A P R O J E C T PA P E R O N

D O E S M A R K E T I N G C R E AT E O R S AT I S F Y N E E D S ?

D AT E O F S U B M I S S I O N : 2 9 N O V E M B E R 2 0 1 3

SOUTHEAST

U N I V E R S I T Y,

DHAKA

A P R O J E C T PA P E R O N D O E S M A R K E T I N G C R E AT E O R S AT I S F Y N E E D S ?

SUBMITTED TO Ishtiaque Arif Assistant Professor Department of Marketing Southeast University

SUBMITTED BY Abu Zafour ID-2013110005039 MBA Program (Friday), 12th Batch, Section B

Project Paper Submitted in Partial Fulfillment of Requirements of"Marketing Management" Course Code: MKT-5234 2nd Semester MBA Program (Friday), 12th Batch, Section B

Date of Submission: 29 November 2013

SOUTHEAST

U N I V E R S I T Y,

DHAKA ACKNOWLEDGMENTS
At first we desire to express our deepest sense of gratitude of almighty Allah. With profound regard we gratefully acknowledge our respected course instructorIshtiaque Arif, Assistant Professor, Department of Marketing, Faculty of Masters of Business Administration, Southeast University, Dhaka for his generous instructions and support. We wish to thanks the author, editors, and publisher of the followings for using the information from those articles, books and website. Marketing Management, 14th Edition, by Kotler and Keller, Published by Prentice Hall. Principles of Marketing, 11th Edition, by Kotler and Armstrong, Published by Prentice Hall. A article on Marketing published by Waliullah Jalal on October 16, 2007. Also thanks to Wikipedia and Google for using information about these websites. Finally thanks to all wishers who help us to make this project more meaningful.

EXECUTIVE SUMMARY
Customers have needs and marketing identifies those needs and based on the company's capabilities, defines product and/or service characteristics that satisfy some or all of those needs. Then, marketing communicates the product features and benefits to the customers in such a way that they can realize how the product and/or service satisfy their needs and they select and purchase that product. Marketing does not create needs. One area of confusion on this point is when a company comes out with a "new to the world" product. Since there has been no such product before, how can there have been needs? We can say about the Personal Computer (PC). No one had a computer in their house until the Personal Computer (PC) was invented. So how can you measure the needs of the customer for a Personal Computer (PC). Surely, marketing, in specifying the Personal Computer (PC), created a need. This logic is flawed. There were needs that were not met or not met fully before the Personal Computer (PC) came along - for document creation, games, communications, etc. All of these needs were met via other technological solutions: typewriter, board and card games, telephone and mail. With a little debate ability, the Personal Computer (PC) does in fact better satisfy these needs, but the needs where there before. So need is existing, marketing satisfy or try to satisfy those needs and side by side they build up a strong customer relationship, loyalty and customer equity.

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CONTENTS
Acknowledges Executive Summary Part- I Introduction Introduction About Marketing Marketing Process Model About Need Part- II-Arguments Statement: Does Marketing Create or Satisfy Needs? Felt of Deprivation Identifying the needs Problem or Need Recognition or Realization Searching Information Evaluating the Information Modification and Replication Creating Awareness Motivation or Influencing Making Sensible about Hidden Interest and Desire Motivation or Influencing At a glance does marketing create or satisfy needs. Conclusion Part- III-Reference Reference 12 05 06 06 07 07 08 08 09 09 09 09 10 11 01 02 03 04 I Ii

INTRODUCTION
Marketing is a social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. Marketing has significant impact in the society to satisfy the needs and wants. In nature we have our needs and wants, we believe in reality companies try to use marketing as tools to persuade potential customers to purchase their products. In high tense, market company always to find an edge in the market by offering new product or creating product. We do believe that we all have our basics needs in our lives.

ABOUT MARKETING
Dr. Philip Kotler Defines Marketing Philip Kotler, one of the worlds leading authorities on marketing, and the S.C. Johnson Professor of International Marketing at the Kellogg Graduate School of Management, Northwestern University, includes the following three definitions of marketing in his classic textbookMarketing Management: Analysis, Planning, Implementation and Control: 1. Marketing is the process by which an organization relates creatively, productively, and profitably to the marketplace. 2. Marketing is the art of creating and satisfying customers at a profit. 3. Marketing is getting the right goods and services to the right people at the right places at the right time at the right price with the right communications and promotion. The American Marketing Association (AMA) defined marketing asMarketing is an organizational function and a set of processes for creating, delivering and communicating value to customers, and managing customer relationships in ways that also benefit the organization and its shareholders. Marketing is the process by which companies create customer interest in products or services. It generates the strategy that underlies sales techniques, business communication, and business development. It is an integrated process through which companies build strong customer relationships and create value for their customers and for themselves. Wikipedia Marketing is a social and managerial process by which individuals & groups obtain what they need & want through creating, offering, & exchanging products of value with others. Hence we defined marketing as the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return. The twofold goal of marketing is to attract new customers by promising superior value and keep and grow current customers by delivering satisfaction.

