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The Art Of Costumers Essay

10495 words - 42 pages

As for your question, it depends on how you are looking at it. The short answer is no, marketing does not create consumer needs, it simply responds to needs of consumers. Companies following the marketing concept will identify a need (opportunity) in the market and they will seek to satisfy the need in a way that is profitable. The consumer and his or her needs will remain the focus of all their efforts and companies will respond to these needs as they are perceived and noticed. However, marketing may lead consumers to realize a need that might have previously gone unnoticed. Perhaps a need or want was not realized until that product or service came along. For example, nearly everyone feels they need a cell phone now, but this need is a recent trend. Ten years ago many of the same consumers that would now likely feel that they need a cell phone might have claimed that they had no real use for one. Sometimes making people aware of what they are missing can influence a future demand for a product.Does Marketing Create need or Satisfy Need or manipulate need?"The real journey of discovery consists not in seeing new landscapes, but in having new eyes." - Marcel ProustThe traditional concept of marketing was only about sales or meeting the "current needs" of a consumerExample:Mac Books or laptops are such a common commodity among students and even school kids irrespective of the fact that it is not really needed. Can't they manage with a desktop at home?But now day's companies do more! They educate people and give them reason to buy their products and this is what people might call it "creation of needs" people purchase something when they need it, if they think they do not need the product they may not purchase it. How many people today in Pakistan need I-pod? How many people really need Mobile + Internet + Camera + TV all in one set? Can we call it marketers created their needs?Looking at advertisements today the word 'free' is the most common denominator found in the ads, free is used in combinations such as free home trial, free inspection, and buy one get one free, free installation, free parking, free demonstration and free consultation. The word free is usually a powerful catalyst that springs the consumer into buying that particular product or idea even though he or she might not need it. I think it also attract people into buying things they don't need. Also terms such as 'no payments till 2010' or 'money back guarantee' 'no down payment' 'offer good while supplies last' encourage customers to try the product . Therefore it creates needs, we will need something that didn't even exist a year ago but now we can't live without.So what really helps creating and satisfying needs?The best answer to that would be NEW AGE MARKETING!Social Networking:In the same case many products and services are spoken about through Social Networking sites and the need seed is planted immediately.Celebrities that connect better with the youth are in hot demand:...

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