Do you think a successful marketer really creates "needs"
While counseling a fresh marketing candidate about his
day-to-day marketing activities, it is often a matter of
discussion that "a smart sales representative sale a thing even
if the person does not intend to buy it." Many fellow marketers
often quote "we create needs".
This may be a suicidal approach and may lead towards loosing a
long-term prospect. A marketer should go by analyzing present
market and buyer's behavior. If you are honest with your career,
try some thing different. A systematic, customer oriented
marketing plan helps a buyer to take good decisions, instead of
confusing them.
I see "needs" on different prospective. Needs are there before a
marketer, he just promote the idea about a product that may
satisfy a need of person. He gets help with other societal
factor that influence a person's desire to own a product. A
honest presentation of product features can be a great help in
buying decision process.
Here is a short analysis that differentiates the different level
of requirements of a consumer or a buyer:
Needs means basic requirements of an individual, business
or a group. There are some statutory requirements that people
will buy at any cost. The requirement may vary from person to
person but the point is "when a person needs, he will
buy." For example, education is a need for student. A
successful marketer promotes the idea and help student choosing
the right course for his future. This can help him to analyze
and greater influence in making his decision about joining the
course.
Desire to own or Wants some thing. This is another aspect
of requirement. Say the person wants to see a movie; he can
choose a cinema hall and a movie of his choice. Its all depends
upon his choice. Alternatively, another example of this, a
person from north India may want some food, but he will prefer
some Chapatis or Tandoori, where as person from East will prefer
rice and other stuff. This requirement is entirely dependent
upon the person's locality, mentality and society he belongs to.
Market Demand. This is something different again. Good
brands have always a demand in market, but it is directly
connection with consumer's ability to afford them. Here
segmentation of income group plays a vital role. For
example, I have a desire to own a BMW but my budget does not
allow me to buy it. Since car is my basic requirement, I prefer
to buy a Honda City, as it is cheaper than a BMW. So product
brand is there, Demand is there, a person also wants to buy it,
but the real measurement of demand is "How many actually
afford to buy it"
Above are my viewpoints about analyzing a requirement and
discussions with fellow marketing professionals in
India. I have several instances where a successful
marketer promotes a product, carefully understanding "needs" of
consumers instead creating a "need" in to the market.