Posted at 11.14.2018
The main reason for this newspaper is to answer on the question from marketing sphere. If to be exact in the question formulation we can say that the main question of this paper is use in the name of the paper: Does marketing create or meet needs? This question has dual dynamics and it is necessary to discuss it with more details. There may be different answers on this question, and they could be different in their depth, for example, but I think that two part of the question are right and there is no requirement to choose one right variance.
Discussing this question, we see that question about this matter has real bottom under it. Regarding to Kasper and Helsdingen (1999) it is understandable that "similarly you have those who mainly see marketing as merely the promoting, and in most cases forcing, a certain product, concept, or value onto an unwilling, or at least unprepared, consumer. Alternatively you have those who describe marketing as only the process by which value is established for a consumer by various means of communication. " For me, marketing does indeed both, because it satisfies and creates customers' needs at exactly the same time. Marketing always has an impact on our passions. The essence of the marketing system is unveiled through a couple of socio-economic categories.
Thinking about the essence of the concept marketing, we see that marketing is something of managing and managing source chain and commercial activities of corporations, businesses in free trade conditions. Therefore, in system-organized response of the business of any economical entity, it enjoyed an important role, because participates in the implementation of their goals and objectives directly objectified product of an commodity, which encourages the market. Marketing - can be an built in higher-level system, centered on creating conditions for the allocation of such factors.
The term "marketing" is derived from the English term "market", and mean activity on the market. However, marketing as something of financial activity -is a broader concept. The main thing in marketing - is dual and complementary methodology. On the one hands, it is complete and comprehensive overview of market demand, tastes and needs, give attention to their production, focusing on products. Alternatively - an active influence on the marketplace and the prevailing demand, the forming of the needs and purchasing choices. In industrialized countries, consumer tastes are the primary driving make of creative labor. Even the task of the highest level for the development of any desired open public goods of the highest quality and most reasonably priced of creation may in the end unproductive wish product hasn't found its buyer, did not get to the final consumption. It could occur for the reason that a potential customer did not find out about it the right product or do not know where to buy it.
American Marketing Relationship (2007) demonstrated methodical description of marketing in the next way: "Marketing is the experience, set of organizations, and operations for creating, interacting, providing, and exchanging offerings which have value for customers, clients, associates, and society at large. "
It will be good to web page link the manufacturer and consumer, to help them find one another and therefore make the work of the first truly profitable - this, in reality, is the key goal of any marketing activity.
Therefore, marketing is a kind of human activity, targeted at interacting with the needs and needs through the exchange. This meaning is based on the following basic principles: needs, requirements, requests, wants, commodity exchanges, trade and market.
The needs of individuals are conformable and sophisticated: there are physiological needs for food, clothing, security, communal needs in spiritual intimacy, influence, devotion, and personal needs in knowledge and self-expression. They form the work of advertising firms, and emanate from individual nature. If the need is unhappy, then the person seems deprived and unsatisfied. Moreover, the greater need means the more person experiences with the inability to fulfill it. Dissatisfied with it person will be able to do 1 of 2 things: either will see an thing that can meet the need, or try to suppress own desire (need silence).
Need - it is essential to adopt a specific form relative to the cultural level and personality of the individual. Needs are indicated in items that can satisfy the needs in a way that is inherent in ethnic, and monetary development degree of the population. As the business expands and needs of its participants.
People are confronted with more and more objects, provoking their interest, interest and desire. Shenoy (2010) explained that manufacturers, because of their part, are taking concerted action to activate the desire to possess goods. They want to form a connection between what they produce, and the needs of people. The product is advertised as means of fulfilling one or lots of specific needs.
Needs of folks are almost endless, but resources for responding to them are limited. A person will choose those products that are sent to him the greatest satisfaction within its financial features. Thus, the question - is the need, guaranteed by purchasing power. However the need - is not a reliable indicator. People are bored to death things now run, and they're looking for diversity with regard to variety. According to website www. marketingprofs. com we see that change of preference may be the consequence of changes in prices or income. Products - this is essentially a couple of properties and people stop choosing those products offering them with acquiring the best set of benefits because of their money. So, the automobile "Volkswagen" embodies the basic means of transfer, affordable price, fuel market and the European move, and "Cadillac" - the high comfort, luxury and prestige. Man selects merchandise, the set of properties that gives him the best satisfaction because of this price, taking into account their specific needs and resources.
