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he successful marketer must both identify these needs and wants, and

1"Digital Audio Tape," Consumer Reports, May 1988, 292. 3develop programs through which they may be satisfied. Athough the specific programs through which a marketer may satisfy human needs and wants will vary according to the specific product and according to the specific market, all such satisfaction will occur through exchange processesconsumers, at whatever level, will exchange something of value for the product which will satisfy a need or a want. A second aspect of marketing which must be understood is the social marketing concept. The social marketing concept differs from the simple concept of marketing in two ways. First, the social concept calls upon the marketer to concentrate on buyers' needs and interests, as well as on their wants. The second consideration added in the social concept of marketing in the emphasis placed on consumer and societal wellbeing over the longterm. Within the above parameters, the initial market for the DAT recorder is defined as those individuals who demand access to the highest quality levels of audio impulse reproduction, and who are willing to pay a premium price for such capability. As the DAT recorder matures as a product, the market will expand to include most individuals who seek sound reproduction equipment. Within the context of the Boston Consulting Group market share/market growth matrix,2 the DAT recorder market may be expected to initially be in the "question mark"

2L. E. Boone, and D. L. Kurtz, Contemporary Marketing, 6th ed. (Chicago: The Dryden Press, 1989), 101.

classification, with high industry growth and low market share. Relatively soon after introduction, however, the DAT recorder should enter the "star" classification, exhibiting both high growth and high market share.

In its introductory stage, at least, the DAT recorder will be targeted to "hifi buffs willing to ...