Marketing is typically seen as the task of creating , promoting , and delivering goods and services to consumers and business. Marketers are skilled in stimulating demand for a company's products, but this becomes limited view of the tasks marketers perform. Just as production and logistics professionls are responsible for supply management,marketers are responsible for demand management.Marketing managers seek to influence the level, timing, and composition of demand to meet the organization's objectives. There are eight different states of demand and the corresponding tasks faced y marketing managers. They are as follows:
1.Negative Demand: when the markets dislike the products and avoid them, negative demand gets generated. The task of marketing managers, is to analyze why the markets dislike the products and whether a marketing program consisting of Product redesign, lower prices, and more positive promotion can change beliefs and attitudes.
2.No Demand:The target consumers may be unaware or uninterested in the product. The marketing task is to find ways to connect the benefits of the products with people's natural needs and interests.
3.Latent Demand: Consumers may share a strong need that cannot be satisfied by the existing Products.The marketing task is to measure the size of the potential market and develop goods and services to satisfy the market.
4.Declining Demand:The demand for certain goods and services over a period of time starts declining. The marketer should analyze the causes of the decline and should determine whether demand could be re stimulated.
5.Irregular Demand:Demand may vary on a seasonal, daily , or even hourly basis. The marketing task called Synchromarketing is to find ways to alter the pattern of demand through flexible pricing ,promotion and other incentives.
6.Full Demand:Organizations face full demand when they are pleased with their volume of business . The marketing task is to maintain the current level of demand in the face of changing consumers preferences and increasing competition.
7.Overfull Demand:Organizations may face a demand level that is higher than they can or want to handle. The marketing task called de marketing requires finding ways to reduce demand temporarily or permanently.
8.Unwholesome Demand:Unwholesome products will attract organized efforts to discourage their consumption. The marketing task is to get people who like something to give it up. Example: Campaign against drugs, large families etc.
Marketing people are involved in marketing a variety of entities like goods, services, experiences, events, persons, places, properties, organizations, information and ideas.