...Does marketing create or satisfy needs? Take a position, marketing shapes or merely reflects needs and wants of consumer? When we talk about marketing, there are lot things that we should know first. Marketing is activities of creating value that desired by the potential buyers and receiving value from the potential buyers for the value that they have received. When marketers want to create something that has value to the potential buyers, marketers must know first, what do the potential buyers need or want. As a marketer, it does not make any sense if we sell something that does not have value, or if the marketers want people to purchase something that they do not need of even want. Marketers can not force anyone to do something. They can only ask them to buy their product or service. Some people might not care about what they are asking for. So, in the business of selling product or service, we know word “marketing”. Marketing is an art of identifying and meeting the people’s needs and wants. It is all about communication between two parties that profitable for the both sides by exchanging value. Marketing is not that easy to do. As we know, we can not mess with the “free will” of the people around us or people that we see as the potential buyers. It is up to them if they are willing to buy the marketers’ products or service. In this case, the marketers have to do their marketing activities. Their job is to tell people that their product or service is suit with the people’s...
Words: 2146 - Pages: 9
...When we talk about marketing, there are lot things that we should know first. Marketing is activities of creating value that desired by the potential buyers and receiving value from the potential buyers for the value that they have received. When marketers want to create something that has value to the potential buyers, marketers must know first, what do the potential buyers need or want. As a marketer, it does not make any sense if we sell something that does not have value, or if the marketers want people to purchase something that they do not need of even want. Marketers can not force anyone to do something. They can only ask them to buy their product or service. Some people might not care about what they are asking for. So, in the business of selling product or service, we know word “marketing”. Marketing is an art of identifying and meeting the people’s needs and wants. It is all about communication between two parties that profitable for the both sides by exchanging value. Marketing is not that easy to do. As we know, we can not mess with the “free will” of the people around us or people that we see as the potential buyers. It is up to them if they are willing to buy the marketers’ products or service. In this case, the marketers have to do their marketing activities. Their job is to tell people that their product or service is suit with the people’s need or want. Therefore, the marketers have to know what do people need or want. How can the marketers find out about what...
Words: 336 - Pages: 2
...Marketing Shapes Consumer Needs and Wants Name Here University Here How Marketing Shapes Consumer Needs and Wants Marketing shapes consumer needs and wants by influencing consumers to change their needs to wants. Our text book defines needs as “basic human requirements” (Kotler & Keller, 2009, p.12) and wants as needs which are “directed to specific objects that might satisfy the need” (Kotler & Keller, 2009, p.12). Marketers understand that consumers have five types of needs: stated, real, unstated, delight and secret (Kotler & Keller, 2009). By targeting these needs and informing consumers marketers are shaping consumer needs by “helping consumers learn what they want” (Kotler & Keller, 2009, p.13). It is much easier for companies to use marketing to shape consumer needs and wants versus using marketing to reflect the needs and wants of consumers. For example if consumer needs and wants change quickly and often, manufacturers can’t simply change their production lines overnight (Helen 2009). Fast Food Marketing The best examples of effective marketing today can be seen in the fast food industry. Fast food companies are targeting the real human need to eat and influencing consumers to want their products. The fast food industry spent more than 4.2 billion dollars in 2009 to advertise their products to all audiences (Harris 2009). This advertising is so effective that it has convinced 15% of preschoolers that it is ok to eat fast food every...
Words: 481 - Pages: 2
...difference between needs, wants and demands and the various factors that influence human consumption. Monandniso Tursunova ID: 20111449 MKT 3140: Intermediate to Marketing Dr. Kim Chung 20.02. 2012 Outline 1. Introduction a) The concept of needs wants and demands. b) The factors influencing the consumption behavior 2. Body a) Maslow’s Hierarchy of needs b) The difference between the demands and wants 3. Conclusion a) Marketing reflects the needs and wants of customer b) Marketing shapes the needs and wants of customer c) My point of view about the marketing position A Penny Saved Is A Penny Earned. Different people have different preferences, opinions and tastes. Everyone is unique by its nature and characteristics. And to understand all these diversity marketing industry should put a lot of efforts. In order to satisfy their demands needs and wants they should face them directly. They have to make appropriate and even unusual approach to catch the attention of audience. First of all let’s look to the concept of needs, wants and demands. What are they?? And why marketers do worry about them a lot?? As we already mentioned needs, wants and demands are basic factors of marketing principles. Even though they are three simple words, they hold complex meaning behind them along with a huge differentiation factor. Generally a product can be defined on the basis of whether it satisfies a customer need, wants or demands....
