17. Marketing’s role in creating demand

Marketers must have a variety of skills, one in particular being the ability to stimulate demand for their company’s services and products. However, this is too limited a view of the tasks that marketers perform and the skills that they must have. Just as production and logistics professionals are responsible for supply management, marketers are responsible for demand management along with their other roles. Marketing managers seek to influence the level, timing, and composition of demand to meet the organizations objectives. Eight states of market demand are possible:

Full demand: Consumers buy all services or products brought to market.
Overfull demand: There are more consumers demanding the service or product than can be satisfied.
Irregular demand: Consumer purchases vary on a seasonal, monthly, weekly, daily or even hourly basis.
Declining demand: Consumers begin to buy the service or product less frequently or not at all.
Negative demand: Consumers dislike the service or product and may even pay a price to avoid it.
Nonexistent demand: Consumers may be unaware of or uninterested in the product or service.
Latent demand: Consumers may share a strong need that cannot be satisfied by an existing product or service.
Unwholesome demand: Consumers may be attracted to services or products that have undesirable social consequences.
In each case, marketers must identify the underlying cause(s) of the demand state and then determine a plan of action to shift the demand to a more desirable state.

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19. What is a Market?

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