TIGblogs - Khalil Homaam

What I think

What I think

Does Marketing Creat or Satisfy Needs?
Does Marketing Create or Satisfy Needs? It is controversial issue, both those who believe that marketing create needs and those who believe that marketing does not create needs but only satisfy it have real examples! The marketing function is to search needs and then satisfy it! But the issue that some companies create needs, so we should not call it Marketing, because none of the marketing function is creating needs, therefore we should call it something else, I say it should be called Ultra Marketing! Or New Marketing! The marketing philosopher Philip Kotler says: “Marketers do not create needs: Needs preexist marketers, marketers along with other societal factors, 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”. (Philip Kotler, Marketing Management: eleventh edition, chapter one, page no.11) But now a days 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? I have asked many people why you have purchased color big display Mobile-Phone with camera. They haven’t answered me yet. How many people really need to go to space? They don’t need it at all, but they go. Can we call it marketers created their needs? We know creation of need is not the function of marketing, so we should to accept a more powerful tool than marketing, and we should search how to give it a suitable name.

September 19, 2007 | 3:27 AM

Tags: marketing, managementsciences You must be logged in to add tags.

Comments

	waliullah jalal October 16, 2007 \| 12:51 AM

What i believe I think this is a nice topic although controversial but it is interesting and debate provoking. The good think about the topic is that you have asked a question and have answered it to some extent. I dont agree that marketing can creat a need. You have given the examples of T.V , Mobile, Digital Camera and I pod. If we look at all these they make life more easir and were essiantial so marketers created them. If we look at the i-pod many people felt the need for something like which they can carry in their pocket and listen to music at all times. So then it was all the creativity of marketers to satisify those needs. But the important thing is that we needs are of different types. There are some needs which are fundamental to our survival which can include food, shelter, air and water. So marketers can not creat these needs, as they exist already and what marketers can do is to look at the gap between these needs and the products available and then come up with creative solutions to fill that gap. Now you would argue that what about products like fax,computers,telephone, mobile phone and many other products that we couldnt imagine about but they were created. The creation of these products doesnt mean that marketer created new needs but they simply addressed the old needs by making processes simpler and faster. I think by advertising and promotional activities marketers sometime bend some people to buy their products but still this doesnt mean that marketers can creat a need.

	FazelQadir April 9, 2008 \| 4:29 AM

Marketing Doesn't Create Needs but Some how Satisfy Needs First of all i would like to thank Mr. Khalil that he started with a billiant topic since lots people are confused "Does Marketing Create or Satisfy Needs" Does marketing create needs? The distinction between needs and wants helps put into perspective the charge that ‘marketers create needs’ or that ‘marketing makes people want things they don’t need’. Neither marketing nor any other single social force can create needs deriving from the biological and emotional imperatives of human nature. On the other hand, marketing activities – and many other social forces – do influence people’s wants. Indeed, a major part of the marketer’s job is to help develop an attractive product or service, then stimulate customers ’wants for it by convincing them it can satisfy one or more of their needs better than available alternatives.

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