Marketers don t create needs needs preexist marketers

Market Management

Kotler & Keller (2012) noted that needs are the basic human requirements such as for air, food, water, clothing, and shelter. Humans also have strong needs for recreation, education, and entertainment. These needs become wants when they are directed to specific objects that might satisfy the need” (p. 9 – 10).

Kotler & Keller (2012) also stated that “Demands are wants for specific products backed by an ability to pay” (p. 10).

Kotler & Keller (2012) stated that the distinctions between needs, wants, and demands help to clarify that “marketers create needs” or “marketers get people to buy things they don’t want.” According to Kotler & Keller (2012) “Marketers do not create needs: Needs preexist marketers. Marketers, along with other societal factors, influence wants” (p. 10).

I respectfully disagree that marketing create needs. Marketing according to Kotler & Keller (2012) identifies and responds to pre-existing consumer needs (p. 10). The American Marketing Association also observed that “Marketing is the activities, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large” (Kotler & Keller, 2012, p. 5). Marketing convinces consumers to develop new desires about products and services that they want as opposed to need. Marketing communicates to consumers regarding products and/or services that have the potential to satisfy their needs and wants.

James

Sandra Wadopian

The meaning of marketing means the activities of a business which are used to promote or sell the new and existing product to the consumers. In my opinion, marketing is a very creative activity of business which helps the business in identifying the new customers with retaining the existing ones. There is no doubt that marketing creates the new desire of the people to buy new products as well as it responds to the needs of the pre-existing customers. These efforts target the specific demographic group and influence them for purchasing (Nathan E. Peterson, 2013). Suppose we are sitting on a sofa and watching a T.V and an ad came on and described that dirty sofas can be very dangerous for the kids and adults so it is important to clean it on a regular basis. It will give us the thought that we also need to clean our sofa. We can say that it generates the new desire for us to clean our sofa by creative marketing and an effective message. But marketing is also able to respond to pre-existing customers also by conducting surveys and adding the additional features in the product. If an electronic company does surveys about its products and features and compares it with its competitors they get the idea what the new features the customer wants to add in the product. It helps the company in redesigning its existing product and launches its existing product in a new way for full-filling the demand of existing customers. Marketing is based on an innovative process that helps the customers in identifying and learning their actual needs (Ian Gordon).