A market is in a condition of negative demand if a major segment of the market dislikes the product and may even pay a price to circumvent it. People have a negative demand for inoculation, dental work, operations, and taxes. Employers feel negative demand for career jumpers and habitually tardy employees. The marketing task is to analyze why the market has an aversion to a product, and whether a marketing program can alter the market's beliefs and attitudes through product redesign, lower prices, and more positive promotion.
Target consumers may be uninterested in or indifferent to the product. Thus farmers may not be interested in a new farming method, and college students may not be interested in taking foreign language courses. The marketing task is to find ways to connect the benefits of the product with the person's natural needs and interests.
Many consumers may share a strong need for something that cannot be satisfied by any existing product or service. There is strong undeveloped demand for no harmful cigarettes, safer neighborhoods, and more fuel-efficient cars. The marketing task is to measure the size of the potential market and develop effective goods and services that will satisfy demand.
Every manufacturer, sooner or later, faces falling demand for one or more of its products. Automakers have seen their sales decline, and computer companies have seen technologies change. The marketer must research the causes of fluctuating markets, changing the product's features, or developing more effective advertising campaigns. The marketing goal is to reverse the decreasing demand through creative remarketing of the product.
Most organizations face demand that varies on a seasonally, daily, or even on an hourly basis, causing problems of inactivity or overwhelmed capacity. In public mass transit, much of the equipment is idle during off-peak hours and insufficient during rush hour. Stores are under visited during weekdays and over crowded during weekends and holidays. Airlines are overbooked on weekends and under booked at the beginning of the week. The task of marketing is to find ways to alter the time pattern of demand through flexible pricing, promotion, and other motivation.
Organizations face full demand when they are pleased with their amount of business. The marketing task is to maintain the current level of demand in the face of changing consumer preferences and increasing competition. The organization must perceive its quality and continually measure consumer satisfaction to make sure it is doing a good job.
Some companies deal with a demand level that is higher than they can handle. For example, a road carries a higher amount of traffic than is safe. Theme parks become over crowded in the summertime. The marketing task, called demarketing, requires finding ways to decrease demand temporarily or permanently. General demarketing seeks to dampen overfull demand and consists of such steps as increased pricing and reducing advertising and availability. Selective demarketing consists of reducing the demand coming from less profitable channels or less in need of the continuous service. Demarketing does not aim to eliminate demand, but only to trim down its level.
Unwholesome products will attract organized efforts to discourage their consumption. Unsealing campaigns have been conducted against cigarettes, alcohol, hard drugs, handguns, X-rated movies, and seat belts. The marketing task is to get people who like something to give it up, using such tools as fear communications, prices hikes, and reduced availability.
Target consumers may be uninterested in or indifferent to the product. Thus farmers may not be interested in a new farming method, and college students may not be interested in taking foreign language courses. The marketing task is to find ways to connect the benefits of the product with the person's natural needs and interests.
Many consumers may share a strong need for something that cannot be satisfied by any existing product or service. There is strong undeveloped demand for no harmful cigarettes, safer neighborhoods, and more fuel-efficient cars. The marketing task is to measure the size of the potential market and develop effective goods and services that will satisfy demand.
Every manufacturer, sooner or later, faces falling demand for one or more of its products. Automakers have seen their sales decline, and computer companies have seen technologies change. The marketer must research the causes of fluctuating markets, changing the product's features, or developing more effective advertising campaigns. The marketing goal is to reverse the decreasing demand through creative remarketing of the product.
Most organizations face demand that varies on a seasonally, daily, or even on an hourly basis, causing problems of inactivity or overwhelmed capacity. In public mass transit, much of the equipment is idle during off-peak hours and insufficient during rush hour. Stores are under visited during weekdays and over crowded during weekends and holidays. Airlines are overbooked on weekends and under booked at the beginning of the week. The task of marketing is to find ways to alter the time pattern of demand through flexible pricing, promotion, and other motivation.
Organizations face full demand when they are pleased with their amount of business. The marketing task is to maintain the current level of demand in the face of changing consumer preferences and increasing competition. The organization must perceive its quality and continually measure consumer satisfaction to make sure it is doing a good job.
Some companies deal with a demand level that is higher than they can handle. For example, a road carries a higher amount of traffic than is safe. Theme parks become over crowded in the summertime. The marketing task, called demarketing, requires finding ways to decrease demand temporarily or permanently. General demarketing seeks to dampen overfull demand and consists of such steps as increased pricing and reducing advertising and availability. Selective demarketing consists of reducing the demand coming from less profitable channels or less in need of the continuous service. Demarketing does not aim to eliminate demand, but only to trim down its level.
Unwholesome products will attract organized efforts to discourage their consumption. Unsealing campaigns have been conducted against cigarettes, alcohol, hard drugs, handguns, X-rated movies, and seat belts. The marketing task is to get people who like something to give it up, using such tools as fear communications, prices hikes, and reduced availability.
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