The Marketing Process: In the following figure shows the simple five steps model of the marketing process. In the first four steps, companies work to understand consumers, create customer value, and build strong customer relationships. In the final step, companies reap the rewards of creating superior customer value. By creating value for consumers, they in turn capture value from consumers in the form of sales, profits, and long-term customer equity.
Understanding the marketplace and customer needs and wants

Create value for customers and build customers relationships

Design a customer driven marketing strategy

Construct a marketing plan and program that delivers superior value

Building profitable relationships

customer

Capture Value from Customers in Return

Captures value from customers to creates profits and customer equity.

Figure: Model of Marketing Process From the definition of marketing and the model of marketing process we see that marketer first of all they identify the needs of the customers, find out the needs of the customers. The most basic concept underlying marketing is that of human needs. Human needs are states of felt of deprivation. They include basic physical needs for food, clothing, warmth, and safety; social needs for belonging and affection; and individual needs for knowledge and self-expression. These needs were not created by marketers; they are a basic part of the human makeup.

ABOUT NEED
Simply need states that the felt of deprivation. Realize the customers needs not always easy and simple. Some customers have needs of which they are not fully conscious, or they cannot articulate these needs or they use words that require some interpretation. We can distinguish among five types of needs: Stated Needs Real Needs Unstated Needs Delight Needs Secret Needs

Description about These Needs:

Type of Need Definition

Stated Need

Real Need

Unstated Need

Delight Need

Secret Need

What the customer asks for As for example we need food, cloth, shelter, education and so on. Stated needs are those which are asked by the people without these they cannot survive. These are the fundamental needs or basic requirement of human beings. What the stated needs actually mean Real needs add more specification about the stated needs. Suppose in this moment I need food. This is stated need but which type of food is needed for me. Is it fast food, or thai or chaynies food or other type of rich foods? What the customer also expects but does not ask for This needs states that the customers expect something but they cannot express, as for example we can say that any one purchase an Air Conditioner from a dealer. Now he/she can expect good service from the dealer. Needs that are not essential but would delight if met These are the needs that are not essential part of life, without this anyone can survive. But if he/she gets that then it makes enjoyment. Especially this is occurring in case of luxury items. It may different in accordance to different perspective. Needs that the customer does not express, often intangible in nature Customers do not actively express the need but when it would present in front of him, and then they say that this is required for me, we found this in mind. Such as lucrative magazine, attractive toy for baby an so on.

DOES MARKETING CREATE OR SATISFY NEEDS?

Does marketing create or satisfy needs? This statement two fundamental things such asFirstly whether Marketing creates needs or not and Secondly whether it satisfies the need, It is most significant task of marketing is to satisfy the customers needs through building strong and sustainable relationship with customers. But here is the controversial issue whether marketing create needs or not. Some one believes that marketing create needs and some others believe that marketing does not create needs but only satisfy the needs. From the previous discussion we knew about marketing and its task, from that it is said that marketers do not create needs. The marketing function is to search needs and then satisfy it. The marketing philosopher Philip Kotler says: Marketers do not create needs: Needs pre-exist marketers, marketers along with other societal factors, influence wants. Marketers might promote idea that Mercedes would satisfy a persons need for social status. They do not, however, create the need for social status. (Philip Kotler, Marketing Management: Thirteenth edition, chapter one, page no.14) Marketing does not create needs, because of the following reasons or arguments. Felt of Deprivation Identifying the needs Problem or Need Recognition or Realization Searching Information Evaluating the Information Modification and Replication Creating Awareness Motivation or Influencing Making Sensible about Hidden Interest and Desire Satisfaction and Building Strong Customer Relationship

