Need- this is a need, a need for something that requires satisfaction.

Needs are classified according to various criteria.

In relation to the scale and structure of production identify the following types of needs:

Absolute (prospective), expressing the consumer power of society (for example, the maximum amount of development of goods by production that society could consume if they were available
in stock);

Valid (necessary), which can be satisfied with the achieved level of development of production;

Subject to satisfaction, which can be satisfied in the actual state of reproduction (they act as effective demand);

Actually satisfied (in the form of satisfied demand).

Depending on the role in the reproduction of the labor force

Material (satisfying the physical needs of a person in food, clothing, housing);

Spiritual (satisfying the need for education, culture, recreation, creativity);

Social (implementation of abilities, position in society, promotion).

Depending on the social structure distinguish:

The needs of society (security, public order, legal protection, etc.);

The needs of classes, social groups (for example, chess players need chess clubs, swimmers need swimming pools);

Personal (needs for clothes, shoes, food, etc.).

Tailored to meet needs they are divided into the following types:

Primary (needs for food cannot be replaced by the need for sleep or others);

Secondary (instead of a movie, you can go to the theater).

Depending on participation in the reproductive process needs are classified as follows:

Production (consumption of means of production and labor);

Non-productive, the consumption of which occurs outside of production (personal and public).

Needs can also be economic and non-economic.

Depending on the timing of occurrence Distinguish between short-term and long-term needs.

Earth- this is a natural factor of production, which includes, in addition to the land itself, natural resources, mineral deposits, forests, etc.

Entrepreneurial Ability- this is an initiative independent activity aimed at making a profit, associated with risk, responsibility for making decisions. Entrepreneurship is a factor that unites and organizes all other factors of production.

The problem of choice in economics. Society's Production Possibility Curve

One of the main tenets of economic theory is that the resources available to society are limited. Consequently, a limited amount of goods can be produced from them, as well as decisions about which goods and services should be produced and which should be discarded. This problem is called choice problem in economics.

The real economy faces two problems: unlimited needs and limited resources. Based on this, society makes the following decision: what to produce (which of the mutually exclusive goods and services should be produced and in what quantity, and what needs to be satisfied), how to produce (from what resources, under what technology the goods should be produced) and for whom to produce (who should own and benefit from these goods and services).

Imagine a situation in which two goods (oil and robots) are produced in a real economy, where all factors of production are used, with the help of which full employment and full production are ensured. Oil is a consumer product, robots are a means of production. If the entire population of the countries begins to produce oil, then it will receive it in the amount of 15,000 tons; if robots, then 5,000 of them will be produced. Robots and oil can be produced at the same time. Since resources are limited, as the production of robots increases, the amount of oil will have to be reduced, and vice versa. This situation is shown in Figure 1.

Picture 1 - Production Possibility Curve

Curve AE- This production possibilities curve. Each point on the curve represents the maximum production of two goods with the full and rational use of the resources available in the economy. Being on the production possibilities curve, the economy must sacrifice part of the product X if you intend to get more product at. Cannot increase at the same time X and at with a constant technology and a constant amount of resources.

The economy of full employment and full production is always alternative, that is, it must choose between different industries through the redistribution of resources. quantity of goods y, which society sacrifices for the sake of obtaining an additional unit of goods x, is called imputed (opportunity) costs. Dot To outside the curve would be preferable for society, but it is unattainable with a given amount of resources. Dot W inside the curve shows that the economy is operating at underemployment. The arrows indicate three possible paths back to full employment.

As resources increase or technology improves, economic growth will occur. A growing economy is able to increase the production of both goods X and at. The production possibilities curve will shift to the right. With economic growth, society must choose between investment (accumulation) and consumption. If for some time the rapid expansion of personal consumption of various goods and services is restrained and the amount of investment (construction of new enterprises, reconstruction of old ones) is increased, then in a few years it is possible to move to a higher production possibilities curve.

The concept of efficiency. Economic and social efficiency

In general terms, efficiency means performance. In economics, efficiency is understood as the use of resources that maximizes the satisfaction of unlimited needs. Therefore, the concept efficiency»includes not only the ratio of costs and results, but also the degree of satisfaction of people's needs, the level of well-being, the possibility of realizing one's abilities.

production;

Economic;

Social.

Production efficiency ( E) is the ratio of production results to the costs of all factors of production, expressed by the formula

Since the product is the result of the costs of several factors of production, indicators are calculated that reflect the effectiveness of individual factors. All main indicators can be divided into two groups: indicators of return and indicators of capacity.