Words: 4711 - Pages: 19
...~WELCOME~ Sunderland Business School University of Sunderland MBA MARKETING MANAGEMENT Module Code: PGBM 15 ~Module Introduction ~ ~Concepts of Marketing Management~ Presented by: Frankie Lim Frankie Lim L1 Module Introduction & Concepts of Marketing Management L1-1 Lecture Outline (PGBM 15) • Welcome & Getting to know each other • • Learning Outcomes Teaching & Learning Methods • • • • Assessment Methods Content Synopsis Concepts of Marketing Management Questions & Clarifications L1 Module Introduction & Concepts of Marketing Management L1-2 Frankie Lim LEARNING OUTCOMES • Upon successful completion of this module, students will have demonstrated • Knowledge • K1. That they can interpret and evaluate the merits of particular marketing concepts when applied to selected business situations. • K2. That they can evaluate the potential impact of factors in the external environment on the marketing activities of organisations • K3. That they can understand the major decisions that organisations confront in satisfying market-place needs. • K4. That they can analyse the significance of marketing planning in organisations. • Skills • S1. How to conduct research using relevant marketing journals and business documentation Frankie Lim L1 Module Introduction & Concepts of Marketing Management L1-3 TEACHING AND LEARNING METHODS • Directed reading will provide students with an insight into the relevant theories and concepts underpinning...
Words: 1308 - Pages: 6
...Advertisement in connection to laws of mental processes. The effect of advertising on the individual and society has been influenced and promoted by many different psychological aspects. There are many ways to sell products, but psychological knowledge of mental laws is crucial in succeeding with advertising. Accordingly, behavioral insights based on psychology are used to attract attention. In addition, mental persuasion is necessary to succeed in advertising in today’s society. The advertisement industry uses psychological knowledge of mental laws and aspects, such as attention, sub-consciousness, and automatic reactions of the mind. To begin, advertising companies by knowing the process of human attention, achieve great result in persuading people to purchase their products. Attention, by definition, is often referred as the focus of consciousness. Attention makes the process attended to more clear and distinct in consciousness. Therefore, when people are focused properly, the advertised objects appear to be more clear, distinct, and sharp-cut. In the same way, things of which we are merely conscious tend to be less indistinct, whereas objects we are attending to, are well-defined. For example, the information we receive through commercial, is based on enhanced look of the product, and that product is given to us in unique and distinctive way, so it catches our attention. Commercial industry is very well aware of the mechanic, which rules the process of human attention, and...
Words: 1851 - Pages: 8
...look of the Coca-Cola bottles in the context of its appealing nature, and why it has become an undisputed artifact around the world in this 21st century. The History of Coca-Cola Bottles The company’s bottles can be traced to the year 1915.This is when contour bottles came into existence. Originally the bottles were straight sided and were often confused with the competitors’ brands. There was need to differentiate it from others. The bottlers after much thought on how to set their bottles apart approached glass manufacturers to design a unique bottle shape. Design of the bottles The root glass corporation from Indiana, USA came up with the design of the first bottle. Cokes’ ingredients; the cola leaf and kola nuts inspired the designers and they came up with a design similar to the cocoa pod. The first model was configured having its middle diameter larger than the base. This made the prototype bottle tumble on the conveyor belts because of loss of balance. Its designer made modifications by reducing the diameter and as a result the contour shaped bottle that we have today. The contour shape of the bottle has maintained its iconic status. The logo of the Coca-Cola is one of the most noticeable brand across the globe. Contextual analysis According to the original reports, the...
