Most of us have enough food. shelter, clothing, and transportation. We don't need much more. But we want more. We need food. But we want fast foods, diet foods and gourmet meals. Most of us don't need a six-bedroom, 2 ½ bath home. But many of us may want one. We don't need expensive designer clothes. BUT we want them. We may need a car. But we want a Lexus or a BMW. We've all heard or read that the essence of marketing is to "find a need and fill it." Your marketing efforts will yield a better response if you follow this formula instead: Find a want and fill it.

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