The primary concept underlying marketing is that of individual needs, which we define as follows: A human need is a state of felt deprivation in a person. Human needs are plentiful and complex. They include basic physiological needs for food, clothing, warmth, and safety; social needs for belonging, influence, and affection; and individual needs for knowledge and self-expression. These needs are not created by an external force, but are part of human life.

When a need is not satisfied, the person is unhappy. An unhappy person will do one of two things – look for an object that will satisfy the need, or try to eliminate the desire. People in industrial societies try to reduce their desires to what is available.

Maslow is renowned for what is called the hierarchy of needs. Maslow was a ground-breaking psychologist, in that he was the first to ponder the humanistic approach to understanding and explain human behavior. Maslow held the conviction that humans were inherently good, that humans tend toward love and growth.

Maslow posited that people want and are forever striving to meet various goals. Maslow later refined his model to include a level between esteem needs and self-actualization: the need for knowledge and aesthetics. Maslow later speculated that this level does not stop, it goes on to self-transcendence, which carries us to the spiritual level. Maslow’s self-transcendence plain recognizes the human need for ethics, creativity, compassion and spirituality.

Maslow’s hierarchy of needs can be practical for any company. Needs are a big component for small-business growth and competitiveness. People looking to start a business for additional income are not looking for a product. They are looking to solve a need. Generally a need for more monthly income.

Melaleuca is, in their own words, „The Wellness Company“. They concentrate on creating products that help people get healthy and stay that way. The products they present include vitamins and supplements, household cleaning products, personal hygiene products and first aid essentials. Again, no one is looking for the latest vitamin, cleaning product or hygiene product. they are looking for a healthier life, an easier way to clean their house and body.

A Melaleuca business owner could potentially have a very large customer base if the products are presented with the needs a client may need to have filled. The products are diverse and can appeal to a variety of needs. Whether you have people who are interested in improving their health though nutritional supplements or parents who want to make sure that the products in their home are safe, Melaleuca can meet those needs.

The size of a Melaleuca business and the speed with which it will grow are dependent on the effectiveness of the marketing communicating solutions to perceived needs. When client needs are satisfied, then can the needs for self-actualization be activated and a possible distributor may be the outcome.