Words: 1070 - Pages: 5
...Author Note: This Short Paper was written for Services Marketing taught by Dr. Terrence Kroeten The Role and Importance of Sensory Cues in the Firm’s Environment Introduction In today’s world, the marketplace is congested with tons of businesses and products that are competing for the consumers’ attention. The question is, “How would these businesses and products be noticed and be retained in every consumers’ memory?” Business owners are aware that promoting a product or service is not how it used to be; over the past years, marketing has changed tremendously causing a shift on consumers’ buying behavior (Pentz & Gerber, 2013), which in this case; consumers’ insight or evaluation of a firm’s overall functionality plays a key role when deciding to purchase or use its product. On the contrary, unlike goods-producing companies, service companies need to create value for its target market by showing a physical evidence because of the unique characteristic of the product – intangibility. As service businesses continue to develop, modify, organize, and manage its environment; it is essential that the physical and psychological influence of the firm’s ambience on consumers, personnel, and the company’s operational systems must also be considered (Hoffman & Bateson, 2011). The reason being, people have their own acuity on things surrounding them and for the businesses to meet its customers, marketing, and operating needs; the firm’s tangible layout must make adjustments (Hoffman...
Words: 1591 - Pages: 7
...Class Discussion Week 1 How Can customers needs and wants impact marketing? Marketing merely reflects and shapes the needs and wants of customers. Relationship marketing communicates the idea that a major goal of marketing is to build long-term relationships with the customers contributing to the firm’s success (Babin & Zikmund, 2010). We as people and customers all have needs and wants, this is just part of who we are as human beings. Companies will strive to satisfy these functions and keep doing so by advertising to let the people know they are around and can provide the products they need. Customer’s needs vary depending on the region they live in. Someone living in the U.S. my need food but want fries, hamburger and a soft drink and a person that lives in Mauritius that needs food may want a mango, rice, lentils and beans (Lynch, 2011). With there being different groups and classes of people who have various wants and needs, marketers must continually be creating and developing attractive products and devising brilliant marketing strategies to win the consumer over. We as people like consistency and if a marketer provides consistent service in addition to great products and price then the customers will keep coming back for years to come. This is all part of what a customer’s expectations on a product are. Zikmund, W.G., & Babin, B.J. (2010). Exploring Marketing Research. 10th Ed. Chapter 1: The Role of Marketing Research. Keeping Customers and Building Relationships...
Words: 282 - Pages: 2
...sifts through each customer’s past purchase to make personalized content * Customer feel compelled to stay for a while- leaning, looking, discovering What is marketing * marketing is managing profitable customer relationship * “ the aim of marketing is to make selling unnecessary” * marketing is the process by which companies create value for customer and build strong customer relationships in order to capture value from customers in return understand the needs and want | design a customer driven marketing strategy | marketing program that deliver superior value | build profitable relationship and create customer delight | capture value from customers in return | Understanding market place and customer needs 5 core concepts 1. needs, want, and demands- an American needs food but wants a big Mac ( shaped by one’s society), when backed by buying power wants become demands a. Alan Mulally, CEO of Ford, known for selling at dealership to understand needs 2. market offerings - some combination of products, services, information, or experiences offered to a market to satisfy a need or want b. Marketing myopia: paying more attention to the specific products they offer than teh benefits produced by these product or services. ( ex, railroad industry) c. customer need a...
Words: 2594 - Pages: 11
...someone or some process and a consequence of someone’s efforts of a particular set of circumstances. In marketing, it defines as a product of anything that can be offered to a market that might satisfy a want or need. It is not just a physical object but a complete bundle of benefits or satisfaction that buyers perceive when they will obtain if they purchase the product. It is the sum of all physical, psychological, symbolic and service attributes (Kum, Bergkvist, Lee & Leong, 2012). On the other hand, a brand is trade name given to particular product or service. It is the recognizable kind, a trademark. In marketing, a brand is the symbolic embodiment of all the information connected with a product or service. It includes a name, a logo, and other visual elements such as images or symbols. It also encompasses the set of expectations associated with a product or service which typically arise in the minds of the people. Such people include the employees of the brand owner, people involved with the distribution, sale or supply of the product or service and the ultimate consumers (Sellani, 2007). There are many differences between a product and a brand. A product is tangible, you can see and touch it. It has physical attributes, different models, features and prices. It has objective qualities like taste, texture, color, firmness and hardness. While a brand is how the consumers feel about that product, it deals with their affection, the personality they ascribe to it, the trust...