Return indicators(labor productivity and capital productivity) is the amount of production (economic result) per unit of the factor of production used. These indicators are determined by the following formulas:

An important indicator of working conditions is the capital-labor ratio, which is measured by the ratio of the cost of fixed production assets to the average number of employees.

The second group of indicators of production efficiency is formed by capacity indicators(labor intensity and capital intensity of products), which are in fact the inverse indicators of return and are calculated as the ratio of the number of production factors per unit of output, according to the formulas:

.

Under economic Efficiency is understood as such a state of the economy in which the needs of all members of society are most fully satisfied in the presence of limited resources, while it is impossible to increase the degree of satisfaction of the needs of at least one person without worsening the situation of another person.

This means that resources are rationally used in production, and the entire product is distributed among members of society (Pareto efficiency, or Pareto efficiency). Achieving Pareto efficiency means that the state of the national economy is on the production possibilities curve.

Social efficiency- this is a state of the economy in which the implementation of the social goals of society is ensured. Indicators of social efficiency are the level of wages, the availability and quality of education, healthcare, the state of the environment, etc.

Production, economic and social efficiency are interconnected.

Personal needs(need) is the so-called source of personal activity, because it is the needs of a person that are his motivating reason for actions in a certain way, forcing him to move in the right direction. Thus, need or need is such a personal state in which the dependence of subjects on certain situations or conditions of existence is revealed.

Personal activity is manifested only in the process of satisfying its needs, which are formed during the upbringing of the individual, introducing him to public culture. In its primary biological manifestation, necessity is nothing but a certain state of the organism, expressing its objective need (desire) for something. Thus, the system of needs of the individual directly depends on the lifestyle of the individual, the interaction between the environment and the sphere of its use. From the standpoint of neurophysiology, need means the formation of some kind of dominant, i.e. the appearance of excitation of special brain cells, characterized by stability and regulating the required behavioral actions.

Types of personality needs

Human needs are quite diverse and today there is a huge variety of their classifications. However, in modern psychology, there are two main classifications of types of needs. In the first classification, needs (needs) are divided into material (biological), spiritual (ideal) and social.

The realization of material or biological needs is connected with the individual species existence of the individual. These include - the need for food, sleep, clothing, security, home, intimate desires. Those. need (need), which is due to biological need.

Spiritual or ideal needs are expressed in the knowledge of the world that surrounds, the meaning of existence, self-realization and self-respect.

The desire of the individual to belong to any social group, as well as the need for human recognition, leadership, dominance, self-affirmation, attachment of others in love and respect, is reflected in social needs. All these needs are divided into important types of activity:

• labor, work - the need for knowledge, creation and creation;

• development - the need for training, self-realization;

• social communication - spiritual and moral needs.

The needs or needs described above have a social orientation, therefore they are called sociogenic or social.

In another type of classification, all needs are divided into two types: need or need for growth (development) and conservation.

The need for preservation combines such needs (needs) - physiological: sleep, intimate desires, hunger, etc. These are the basic needs of the individual. Without their satisfaction, the individual is simply not able to survive. Further the need for security and preservation; abundance - the comprehensiveness of the satisfaction of natural needs; material needs and biological.

The need for growth combines the following: the desire for love and respect; self-actualization; self-respect; knowledge, including life meaning; needs for sensual (emotional) contact; social and spiritual (ideal) needs. The above classifications make it possible to highlight the more significant needs of the subject's practical behavior.

OH. Maslow put forward the concept of a systematic approach to the study of the psychology of the personality of subjects, based on the model of personality needs in the form of a pyramid. Hierarchy of personality needs according to A.Kh. Maslow is the behavior of an individual, directly dependent on the satisfaction of any of his needs. This means that the needs at the top of the hierarchy (realization of goals, self-development) guide the behavior of the individual to the extent that his needs at the very bottom of the pyramid are satisfied (thirst, hunger, intimate desires, etc.).

There are also potential (non-actualized) needs and actualized ones. The main driver of personal activity is the internal conflict (contradiction) between the internal conditions of existence and external ones.

All types of needs of the individual, located on the upper levels of the hierarchy, have a different level of severity in different people, but without society, no person can exist. A subject can become a full-fledged personality only when he satisfies his need for self-actualization.

Social needs of the individual

This is a special kind of human need. It consists in the need to have everything necessary for the existence and life of an individual, any social group, society as a whole. This is an internal motivating factor of activity.

