Soaring Heights, Inc. is a company that offers an extreme holiday package. Vacationers can experience water rafting and other risky sports and adventure activities, which are classified as _________ needs in some consumers.
A. Risk-taking
B. Experiential
C. Non-functional
D. Adventurous
E. Symbolic
Answer: B - Soaring Heights, Inc. is a company that offers an extreme holiday package. Vacationers can experience water rafting and other risky sports and adventure activities, which are classified as experiential needs in some consumers. Marketing communications may position risky sports or adventurous activities as fulfilling experiential needs. Experiential needs reflect a desire for sensory pleasure, variety, or high-risk, physically challenging engagement. Soaring Heights, in this example, offers to fulfill its consumers' needs for these desires through organized and well-developed engagements.