Advanced Marketing – Essay Example
Advanced Marketing Marketers are the professionals responsible for demand management as they are the ones charged with the duty to choose target markets. The marketers also try to keep up with the growing demands of the customers though the creation, communication and release of better-quality value to the customer. In trying to control the timing, judgment of when to act and structure of demand, marketers must address the eight demand states possible in a market.
The eight demand states possible in a market are: negative demand state, nonexistent demand state, latent demand state, declining demand state, irregular demand state, full demand state, overfull demand state and unwholesome demand state (Kotler & Keller, 2009).
Negative demand state is when the customers have an unenthusiastic perception about a particular good and service and as such they try to avoid such products. The marketers should try to address this demand state by showing the positive side of the product and how the usage would benefit the customer. The nonexistent demand state is when the customers are unaware or uninterested in a particular good and service and the marketers must address this, by mapping out eye catching adverts that would capture the imagination of the customer and make them more interested in the product. The latent demand state is a scenario that the consumers have a tough need that is insatiable by an available product and marketers must address this situation by ensuring the availability of these products more to the areas that, they are needed. Declining demand state is when the frequency at which the consumers buy the product is gradually reducing and marketers can address this situation by launching a market campaign to sensitize the consumers on the benefits of the product and they should collaborate with the business development department to revitalize the product. Irregular demand state is when the purchase of a product is time dependent and marketers can address this situation by mapping out the time that the consumers make the most purchase and ensuring that there is no shortage of products during these peak periods and the marketers should also try to show the non-seasonal associated benefits to the customers. Full demand state is when consumers are purchasing all the products in the market and marketers can address this situation by attempting to match up the production or availability of the product with the demand and they should also work more on ensuring the effectiveness of the production and manufacturing services. Overfull demand state is when the demand for a product is more than the available product and marketers can address this situation by analyzing and forecasting the demand for the product and informing the production department of the growing demand for the product and propelling them to boost up production. Unwholesome demand state is when consumers get attracted to a particular product that does not have desirable effect and marketers can address this situation by making the consumers aware of the negative effect of the product (Kotler & Keller, 2009).
Kotler, P., & Keller, K. L. (2009). Marketing Management. (13th Edition). New Jersey: Pearson