. General: A motivating force that compels action for its satisfaction. Needs range from basic survival needs (common to all human beings) satisfied by necessities, to cultural, intellectual, and social needs (varying from place to place and age group to age group) satisfied by necessaries. Needs are finite but, in contrast, wants (which spring from desires or wishes) are boundless. See also Maslow’s hierarchy of needs.

2. Marketing: A driver of human action which marketers try to identify, emphasize, and satisfy, and around which promotional efforts are organized.

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