Public needs are people's need for work, social activity, culture, and spiritual life. Needs created by society are those needs that are the basis of social life. Without motivating factors for meeting needs, production and progress in general are impossible.

Also, social needs include the needs associated with the desire to form a family, joining various social groups, teams, with various areas of production (non-production) activities, the existence of society as a whole. Conditions, factors of the external environment that surround the individual in the course of his life, not only contribute to the emergence of needs, but also form opportunities to meet them. In human life and the hierarchy of needs, social needs play one of the defining roles. The existence of an individual in society and through it is the central area of ​​manifestation of the essence of man, the main condition for the realization of all other needs - biological and spiritual.

They classify social needs according to three criteria: the needs of others, their own needs, and joint needs.

The needs of others (needs for others) are the needs that express the generic basis of the individual. It consists in the need for communication, protection of the weak. Altruism is one of the expressed needs for others, the need to sacrifice one's own interests for others. Altruism is realized only through the victory over egoism. That is, the need “for oneself” must be transformed into the need “for others”.

Own need (need for oneself) is expressed in self-affirmation in society, self-realization, self-identification, in the need to take one’s place in society and the team, the desire for power, etc. Such needs, therefore, are social, which cannot exist without needs “for others ". Only through doing something for others, it is possible to realize their desires. Take any position in society, i.e. to achieve recognition for oneself is much easier to do without hurting the interests and claims of other members of society. The most effective way of realizing one's egoistic desires will be one in which the movement contains a share of compensation to satisfy the claims of other people, those who can claim the same role or the same place, but can be satisfied with less.

Joint needs (needs "together with others") - express the motivating power of many people at the same time or society as a whole. For example, the need for security, freedom, peace, change in the existing political system, etc.

Needs and motives of the individual

The main condition for the life of organisms is the presence of their activity. In animals, activity is manifested in instincts. But human behavior is much more complicated and is determined by the presence of two factors: regulatory and incentive, i.e. motives and needs.

The motives and system of needs of the individual have their own main features. If a need is a need (deficiency), the need for something and the need to eliminate something that is in excess, then the motive is a pusher. Those. the need creates a state of activity, and the motive gives it a direction, pushes the activity in the required direction. Necessity or necessity, first of all, is felt by a person as a state of tension inside, or manifests itself as reflections, dreams. This encourages the individual to search for the object of need, but does not give direction to activities to satisfy it.

The motive, in turn, is the motivating reason for achieving the desired or, conversely, avoiding it, to carry out activities or not. Motives can be accompanied by positive or negative emotions. Satisfaction of needs always leads to the removal of tension, the need disappears, but after a while it may arise again. With motives, the opposite is true. The goal and the motive itself do not coincide. Because the goal is where or what a person aspires to, and the motive is the reason for which he aspires.

Goals can be set for a variety of reasons. But it is also possible that the motive shifts to the goal. This means the transformation of the motive of activity directly into a motive. For example, a student first learns lessons because his parents force him to, but then interest awakens and he begins to study for the sake of studying. Those. it turns out that the motive is an internal psychological stimulus of behavior or actions, which is stable and encourages the individual to carry out activities, giving it meaning. A need is an internal state of feeling of need, which expresses the dependence of a person or animals on certain conditions of existence.

Needs and interests of the individual

The category of needs is inextricably linked with the category of interests. Interests are always based on needs. Interest is an expression of the purposeful attitude of an individual to any kind of his needs.

The interest of a person is not so much directed precisely at the subject of need, as directed at such social factors that make this subject more accessible, mainly these are the various benefits of civilization (material or spiritual), which ensure the satisfaction of such needs. Interests are also determined by the specific position of people in society, the position of social groups and are the most powerful incentives for any activity.

Interests can also be classified depending on the direction or the bearer of these interests. The first group includes social, spiritual and political interests. To the second - the interests of society as a whole, group and individual interests.

The interests of the individual express its orientation, which largely determines its path and the nature of any activity.

In its general manifestation, interest can be called the true cause of social and personal actions, events, which stands directly behind the motives - the motives of individuals participating in these very actions. Interest can be objective and objective social, conscious, realizable.

An objectively effective and optimal way to meet needs is called objective interest. Such an interest is of an objective nature, does not depend on the consciousness of the individual.

