What does a client wish for? What are her/his needs?

Man wishes for stuff but may not be aware of what they really need. Although it is possible to take the way by car, train or bus from Istanbul to Ankara, s/he wishes to fly. In fact, the basic need here is transportation between this two cities. In a similar manner, when we get thirsty, drinking fizzy drinks is a “wish” whereas biologically what we really “need” is water. It is the success of marketing managers that in many markets of today, consumption rate of fizzy drinks getting closer to the consumption rate of water. “Drink Coca-Cola and enjoy”, “Make your friend reunions better with Coca-Cola”, “Drink Coca-Cola to share the merriness with your family”, these are the messages given to us subconsciously. Therefore, Coca-Cola is the best companion of joyful moments, for most of the people. Everyone wants to be happy. Have you ever saw an advertisement of this brand, serving Coca-Cola in a funeral?

It is of importance to determine the “wishes” and “needs” correctly through the marketing process.