Marketing for Consumer Needs Essay

553 WordsDec 30, 20133 Pages
Discuss the statement “marketers do not create needs: needs pre-exist marketers’. Can marketing efforts change consumer needs? Why or why not? In what ways can marketing efforts affect consumer needs? Philip Kotler defines marketing as "A social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others." He also goes on to say that “Marketers do not create needs, needs preexist marketers, marketers along with other societal factors, and influence wants. Marketers might promote idea that Mercedes would satisfy a person’s need for social status. They do not, however, create the need for social status”. Marketers must try to understand the target market's needs, wants and demands. Needs are basic human desires. Wants are shaped by one's society. Demands are wants for specific products backed by an ability to pay. Thus, marketing does not create needs and wants; these pre-exist. Marketing acts to influence wants, by pointing out how a good or service may fulfill a desire. Customers have needs and marketing identifies those needs, and then defines product and/or service characteristics that satisfy some or all of those needs. Then, marketing communicates the product features and benefits to the customers in such a way that they can realize how the product and/or service satisfy their needs and they select and purchase that product. There is also the situation where consumers know what they want, it is just a matter of articulating it. For example, persons knew they wanted an easier and quicker way to get in contact with others but it took someone to come up with an innovative idea to make them realize they need a telephone. Companies educate people and give them reason to buy their products and this is can be called “creation of needs”. People generally purchase something when they need

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