An objectively effective and optimal way to meet the needs of public space is called an objective social interest. For example, there are a lot of stalls and shops in the market, and there is definitely an optimal path to the best and cheapest product. This will be a manifestation of objective social interest. There are many ways to make various purchases, but among them there will definitely be one that is objectively optimal for a particular situation.

The ideas of the subject of activity about how to better satisfy their needs is called conscious interest. Such interest may coincide with the objective one or differ slightly, or it may have an absolutely opposite direction. The immediate cause of almost all the actions of subjects is precisely the interest of a conscious nature. Such interest is based on the personal experience of a person. The path that a person goes to meet the needs of the individual is called realizable interest. It can completely coincide with the interest of a conscious nature, or absolutely contradict it.

There is another kind of interests - this is a product. This variety is both a way to satisfy needs and a way to satisfy them. A product may or may not appear to be the best way to meet a need.

Spiritual needs of the individual

The spiritual needs of the individual is a directed striving for self-realization, expressed through creativity or through other activities.

There are 3 aspects of the term spiritual needs of the individual:

• The first aspect is the desire to master the results of spiritual productivity. It includes familiarization with art, culture, science.

• The second aspect lies in the forms of expression of needs in the material order and social relations in today's society.

• The third aspect is the harmonious development of the individual.

Any spiritual needs are represented by the inner impulses of a person to his spiritual manifestation, creativity, creation, creation of spiritual values ​​and their consumption, to spiritual communications (communication). They are caused by the inner world of the individual, the desire to withdraw into oneself, to focus on what is not related to social and physiological needs. These needs encourage people to engage in art, religion, culture, not in order to satisfy their physiological and social needs, but in order to understand the meaning of existence. Their hallmark is insatiability. For the more internal needs are satisfied, the more intense and stable they become.

There are no limits to the progressive growth of spiritual needs. The limitation of such growth and development can only be the amount of wealth of a spiritual nature accumulated earlier by mankind, the strength of the individual's desires to participate in their work and his capabilities. The main features that distinguish spiritual needs from material ones:

• needs of a spiritual nature arise in the mind of the individual;

• needs of a spiritual nature are inherently necessary, and the level of freedom in choosing ways and means to satisfy such needs is much higher than that of material ones;

• the satisfaction of most needs of a spiritual nature is connected mainly with the amount of free time;

• in such needs, the connection between the object of need and the subject is characterized by a certain degree of disinterestedness;

• the process of meeting the needs of a spiritual nature has no boundaries.

Yu. Sharov singled out a detailed classification of spiritual needs: the need for labor activity; the need for communication aesthetic and moral needs; scientific and educational needs; the need for recovery; military duty. One of the most important spiritual needs of a person is knowledge. The future of any society depends on the spiritual foundation that will be developed among today's youth.

Psychological needs of the individual

The psychological needs of an individual are those needs that are not reduced to bodily needs, but do not even reach the level of spiritual ones. Such needs usually include the need for affiliation, communication, etc.

The need for communication in children is not an innate need. It is formed through the activity of surrounding adults. Usually actively begins to manifest itself by two months of life. Adolescents, on the other hand, are convinced that their need for communication brings them the opportunity to actively use adults. Insufficient satisfaction of the need for communication has a detrimental effect on adults. They immerse themselves in negative emotions. The need for acceptance lies in the desire of an individual to be accepted by another person by a group of people or by society as a whole. Such a need often pushes a person to violate generally accepted norms and can lead to antisocial behavior.

Among the psychological needs, the basic needs of the individual are distinguished. These are needs that, if not met, young children will not be able to fully develop. They seem to stop in their development and become more prone to certain diseases than their peers, in whom such needs are satisfied. So, for example, if the baby is regularly fed, but grows up without proper communication with the parents, his development may be delayed.

The basic needs of the personality of adults of a psychological nature are divided into 4 groups: autonomy - the need for independence, independence; need for competence; the need for meaningful interpersonal relationships for the individual; the need to be a member of a social group, to feel loved. This also includes a sense of self-worth, and a need for recognition by others. In cases of non-satisfaction of basic physiological needs, the physical health of the individual suffers, and in cases of non-satisfaction of basic psychological needs, the spirit (psychological health) suffers.

Motivation and needs of the individual

Motivational processes of an individual have in themselves the direction of achieving or, conversely, avoiding the set goals, to realize a certain activity or not. Such processes are accompanied by various emotions, both positive and negative, for example, joy, fear. Also, during such processes, some psychophysiological stress appears. This means that motivational processes are accompanied by a state of excitement or agitation, and there may also be a feeling of decline or a surge of strength.

