Marketing management has the task of influencing the level, timings and composition of demand in a way that will help the organization to achieve its objectives. Also, A marketer has to take into consideration different types of demand for his product before he comes up with a strategy.
1 ] Negative Demand
The market is in a state of negative demand if; a major part of the market dislikes the product and may even pay a price to avoid it.
Eg: People have a negative demand for
- Dental work
- Gall bladder operation Employers feel a negative demand for
The marketing task is to analyse, why the market dislikes the products?
2] No Demands
Target consumers may be uninterested in the product. Ex – People have no demand for
- Farmers may not be interested in new farming methods
- College students may not be interested in a foreign language course.
The marketing task is to find ways to connect the benefits of the products to the person’s natural needs and interests.
3] Latent Demand:
Many consumers may share a strong need that cannot be satisfied by any existing products.
- Latent demand for harmless cigarettes.
- Safer neighborhood.
- More fuel efficient cars.
The marketing task is to measure the size of the potential market and develop effective goods and services that would satisfy the demand.
4] Declining Demand
A substantial drop in the demand for products.
- Boy scout enrolment among Singapore students.
The marketing task is to:
- Analyse the cause of market decline.
- Determine whether the demand can be re-stimulated by changing target markets, changing product features and developing more effective goods.
- To reverse the declining demand through creative remarketing of the product.
5] Irregular Demand
Organizations face demand that varies on a seasonal, daily or even hourly basis, causing problems of idle capacity or overcrowded capacity.
- Markets :- visited on weekends, not on weekdays.
- Hospitals :- OT’s booked for early weak
The marketing task is called Synchro Marketing (alter pricing, promotion & other incentives)
6] Full Demand
Organizations face full demand when they are pleased with there volume of business.
The marketing task is to:
- Maintain the current level of demand in the face of changing consumer preferences and increasing competition.
- Quality should be improved.
- Continuously measure consumer satisfaction.
Eg: Maruti at the time of bookings made open.
7] Overfull Demands
Some organizations face a demand level that is higher then they can or want to handle. Marketing task is De-marketing which requires finding ways to reduce the demand temporarily or permanently.
Steps involved in de-marketing:
- Raising prices.
- Reducing promotion and service.
- Selective de-marketing(less profitable markets)
Eg: Quota system for new car registration by a fixed percentage annually.
8] Unwholesome Demand
Unwholesome products will attract organized effort to discourage their consumption. Un-selling campaigns have been conducted against cigarettes, alcohols, hard drugs, handguns and pirated movies.
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