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A common way for marketers to think about consumer behavior today is as a set of activities a person goes through in order to solve problems. This problem-solving process is staggeredtriggeredsniggeredtransferred triggered when a consumer identifies some unmet need. For instance, a family presumesdonatesresumesconsumes consumes all of the milk in the house, or a birthday party is coming up and a gift is needed, or a soccer team is planning an end-of-season picnic. Each buying aspirationratioimaginationscenario scenario presents a problem the buyer must solve. These problems can involve two types of needs: physical (such as a need for milk, a birthday gift, or picnic food) or biologicaltechnologicalpharmaceuticalpsychological psychological (for example, the need to feel secure, the need to be loved, or the need to have fun).