On the one hand, the regulation of mental processes that affect the direction of activity and the amount of energy needed to perform this very activity is called motivation. And on the other hand, motivation is still a certain set of motives, which gives direction to the activity and the very internal process of motivation. Motivational processes directly explain the choice between different options for action, but which have equally attractive goals. It is motivation that affects perseverance and perseverance, with the help of which an individual achieves his goals, overcomes obstacles.

A logical explanation of the causes of actions or behavior is called motivation. Motivation may be different from real motives or consciously applied in order to disguise them.

Motivation is quite closely related to the needs and needs of the individual, because it appears when desires (needs) or a lack of something arise. Motivation is the initial stage of physical and mental activity of an individual. Those. it is a kind of motivation to produce actions by a certain motive or process of choosing reasons for a particular line of activity.

It should always be borne in mind that completely similar, at first glance, actions or actions of the subject can be completely different reasons, i.e. their motivation may be very different.

Motivation can be external (extrinsic) or internal (intrinsic). The first is not related to the content of a particular activity, but is due to external conditions relative to the subject. The second is directly related to the content of the activity process. A distinction is also made between negative and positive motivation. Motivation based on positive messages is called positive. And motivation, which is based on negative messages, is called, respectively, negative. For example, a positive motivation would be - "if I behave well, then they will buy me ice cream", a negative one - "if I behave well, then they will not punish me."

Motivation can be individual, i.e. aimed at maintaining the constancy of the internal environment of his body. For example, avoidance of pain, thirst, the desire to maintain an optimal temperature, hunger, etc. It can also be group. It includes caring for children, searching for and choosing one's place in the social hierarchy, etc. Cognitive motivational processes include various gaming and research activities.

Basic needs of the individual

The basic (leading) needs of the needs of the individual can differ not only in content, but also in terms of the level of conditioning by society. Regardless of gender or age, as well as social class, every person has basic needs. A. Maslow described them in more detail in his work. He proposed a theory based on the principle of hierarchical structure ("Hierarchy of Personal Needs" according to Maslow). Those. Some needs of the individual are primary in relation to others. For example, if a person is thirsty or hungry, he will not really care whether his neighbor respects him or not. Maslow called the absence of an object of need scarce or scarce needs. Those. in the absence of food (an object of need), a person will strive by any means to make up for such a deficit in any way possible for him.

Basic needs are divided into 6 groups:

1. These include primarily physical need, which includes the need for food, drink, air, sleep. This also includes the need of the individual in close communication with subjects of the opposite sex (intimate relationships).

2. The need for praise, trust, love, etc. is called emotional needs.

3. The need for friendship, respect in a team or other social group is called a social need.

4. The need to get answers to the questions posed, to satisfy curiosity are called intellectual needs.

5. Belief in divine authority or simply the need to believe is called a spiritual need. Such needs help people find peace, experience trouble, etc.

6. The need for self-expression through creativity is called creative need (needs).

All of the listed needs of the individual are part of each person. Satisfaction of all basic needs, desires, needs of a person contributes to his health and positive attitude in all his actions. All basic needs necessarily have a cyclical process, direction and tension. All needs in the processes of their satisfaction are fixed. Initially, the satisfied basic need temporarily subsides (extinguishes) in order to emerge with even greater intensity over time.

Needs that are expressed more weakly, but repeatedly satisfied, gradually become more stable. There is a certain pattern in fixing needs - the more diverse the means used to fix needs, the more firmly they are fixed. In this case, the needs become the basis of behavioral actions.

Need determines the entire adaptive mechanism of the psyche. The objects of reality are reflected as probable obstacles or conditions for meeting needs. Therefore, any basic need is equipped with peculiar effectors and detectors. The emergence of basic needs and their actualization directs the psyche to determine the corresponding goals.

To determine your own needs, you first have to figure out what they are in general. Psychologists at different times tried to classify human needs, one of the most successful attempts is considered to be the "Pyramid" theory, formed in 50-60s of the 20th century by the American psychologist A. Maslow.

Pyramid of Needs

At the bottom rung, the so-called pyramid, are the vital needs. These needs are born together with a person. From the first minute of life there is a need to breathe, eat, drink, sleep. It is thanks to these needs that the normal functioning of the child's body is ensured, and he essentially has no choice whether to satisfy them or not, since this is inherent in unconditioned reflexes.

