“Needs” Of Consumers Are Artificially Created

826 words - 4 pages

Marketing management is a significant tool of companies striving to succeed by satisfying the most desirable needs of a consumer. It is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value (Kotler & Keller, 2012). Though people tend to primarily think about themselves and how to achieve the highest possible outcome according to the basic microeconomic theory, marketing suggests that consumer needs should be taken into consideration in order for the company to prosper. Firms use different kinds of measures to attract the customers and sell their products at reasonable prices. However, the producers often put too much effort into advertising and presenting their goods thus selling them to people who do not actually require that particular kind of commodity this way artificially creating a need for the customer.
One of the most evocative tools of convincing consumers to buy products is the so-called multi-level marketing. It is a marketing strategy in which the sales force is compensated not only for sales they personally generate, but also for the sales of the other salespeople that they recruit (Xardel, 1993). Reputable companies, such as Amway/ Quixtar, Nu Skin and Avon, say the only way to make money is to sell the products, establish repeat business and provide customers with good service (Pang, 2004). The main purpose of this technique is to train employees, equipping them with the required skills and abilities of forcibly persuading their customers to purchase the goods they present right at their doors. This business might seem encouraging as it offers huge revenues and an easy accessibility of entering it. Unfortunately, a person working in this sphere has to show reliable social skills, interacting with people in a polite and non-acrid way. For instance, only 0.14% of Herbalife’s sellers earn more than $20000 a year gross, and 93% earn no commissions at all (The Economist, 2013). On the other hand, people possessing required abilities can easily create a need for a consumer thus opening up new possibilities and making their lives more or less comfortable in a particular way.
Consumers have immense needs for various goods and services. Mostly they prefer buying at specific stores, looking for acknowledged brands stipulating the quality of a desired good. Although this is the most popular way of acquiring things the consumers need, not everything can be found in a regular shop. According to the above mentioned multi-level...

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