Words: 1628 - Pages: 7
...analysed, continuing on to compare the marketing mix of two organisations within that industry. All organisations - with their suppliers, customers, competitors, and publics - have a macroenvironment. This environment consists of macro forces that act on and affect the organisation and are generally outside their control, as opposed to the micro forces which also affect the organisation, but are generally under their control. The marketing mix is the term used to describe how an organisation goes about developing a product and selling it to the market. The industry chosen is soft drinks which industry falls into the category of fast-moving-consumable-goods (FMCG's), as it is a product that is consumed, and is fast-moving. These won't sit in a supermarket or convenient store for long, as they are constantly being purchased. Other examples of a 'FMCG' are canned foods, ice cream, soup, cereal, potato chips and a whole lot more. Part 1 There are six main macro forces making up the "macroenvironment." These are: • The demographic environment - which is the study of human populations in terms of size, density, location, age, sex, race, and occupation 1. Studies in this area, for example, can show the changing age structure, which is necessary, as marketeers need to understand who makes up the market, thus allowing them to make the most effective decisions for the marketing mix. • The economic environment ' which has an effect on consumer purchasing power and spending. For...
Words: 9924 - Pages: 40
...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 Proust The traditional concept of marketing was only about sales or meeting the “current needs” of a consumer Example: 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...
Words: 1378 - Pages: 6
...Marketing: Creating or Satisfying Needs Jan B. Freeman Averett University Abstract Marketing has been defined in terms of satisfying needs and wants. As consumers we want quality products that satisfy our need and wants. I believe by companies focusing on satisfying needs instead of creating wants, they spend their time on better design, more features, better service, or lower prices, each of which appeals to different buyers. Allstate and Priceline.com are good examples of companies who satisfy a need for consumers. According to Kotler and Keller, “Marketing has often been defined in terms of satisfying customers’ needs and wants. Critics, however, maintain that marketing goes beyond that and creates needs and wants that did not exist before.” There are several ways this can be viewed. Some may say that marketing creates and satisfies the needs of customers. I, however, believe that marketing does not create needs; it helps shape the want for a specific product or brand to satisfy the need. As consumers we want quality products that satisfy our needs and wants. Our goal is to obtain products and services with the best combination of price, quality and availability. In this day and age there are so many needs and wants. The marketers are always watching our behavior. I am always amazed by the fact that if I search for an item on the internet, the ads that pop up as I am doing other things are geared towards what I was just browsing. I believe by companies...
Words: 737 - Pages: 3
...Needs, wants and demands are the main concepts of marketing and the role of marketers is to satisfy people’s needs, wants, and demands. These key factors essentially influence human consumption. Because actually a product can be characterized on the basis of whether it meets people’s needs, wants and demands. That is why for marketers understanding of these factors is very important and all the time they should observe any changes in people’s needs, wants and demands. I think marketing should shape consumer’s needs and wants. I took this position because I believe that in fact nowadays marketing is creating consumers needs and wants by implementing various tools like researches, efficient application of the 4Ps of marketing and others. And in these essay I will distinguish people‘s needs, wants and demands and also I will try to justify my position. First of all, human’s needs are the most vital things that people need in order to survive. For example people need food, air, water, clothing, and shelter in order to sustain life and also have strong needs for creation, health, education, and entertainment. Needs are common to all and marketers can easily distinguish them. The need of hunger is similar for each person but the wants to satisfy this need will be different from person to person. I eat in order to satisfy my need for food but I prefer beshbarmak instead of pizza. Because the needs can be the same but the wants differ due to a diverse range of cultures, society, language...
Words: 312 - Pages: 2