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FELT OF DEPRIVATION: Does marketing create or satisfy need? Marketing does not create needs but satisfy the needs because need states that the felt of deprivation. Deprivation means that the damaging lack of material benefits considered being basic necessities in a society. It also can be defined as the lack or denial of something considered to be a necessity. These necessities are not created by marketing or marketers. This is initiated by the cultural factors, personal factors, geographic factors, and also societal factors. As for example as we Bangladeshi we need food that inclues rice, fish, and vegitables and so on. A consumer in the United States may need food but may want a hamburger, French fries and a soft drik, a person that lives in Mauritius that nnes food may want a mango, rice, lentils, and beans. These are not creating by marketing, this is normal phenomena. So we can say that marketing does not create needs but satisfy those needs which are reqired by the customers. IDENTIFYING THE NEEDS: One of the fundamental tasks of marketing to find out the needs of the customers, not create the needs. Marketers may follow different types of methods to find out the needs of customers. They can find out the needs of customers in accordance to the geographic area. As for example we can present about the dress of human beings. The dress up of the people of rural area and urban area is not same. Marketers identify which types of dress are needed for rural areas people, and which type of dress is needed of urban areas people. Which type of entertainment is needed by the rural people and for the urban people? Which things are needed for a blue worker and which things are needed by an executive officer. These needs are automatically generated. These different types of needs may depend upon educational qualification, social status, perceptions, family background, age, race, religion and so many influencing factors. Marketers identify these needs by considering different types of factors related to the specific needs. After identifying these needs marketers task is to satisfy the needs of the customers depending upon level of customers in defferent perspectives. So, here also we can present that marketing does not create the needs but through identifying the needs they can satisfy the customers in level wise.

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PROBLEM, NEED RECOGNITION OR REALIZATION: Marketers recognize the problem or the need of the customers through different type of analysis, thinking, knowledge, experience, education and so many tools. Marketers recognize the need of the people in accordance to their age, race, sex, area, city, occupation, education and so on. As for example marketers recognize the problem which types of products are needed for a child. There are so many products that are needed for a child, if we draw an example about toy. Marketers may invent an attractive toy for children. Before this invention this type of toy was absent. Now can we say that this need is created by the marketers? Answer is no. because that needs was present before this invention. They met that need through other things. When this is invented by someone then they attract to the products to satisfy their existing needs. In this way if we think all other types of products then same answer would be present. So, we can say that marketers or marketing does not create the needs they recognize the needs, and find out which product is appropriate for whom. Then they try to satisfy those needs. SEARCHING INFORMATION: To recognize the problem or needs of the customers, marketers search the information about the needs, wants, and the desire of the community or customers. Often they develop research plan to identity or recognize the need of the customers. Marketing research requires developing the most efficient plan for gathering the required information. This involves decisions on the data sources, research approaches, research instruments, plan, and also contact method. The market researchers can gather secondary data, primary data, or both to search the information for identifying, or recognizing the needs of consumers. In general researchers firstly collect secondary data that were collected for another purpose, already exist somewhere. They usually start their investigation by examining secondary data to see whether the problem can be partly or wholly solved without collecting costly data. When the required data do not exist or ate dated, inaccurate, or unreliable, then the researchers collect primary data. They may collect data through observation, focus group, surveys, behavioral data, and experiments. Market researchers can gather fresh data by observing the relevant actors and setting, unobtrusively observing as they shop or as they consume products. They also use survey method to find out the needs customer, it may use questionnaires to collect the information regarding the needs of customers. By considering these needs the marketers try to satisfy those needs.

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EVALUATING THE INFORMATION: After searching and collecting the information marketers analyze or evaluate those information which things is most appropriate for them. How is it possible to satisfy the customers? They take decision in which way we go forward for satisfying the customers needs side by side we would be profitable also we can build a strong customer relationships. From this we see that marketer make research about the needs which exist, because there are no needs that are not existed. But these needs may have in different format. Marketers research about these different types of needs and invented that things for customers. Here we can also say that needs are not created by the marketing. It is pre-existing. Marketing try to satisfy or satisfy those needs. MODIFICATION AND REPLICATION: Modification and replication is the most significant task performed by marketers. Abraham Maslow proposed a hierarchy of needs back in 1950s and 60s. Human needs are arranged in a hierarchy from most to least pressing Physiological needs (primary or fundamental needs), Safety needs, Social needs, Esteem needs, and Self actualization needs.

When a person succeeds in satisfying an important need, he will then try to satisfy the next most important need. Allah create human with different types. In this world, there are continent, ocean, country, and city. As customers, we always want quality products, which satisfy our needs and wants. Customers are looking for products and services with best combination of price, quality, service, and availability. As a human, we are different. There are segmentation by age, gender, nationality, lifestyle, income, and many others segmentation. Needs of female are different than that of male. As we Bangladeshi our needs are not same as like as American, Australian, or Indian. Some customers would not mind to paying a higher price for a product or service if we received something with best combination of price and quality. This is a part when a costumers expectations on a product or service are, and if these expectations are met continually then they become loyal customers to the particular products. By considering all of these marketers modify or reflect the products in accordance to the needs of the customers.

