1-2-10-diagnostic-misconceptions-owners-vs-shareholders.md) - 1.3 Classification of Businesses - [1.3.1 Sectors](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/1-3-1-sectors.md) - 1.4 Decisions on Location - [1.4.1 Location](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/1-4-1-location.md) - 1.5 Business & the International Economy - [1.5.1 Globalisation](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/1-5-1-globalisation.md) - [1.5.2 Exchange Rates](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/1-5-2-exchange-rates.md) - 1.6 Government Objectives & Policy - [1.6.1 Government Objectives](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/1-6-1-government-objectives.md) - [1.6.2 The Government & Business Activity](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/1-6-2-the-government-and-business-activity.md) - [1.6.3 Interest Rates](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/1-6-3-interest-rates.md) - [1.6.4 Interest Rates - Calculations](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/1-6-4-interest-rates-calculations.md) - [1.6.5 Diagnostic Misconceptions - Recessions](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/1-6-5-diagnostic-misconceptions-recessions.md) - 1.7 External Factors - [1.7.1 External Factors](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/1-7-1-external-factors.md) - 1.8 What Makes a Business Successful? - [1.8.1 Measuring Success](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/1-8-1-measuring-success.md) - [1.8.2 Reasons for Failure](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/1-8-2-reasons-for-failure.md) ### 2 People in Business - 2.1 Internal & External Communication - [2.1.1 Communication](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/2-1-1-communication.md) - 2.2 Recruitment & Selection Process - [2.2.1 Types of Employment](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/2-2-1-types-of-employment.md) - [2.2.2 Recruitment Stages](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/2-2-2-recruitment-stages.md) - [2.2.3 Effective Recruitment](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/2-2-3-effective-recruitment.md) - [2.2.4 Legal Controls Over Employment](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/2-2-4-legal-controls-over-employment.md) - [2.2.5 Diagnostic Misconceptions - Internal Recruitment](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/2-2-5-diagnostic-misconceptions-internal-recruitment.md) - 2.3 Training - [2.3.1 Training](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/2-3-1-training.md) - 2.4 Motivation & Rewards - [2.4.1 Motivation in the Workplace](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/2-4-1-motivation-in-the-workplace.md) - [2.4.2 Financial & Non-Financial Methods](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/2-4-2-financial-and-non-financial-methods.md) - [2.4.3 End of Topic Test - The Workforce](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/2-4-3-end-of-topic-test-the-workforce.md) - [2.4.4 Application Questions - The Workforce](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/2-4-4-application-questions-the-workforce.md) - [2.4.5 Diagnostic Misconceptions - Money](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/2-4-5-diagnostic-misconceptions-money.md) - 2.5 Organisation Structures - [2.5.1 Organisational Structures](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/2-5-1-organisational-structures.md) - [2.5.2 Centralised vs. Decentralised Structures](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/2-5-2-centralised-vs-decentralised-structures.md) - [2.5.3 Tall & Flat Organisations](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/2-5-3-tall-and-flat-organisations.md) - [2.5.4 Functional Areas Within a Business](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/2-5-4-functional-areas-within-a-business.md) - [2.5.5 End of Topic Test - Org Structure](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/2-5-5-end-of-topic-test-org-structure.md) ### 3 Business Finance - 3.1 Sources of Finance - [3.1.1 Internal & External Sources of Finance](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/3-1-1-internal-and-external-sources-of-finance.md) - [3.1.2 Factors Affecting Sources of Finance](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/3-1-2-factors-affecting-sources-of-finance.md) - 3.2 Cash Flow Forecasting - [3.2.1 Cash Flow](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/3-2-1-cash-flow.md) - [3.2.2 Consequences of Cash Flow Problems](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/3-2-2-consequences-of-cash-flow-problems.md) - [3.2.3 Cash Flow - Calculations](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/3-2-3-cash-flow-calculations.md) - [3.2.4 Solutions to Cash Flow Problems](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/3-2-4-solutions-to-cash-flow-problems.md) - [3.2.5 Diagnostic Misconceptions - Cash Flow](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/3-2-5-diagnostic-misconceptions-cash-flow.md) - 3.3 Cost & Break-Even Analysis - [3.3.1 Costs, Revenue & Profit](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/3-3-1-costs-revenue-and-profit.md) - [3.3.2 Profit, Average Unit Cost & Interest](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/3-3-2-profit-average-unit-cost-and-interest.md) - [3.3.3 Costs - Calculations](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/3-3-3-costs-calculations.md) - [3.3.4 Revenue - Calculations](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/3-3-4-revenue-calculations.md) - [3.3.5 Break-Even Analysis](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/3-3-5-break-even-analysis.md) - [3.3.6 Profit & Losses - Calculations](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/3-3-6-profit-and-losses-calculations.md) - [3.3.7 End of Topic Test - Finance](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/3-3-7-end-of-topic-test-finance.md) - [3.3.8 Grade 9 - Finance](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/3-3-8-grade-9-finance.md) - [3.3.9 Diagnostic Misconceptions - Fixed Costs](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/3-3-9-diagnostic-misconceptions-fixed-costs.md) - [3.3.10 Diagnostic Misconceptions - Break-even](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/3-3-10-diagnostic-misconceptions-break-even.md) - 3.4 Financial Documents - [3.4.1 Financial Statements](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/3-4-1-financial-statements.md) - [3.4.2 Income Statement](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/3-4-2-income-statement.md) - [3.4.3 Understanding Business