After their satisfaction, a person has new needs, consisting in the desire for security. Thus, having received food and having slept, a person tries to find a place in which he will be comfortable. Conversely, a hungry, thirsty person neglects the instinct of self-preservation in order to satisfy more necessary needs.

The next step in the pyramid is the need for belonging: the feeling of being a part of any system, society. After that, a person strives not only to belong, but also to stand out among his own environment, to achieve respect and success in any field. This need begins to manifest itself at the age of 11-15, when a teenager, on the one hand, tries to join a group, and on the other, to stand out in it as much as possible.

The top of the pyramid is crowned by the need for self-realization and self-actualization. That is, a person wants not just to work and benefit himself and society, but also to do what he has the ability to do. The example of the Roman emperor Diocletian is very indicative here. At the dawn of his reign, he left the throne and took up agriculture, and to all questions about the reasons for such an act, smiling, he answered: “If you saw what kind of cabbage I grew, you would not ask me.”

Need or desire

Needs and desires differ from each other in that the latter are often socially conditioned. For example, someone really wants to live in a big house. What is it? Only the person himself can answer this question. If only in this way he can feel that he has achieved success - this is the need for respect. But to strive for status housing, just because everyone wants it, is just a desire.

The need to be able to distinguish between these two concepts is explained by the assumption of psychologists that the satisfaction of all needs at the same time can give a person a feeling of happiness, while having fulfilled another desire, you may feel disappointed, because it was not at all what you need.

So, the way to define your own needs:

1. look at each of the steps of Maslow's pyramid and figure out what they mean to you personally;
2. think about how you could meet your own needs;
3. sit in a quiet place and imagine that you have already succeeded, only as realistically as possible. How do you feel? Are there pleasant sensations that you are ready to call happiness? In this case, these are your needs, you can start planning for their implementation.

The basic idea behind marketing is the idea of ​​the needs of the individual.

Need- a lack of something necessary felt by a person.

Human needs are varied and complex. Here are the basic physiological needs for food, clothing, warmth and security, and the social needs for spiritual closeness, influence and affection, and personal needs for knowledge and self-expression.

If the need is not satisfied, the person feels destitute and unhappy. The more this or that need means to him, the deeper he worries. A dissatisfied person will do one of two things: either he will look for an object that can satisfy the need, or he will try to drown it out.

The second initial idea of ​​marketing is the idea of ​​human needs.

Need- a need that has taken a specific form, in accordance with the cultural level and individuality of a person.

A hungry citizen of the United States needs a hamburger, potato chips and a glass of Coca-Cola. A hungry resident of Russia needs a bowl of soup, potatoes with meatballs and a cup of tea. Needs are expressed in objects that can satisfy the need in a way that is inherent in the cultural structure of a given society.

The needs of people grow with the progressive development of society. People are faced with an increasing number of objects that awaken their curiosity, interest, desire. For their part, manufacturers take targeted actions to stimulate the desire to own goods. They are trying to form a connection between what they produce and the needs of the people. A product is promoted as a means of satisfying one or more specific needs. A marketer does not create a need, it already exists. But a marketer can create a need.

The needs of people are practically unlimited, but the resources to satisfy them are limited. So a person will choose those goods that will give him the greatest satisfaction within his financial capabilities.

The need has two sides: objective (material good) and subjective (consciousness).

Consciousness is an important element of need, since it is in the mind of a person that it takes a specific form in accordance with the cultural level and personal qualities of the individual.

Needs are objective, since material and spiritual goods and services are created in the production process. At the same time, needs are subjective, since they are realized by a person and depend on the cultural and spiritual development of society.

Needs are in constant motion, development and distribution around the world.

The need has its own life cycle: origin, distribution, death. Each point of the life cycle has its own projection on certain types of business activities: R&D (research and development work), production, market, consumer. This forces the entrepreneur and enterprise to develop and market the products and services necessary to satisfy the consumer.

Through the disclosure of needs, through the most vivid presentation of the socially significant results of using the product, the manufacturer activates the sale of his products.

The needs of people can be divided into several types (Figure 1.3).

Figure 1.3. Basic types of needs

Individual or private need- the need for a particular good. For example, Ivanov Ivan Ivanovich prefers “Borodinsky” of all types of bread.

However, the needs are considered not only individually, but also in the aggregate.

The general need is the need for a combination of material and spiritual goods and services that provide a certain process of life. A person needs food, clothing, housing, education.

