With a focus on quality and on truly understanding the wants and needs of the American consumer, Toyota and Honda began designing cars that, over time, became the best sellers in their categories.

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Major League Baseball must strategically look at the ratings and devise a plan that reflects the wants and needs of the sports consumer in the 21st century.

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Instead of merely selling your product or service, engage the consumer in a conversation about his or her needs and wants and how your product or service can meet or fulfill that.

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