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The Need For Marketing Essay

800 words - 4 pages

Marketing seems to have the future. Nowadays a product won’t be even noticed without the proper research in identifying and meeting the needs of the customer. The success of the IPhone was for a great part caused by knowing what the consumer at that time wanted; an IPod, a phone and an internet communicator . Although nowadays a vast amount of people can’t imagine a life without their smartphone, the question arises if the need for the IPhone was really there or that Apple reinvented our needs like they reinvented the phone. In other words: are needs of consumers artificially created?
The term needs is usually described as some basic requirements, but that definition is, especially in ...view middle of the document...

Participants were given one of these labels either before or after they tasted the meat and afterwards they were asked to rate the ground beef, based on greasiness, taste and the quality. The results showed that the order in which the participant tasted the ground beef, before or after the labelling, didn’t matter, but the labelling and thus the framing did. A positive framing would increase the ratings and a negative framing would decrease the ratings (Levin & Gaeth, 1988). This relatively simple experiment showed that the perception can be indeed altered by framing. In other words, a product designer can influence how his product is perceived and thus rated.

Preferences of consumers aren’t always met by the producers. This is because, as was mentioned earlier, that preferences are hard to define and producers will try to define it for the consumers by the use of framing and thus artificially create and alter preferences. A problem with this theory is that it assumes an asymmetrical market. A market were information is transparent is a market will satisfy the preferences of the consumer, since the consumer knows in this case how the market works and where to find his combination that will maximize his utility. However in a time where internet, a big resource for information, will be more and more incorporated in the lives of the consumers, the market will...

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