It is necessary to highlight two aspects of the category “need”. The first is the content and form of manifestation of needs. Their highest level is the actual social needs (or the absolute consumer power of society), which characterize the potential needs of consumers, due to the development of production and culture and not limited by the achieved economic and social conditions. The lower level is the necessary needs, which can be satisfied at any given moment by the possibilities of production and social conditions. The lower limit of necessary needs is the physical minimum of means of subsistence.

Real needs are the complete needs of a person, in which satisfied needs are mixed with unsatisfied ones. They are the object of analysis in marketing to identify the volume of the market for specific products. For example, in the Russian market, the consumer of a TV set is a family. Therefore, to determine the volume of the TV market in a given region, the total number of families living in it, as well as families wishing to replace the TV or buy a second or third one, is determined. The number of families who do not want to buy TVs at all for various reasons is deducted from them. The remaining number of families determines the actual needs of a given market for televisions.

Actual needs form the internal market of the country.

There are human needs. These include absolute needs - the need for goods or services produced by the world community.

In absolute needs, their international character is clearly visible, that is, every person in the world reacts relatively freely to new material, spiritual, social and moral values ​​that appear in any country: he either realizes the need for them, or refuses them. Satellite television, modern radio, computer networks and technology have created international needs. In relation to a separate, especially underdeveloped country, absolute needs contain elements of unsatisfied needs. If, however, absolute needs, albeit with time, come to them,
then this is a “gift” of world progress and international communication. Entrepreneurs must accurately capture the moment when the consumer of his country perceives absolute needs and in time form the demand for new goods and services that come from outside.

Unsatisfied needs - needs that the consumer cannot realize either because of his inability to pay, or because of the lack of means to meet the needs.

Unsatisfied needs are an important strategic reserve of a market economy. Manufacturers seek to identify unsatisfied consumer needs and create a product that satisfies these needs as fully as possible.

Man is a socio-biological being, and accordingly, the needs have a different character, or rather levels. Needs determine motives and personalities. This is the fundamental principle of human life as an individual, personality and individuality. From the article you will learn what are the needs and what is their difference, how they develop, what they depend on and what depends on them.

Needs - a mental state, expressed in discomfort, tension, dissatisfaction with some desire.

Needs can be both conscious and unconscious.

• The perceived needs of a person or group become interests.
• Unconscious - make themselves felt in the form of emotions.

The situation of discomfort is solved by satisfying the desire or if it is impossible to satisfy by suppressing or replacing a similar but accessible need. It encourages activity, search activity, the purpose of which is to eliminate discomfort and tension.

Needs are characterized by several features:

• dynamism;
• variability;
• development of new needs as early ones are satisfied;
• the dependence of the development of needs on the involvement of the individual in various spheres and activities;
• the return of a person to the previous stages of development, if lower needs again become unsatisfied.

Needs represent the structure of the personality, they can be characterized as “a source of activity of living beings, indicating the lack of resources (both biological and sociocultural) necessary for the existence and development of the personality” (A. N. Leontiev).

Need development

Any need develops in two stages:

1. Arises as an internal, hidden condition for activity, acts as an ideal. A person compares knowledge about the ideal and the real world, that is, he is looking for ways to achieve it.
2. The need is concretized and objectified, is the driving force of activity. For example, first a person may realize the need for love, and then look for the object of love.

Needs give rise to motives against which the goal emerges. The choice of means to achieve the goal (need) depends on the value orientations of a person. Needs and motives form the direction of the personality.

Basic needs are formed by the age of 18-20 and do not undergo significant changes in the future. The exception is crisis situations.

Sometimes the system of needs and motives develops disharmoniously, which leads to mental disorders and personality dysfunction.

Types of needs

In general, we can distinguish bodily (biological), personal (social) and spiritual (existential) needs:

• The bodily include instincts, reflexes, that is, everything physiological. The maintenance of human life as a species depends on their satisfaction.
• Everything spiritual and social belongs to the personal. That which allows a person to be a person, an individual and a subject of society.
• Existential refers to everything that is connected with the maintenance of the life of all mankind and with the cosmos. This includes the need for self-improvement, development, creation of a new, knowledge, creativity.

Thus, part of the needs is innate and they are identical in people of all nations and races. The other part is acquired needs, which depend on the culture and history of a particular society, group of people. Even the age of a person contributes.

A. Maslow's theory

The most popular classification of needs (aka hierarchy) is Maslow's pyramid. The American psychologist ranked needs from lowest to highest, or from biological to spiritual.

