1.  " There are different types of patients." The good doctor was chatting with his friend, a senior marketing professional in the corporate sector.

 "Some of them have real problems. The middle-aged man we met just now with cancer has a serious problem. Undoubtedly."

 But then, as doctors, we need to have an eye for other types of patients. Some report something, but their problems lie elsewhere. A person may come seeking a cure for his persistent spell of dizziness, and his real problem would lie not in his head but his pancreas. He could be a patient with diabetes. Okay, this is technical.

 I have also come across patients who have intentionally damaged their noses so that they could reshape them. What do you think were their real needs?

 Then there is this category of "worried wells." There is this woman who would come every week complaining of a headache. There was nothing wrong with her head. Finally, I had to refer her to a psychiatrist, which eventually stopped her time-wasting visits. She did not want to see a psychiatrist. Instead, she did not want to be seen in a psychiatrist's chamber. 

 As they were conversing, his assistant appeared at the door. 

 "Sir, I am telling the old gentleman he needs to see a rheumatologist to check his knee problems. We can't handle his problems here. But he is not willing to move. He says he is in serious pain and cannot immediately leave. Should I give him a pain killer?"

 "No," the doctor replied, shifting his attention to his assistant for a moment. "We are going to the club now. I would not mind dropping him at the rheumatologist's place. Dr. Sundaram is a friend, and obviously, he would be happy to have a patient." The good doctor smiled and turned to his friend. Both prepared to leave.

 "Well, in marketing, we study different types of needs. There are stated unstated, real, delight, and secret needs. As a doctor, you end up addressing all of them, I guess."

"Yes," the doctor smiled and said. 

"Every doctor is a bit of a marketer." He said as they walked towards his car. 

1. 
   

Define needs, wants and desires. State an example of each.                                                

Identify and classify the various types of needs encountered in the case

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Needs Wants and Desires 1 Needs Needs are the basic necessities and requirements that are essential for survival and wellbeing They are the fundamenta... View the full answer