Each kind of marketing operates with a certain product, which is inherent in the precise characteristics of your economic nature, so excellent acts will be the cause of the system of economic relations, and marketing - is a consequence. Bradley (2003) proven that goods have the ability to meet up with the needs of the buyer, called the merchandise range of choice. A lot more complete product satisfies the needs of the buyer, the manufacturer will achieve better success. He should look for potential customers to ascertain their needs and then create something as closely as is feasible to gratify these needs.
The concept of "goods" is not limited by physical objects. The goods can be called anything that could be of service, i. e. meet up with the need. In addition to the products and services, this can be the individual, place, firm, activities and ideas. According to Kotler, Armstrong, Wong and Saunders (2008) the buyer decides what's entertainment to see on television set, where to go on getaway, how to help organizations which support the theory. And if the use of the term "goods" sometimes it appears unnatural, it could be changed by others - "satisfactory needs", "recovery tool" or "offer". All these words have certain value relevance for differing people.
Marketing occurs when people opt to fulfill their needs and would like by the exchange. Exchange - is the take action of obtaining from anyone subject of desire by offering something in return. I want to say in this area of the work that marketing sometimes shows (you'll be able to say satisfies) the needs and needs of customers and in some cases it patterns (or creates) consumer needs and wishes.
According to the first declaration, Lentini (1993) said that "marketing merely demonstrates the needs and wishes of customers, because most of us need to consume, drink and sleeping and reproduce, this is all part of who our company is as humans. Therefore at the essential level companies will make an effort to satisfy these functions and keep doing this by occasionally showing advertisements that tells the general public they are around and can provide the products they need. " For the acknowledgement of the second statement, McCalley 1992 added "marketing designs consumer needs and wishes. After experiencing so many television commercials and advertising both on the web and on newspapers I have figured some companies build their ads to make a need in the consumer's mind even if at first they were not enthusiastic about the merchandise. I took time to research some of the words that advertising commonly use and I came across an interesting mix of content. The term "free" is the most typical denominator I came across in the advertisings, free is utilized in mixtures such as free home trial, free inspection, buy one get one free, free unit installation, free quotes, free car parking, free demonstration and free consultation. The word free is generally a powerful catalyst that springs the consumer into buying that particular product or idea even though she or he might not need it. I believe other terms also kind of bait people into buying things they don't need. "
In marketing something is relationship characteristics and consumer properties, i. e. potential of goods to fulfill its function - to meet the needs that under different exterior conditions are a combo of product requirements and conformity with them by the choice of goods, depending on establishing goals and priorities of the buyer.
I also want to include that marketing as every system has its course, methods and jobs of realization, and exactly these above numerated parameters help create and satisfy needs oftentimes. Let us look at them attentively and identify main course of marketing. Marketing's route implies an insurance plan of quality and product combination, pricing, marketing, marketing communications. We should talk about that methods found in marketing, typically include: accounting, analysis, modeling, forecasting and planning, adjustment.
Marketing system consists of the following jobs:
- Comprehensive market research;
- Identification of potential demand and dissatisfied needs;
- Planning of products and prices;
- Development of actions to fully meet up with the existing demand;
- Planning and implementation of marketing;
- Development of options to boost governance and firm of production.
Solving of the problems is dependant on the use of the above mentioned stated methods. It is necessary to remember that in the case when marketing should be effective, the analysis in marketing also should be thorough, objective and critical in the sense that the existing practice should be compared with accepted requirements and ideas of the theory. This should be achieved through systematic general market trends, supplemented if possible by special infrequent studies on specific issues. This creates an information basic for projections, which are the basis for producing programs and strategies. Typically, for the immediate future is an in depth short-term forecast, but also for more distant and uncertain future forecast durations should make reference to common features.
Thus, predicated on all above stated information we're able to come to the final outcome that marketing creates and satisfies needs. In the body of the paper it was examined the essence of marketing activity which allows us to comprehend how and in what manner it happens. I think that at the main of marketing, are the needs of people. Since it was identified in the newspaper, needs - are experienced by an individual sense of a lack of something, when person need something. Needs of folks are diverse and intricate by their characteristics and it give us a likelihood to say that due knowledge of them marketing is able to create and meet them at the same time.