1. Physiological needs (food, water, sleep, that is, everything related to the body and the body).
2. The need for emotional and physical security (stability, order).
3. The need for love and belonging (family, friendship), or social needs.
4. The need for self-esteem (respect, recognition), or the need for evaluation.
5. The need for self-actualization (self-development, self-education, others "self").

The first two needs are the lowest, the rest are the highest. The lower needs are characteristic of a person as an individual (biological being), the higher ones are characteristic of a person and individuality (a social being). The development of higher needs is impossible without the satisfaction of primary ones. However, after their satisfaction, spiritual needs do not always develop.

Higher needs and the desire for their realization determine the freedom of a person's individuality. The formation of spiritual needs is closely connected with the culture and value orientations of society, historical experience, which gradually becomes the experience of the individual. In this regard, we can distinguish between material and cultural needs.

There are several differences between lower and higher needs:

• Higher needs are genetically developed later (the first echoes occur in late adolescence).
• The higher the need, the easier it is to move it away for a while.
• Living at a high level of needs means good sleep and appetite, the absence of disease, that is, a good quality of biological life.
• Higher needs are perceived by a person as less urgent.
• Satisfaction of higher needs brings great joy and happiness, ensures the development of the individual, enriches the inner world, fulfills desires.

According to Maslow, the higher a person climbs this pyramid, the healthier he is mentally and more developed as a personality and individuality. The higher the need, the more the person is ready for action.

Theory of K. Alderfer

• existence (physiological and the need for security according to Maslow);
• connectedness (social needs and external assessment according to Maslow);
• development (internal assessment and self-actualization according to Maslow).

The theory is distinguished by two more provisions:

• several needs can be involved at the same time;
• the lower the satisfaction of the higher need, the stronger the desire to satisfy the lower (we are talking about replacing the inaccessible with the available, for example, love with sweet).

Theory of E. Fromm

In Fromm's concept, needs are classified on the basis of the unity of man and nature. The author identifies the following needs:

1. The need for communication and interindividual bonds (love, friendship).
2. The need for creativity. Regardless of the type of specific activity, a person creates the world around him and society itself.
3. The need for a sense of deep roots that guarantee the strength and security of being, that is, an appeal to the history of society, the family.
4. The need to strive for assimilation, the search for an ideal, that is, the identification of a person with someone or something.
5. The need for knowledge and development of the world.

It is worth noting that Fromm adhered to the concept of the influence of the unconscious on a person and attributed needs just to this. But in Fromm's concept, the unconscious is the hidden potential of the individual, the spiritual forces assigned to each person from the very beginning. And also an element of commonality, unity of all people is brought into the subconscious. But the subconscious, as well as the described needs, breaks down on the logic and rationality of the world, clichés and taboos, stereotypes. And most of the needs remain unfulfilled.

The theory of acquired needs D. McClelland

• the need to achieve or accomplish;
• the need for human connection or affiliation;
• the need for power.

• if children are encouraged to control others, then a need for power is formed;
• with independence - the need for achievement;
• when establishing friendship, the need for attachment.

The need to achieve

A person strives to excel other people, to stand out, to achieve established standards, to be successful, to solve complex problems. Such people themselves choose situations where they will be responsible for everyone, but at the same time they avoid too simple or too complex.

The need to join

A person strives to have friendly, close interpersonal relationships based on a close psychological connection, avoids conflicts. Such people are focused on situations of cooperation.

Need for power

A person seeks to create conditions and requirements for the activities of other people, manage them, control them, enjoy authority, decide for other people. A person receives satisfaction, being in a position of influence and control. Such people choose situations of competition, competition. They care about status, not performance.

Afterword

Satisfaction of needs is important for the adequate development of the individual. If biological needs are ignored, a person can get sick and die, and if higher needs are not satisfied, neuroses develop, and other psychological problems arise.

It is worth noting that there are exceptions to the rule “first meet some needs - then develop others”. We are talking about creators and warriors who can set themselves higher goals, despite unmet physical needs, such as hunger and lack of sleep. But for the average person, the following data is characteristic:

• physiological needs are satisfied by 85%;
• in safety and protection - by 70%;
• in love and belonging - by 50%;
• in self-esteem - by 40%;
• in self-actualization - by 10%.

Needs are closely related to the social situation of human development and the level of socialization. Interestingly, this relationship is interdependent.