Performance](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/3-4-3-understanding-business-performance.md) - 3.5 Account Analysis - [3.5.1 Business Calculations](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/3-5-1-business-calculations.md) - [3.5.2 Gross Profit - Calculations](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/3-5-2-gross-profit-calculations.md) - [3.5.3 Net Profit - Calculations](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/3-5-3-net-profit-calculations.md) - [3.5.4 Business Calculations 2](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/3-5-4-business-calculations-2.md) - [3.5.5 Business Calculations 3](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/3-5-5-business-calculations-3.md) - [3.5.6 Liquidity](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/3-5-6-liquidity.md) ### 4 Marketing - 4.1 Market Research - [4.1.1 Market Research](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/4-1-1-market-research.md) - [4.1.2 Forms of Market Research](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/4-1-2-forms-of-market-research.md) - 4.2 The Market - [4.2.1 Customer Needs](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/4-2-1-customer-needs.md) - [4.2.2 Satisfying Customer Needs](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/4-2-2-satisfying-customer-needs.md) - [4.2.3 Market](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/4-2-3-market.md) - [4.2.4 The Competitive Environment](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/4-2-4-the-competitive-environment.md) - [4.2.5 Market Segmentation](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/4-2-5-market-segmentation.md) - [4.2.6 Market Mapping - Price vs Quality](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/4-2-6-market-mapping-price-vs-quality.md) - [4.2.7 End of Topic Test - Marketing](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/4-2-7-end-of-topic-test-marketing.md) - [4.2.8 Application Questions - Marketing](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/4-2-8-application-questions-marketing.md) - [4.2.9 Diagnostic Misconceptions - Competition](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/4-2-9-diagnostic-misconceptions-competition.md) - 4.3 The Marketing Mix - [4.3.1 Price](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/4-3-1-price.md) - [4.3.2 Price Penetration](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/4-3-2-price-penetration.md) - [4.3.3 Other Forms of Pricing](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/4-3-3-other-forms-of-pricing.md) - [4.3.4 Product Design](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/4-3-4-product-design.md) - [4.3.5 The Product Life Cycle](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/4-3-5-the-product-life-cycle.md) - [4.3.6 Extending Existing Products](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/4-3-6-extending-existing-products.md) - [4.3.7 New Products](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/4-3-7-new-products.md) - [4.3.8 Benefits and Risks of New Products](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/4-3-8-benefits-and-risks-of-new-products.md) - [4.3.9 Promotion](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/4-3-9-promotion.md) - [4.3.10 Public Relations and Sales Promotion](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/4-3-10-public-relations-and-sales-promotion.md) - [4.3.11 Sponsorship & Social Media](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/4-3-11-sponsorship-and-social-media.md) - [4.3.12 Product Placements](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/4-3-12-product-placements.md) - [4.3.13 Promotional Mix](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/4-3-13-promotional-mix.md) - [4.3.14 Place](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/4-3-14-place.md) - [4.3.15 Place 2](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/4-3-15-place-2.md) - [4.3.16 Place 3](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/4-3-16-place-3.md) - [4.3.17 M-Commerce](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/4-3-17-m-commerce.md) - [4.3.18 Benefits & Drawbacks of M-Commerce](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/4-3-18-benefits-and-drawbacks-of-m-commerce.md) - [4.3.19 End of Topic Test - Marketing Mix](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/4-3-19-end-of-topic-test-marketing-mix.md) - [4.3.20 Grade 9 - Marketing Mix](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/4-3-20-grade-9-marketing-mix.md) - [4.3.21 Diagnostic Misconceptions - Decreasing Price](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/4-3-21-diagnostic-misconceptions-decreasing-price.md) - [4.3.22 Diagnostic Misconceptions - Advertise vs Promote](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/4-3-22-diagnostic-misconceptions-advertise-vs-promote.md) - [4.3.23 Diagnostic Misconceptions - Social Media](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/4-3-23-diagnostic-misconceptions-social-media.md) ### 5 Business Operations - 5.1 Economies & Diseconomies of Scale - [5.1.1 Economies of Scale](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/5-1-1-economies-of-scale.md) - [5.1.2 Diagnostic Misconceptions - Economies of Scale](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/5-1-2-diagnostic-misconceptions-economies-of-scale.md) - 5.2 Production - [5.2.1 Production Processes](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/5-2-1-production-processes.md) - [5.2.2 Flow and Batch Production](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/5-2-2-flow-and-batch-production.md) - [5.2.3 Production Efficiency](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/5-2-3-production-efficiency.md) - [5.2.4 Technology & Production](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/5-2-4-technology-and-production.md) - [5.2.5 Diagnostic Misconceptions - JIT vs JIC](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/5-2-5-diagnostic-misconceptions-jit-vs-jic.md) - 5.3 Factors of Production - [5.3.1 Factors of Production](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/5-3-1-factors-of-production.md) - 5.4 Quality - [5.4.1 Importance of Quality](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/5-4-1-importance-of-quality.md) - [5.4.2 Identifying Quality](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/5-4-2-identifying-quality.md) - [5.4.3 Total Quality Management](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/5-4-3-total-quality-management.md) - [5.4.4 End of Topic Test - Operational Decisions](https://senecalearning.com/en-gb/revision-notes/igcse/business/edexcel-igcse/5-4-4-end-of-topic-test-operational-decisions.md)