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CREATING AWARENESS: There are infinite needs of human beings. They try to meet these needs in accordance to their necessities from most important to least important. From these vast of needs there are some needs which are important for us but we do not aware about that needs. As for example we can say that before we make brush our teeth with teeth brushing powder by the help of figure, but this is not appropriate for cleaning our teeth and mouth. In this perspective marketers make awareness to us through inventing teeth brush and different types of paste. Here also see that the need is pre-existing and marketers make it or convert it in different suitable/ favorable situation that make more satisfaction to the customers. Marketer also create awareness to the customer by following different marketing strategy as like as branding, brand equity, making positive image and so on. MOTIVATION OR INFLUENCING: Marketer tries to create strong and influential branding image to attract or motivate consumer for assisting buying decision not to create need. Example: cricketer Shakib al Hassan has a branding image, he also brand ambassador of some product. What we see here? The followers mind feel vibration to those products, this vibration is called motion to feel or motivation. And the marketing use technical tools and takes the chance to market the product or service. So marketing doesnt create the demand or need but place what every individual think for. MAKING SENSIBLE ABOUT HIDDEN INTEREST AND DESIRE: Often we say that I am thinking something in my mind but cannot express those things. In the same way there have some needs of us that we cannot express that need but we realize some things is needed for us. Marketer tries to understand the hidden feeling by surveying in regards of age, place, religion, role & social status and economical ability and place the product or service in front of valued users. It is not act of creating needs but helping to innovate or improvement of product of service.

SATISFACTION AND BUILDING STRONG CUSTOMER RELATIONSHIP: Marketing not created demand but building strong relationship with consumer and product or service. Think the process, from procurement to disposal of product, only marketing making a bridge by introducing to consumer with his feeling and making sensible for ultimate uses.

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Finally we want to present some real example in favor of marketing does not create the needs but satisfy the needs.
We can draw example with Television, Mobile, Digital Camera and I pod. We assume that television is not invented nowadays but at this moment, upcoming National Election would be held; it is normal need of human beings that they need to know what would be happen in the Election. People may not think about the Television but they feel that something is required for them to know the information. When Television is invented then if anybody says that need is created. This is totally wrong, because this is pre-existing need. So it was all the creativity of marketers to satisfy those pre-existing needs. Marketing make easier to satisfy the needs. Anybody would argue that what about products like fax, computers, telephone, mobile phone and many other products that we could not imagine about but they were created. The creation of these products does not mean that marketer created new needs but they simply addressed the old needs by making processes simpler and faster. Suppose I live in village and my father is in Dhaka for his job. It is simple to me that if I can talk to my father, but I do not know how it is possible? I want to see him in this moment. By inventing mobile marketer make it easy to talk. So we cannot say that this need is created by marketing. We can say about 3G mobile networking, it make easy for us to talk to anybody with watch to him by video calling. Marketing satisfy us for our hidden needs by introducing this 3G network. So we can say that marketing does not create the needs but satisfy the needs.

We can present abut entertainment. Jamuna Future Part, Nandan Park, Factacy Kingdom and so on would create needs. If anybody Argus that these create the need because after introducing this customer experienced several entertainment, before that it was absent. We think that he/she is in wrong, because Dhaka is croud city, each and every person is too much busy to their personal task- it may be job, education, business whatever the things. After this everyone feels that they need something for entertainment, for their refreshment, they want some fress air and so on. By introducing as like as Jamuna Future Part, Nandan Park, Factacy Kingdom, marketers fulfill that needs, and make it easy for customers/people to enjoy their free time. So marketing does not create needs but satisfy the needs.

If we look at all these then we can say that nothing is created by marketing, it is pre-exist. Marketing influence, motivates, modifies, reflects the needs and makes life easier and satisfies the needs.

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CONCLUSION
Marketing is most significant things in our life. In this present world we cannot thinks without marketing. Though from the above discussion, arguments, and examples presented in this project paper it is clear to us that the marketing does not create the needs of the customers but it satisfies the customers needs.

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REFERENCE
Kotler Philip, Keller Kevin Lane, 2014 Marketing Management 14th Edition, Prentice Hall, An imprint of Pearson Education. Kotler Pliph, Armstrong Gray, Principles of Marketing 11th Edition, Prentice Hall of India. Jalal Waliullah, 2007, Journal on Marketing strategies and development. www.wikipidia.com\\marketing Lynch Julia Ekundayo, Articles on Does Marketing Create or Satisfy Needs.

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