Assignment -1

Bahauddin Zakariya University Multan

Student name: Student number: Tutorial group: Le turer!Tutor: Sub"e t: Title o# assignment: $ate due: $ate submitted: %ampus enrolment: Declaration:

Muhammad Shahzad Khan 155 MBA Executive (A) Sahar Hayat Khan

Marketing Management

Does Marketer Create or Satisfy Needs?

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Does Marketer Create or Satisfy Needs? It would be quite reasonable if we take a quick look on the basic definition of NEED and to understand the difference of REAL, ARTI ICIAL, !I"L"#ICAL $ S"CIAL needs before answering the above mentioned question because it would give us clear perspective either marketer can creates or satisfy human needs. %&at is Need? here are so many definitions of needs but being student of !arketing !anagement we have to look at the definition given by the !arketers. Definition: "# driver of human actions which marketer tries to Identify$ E'(&asi)e$ and Satisfy$ and around which promotional efforts are organi%ed.& "Needs are the basic human requirements such as for air$ food$ water$ clothing and shelter.& he distinction between real and artificial human needs relies on the distinction between a goods use value and symbolic value'

Real needs are satisfied by a goods use(value. Artificial needs are satisfied by a goods symbolic value.

)ut what does it mean for goods to have a use(value only* +ets take clothes$ a basic(needs good$ as an example. If clothes are to serve the sole purpose of protecting the human body from several environmental conditions$ then we really only need one type of t(shirt$ two types of trousers ,one short$ one long-$ no skirts ,as their utility is lower than that of trousers-$ one jumper and one coat$ for all human beings irrespective of gender$ race$ ethnicity$ religion$ class$ or other cultural bases of differentiation. .ince what was described as /real needs is not necessarily identical to /basic needs lets also take a different example' cars. If youre a bachelor you get a 0(door car$ if you have a family of four a 1(door$ if you have more children a mini(van$ if your job requires a truck of some sort. he same thing goes for pretty much all other products such as your home$ its furniture$ appliances and interior decoration. he only bases of differentiation in such a society are objective and scientific' occupation$ life(stage$ number of children$ gender ,only in certain cases- and a few others. I believe that this notion of real needs is based on an unrealistic understanding of the nature of human needs 2 in that it is a social and therefore not human 2 due to the degree of cultural uniformity that it demands. +ets take another view of people who believes that needs exist from the very start3 even without the existence of sales and marketing. 4eople$ in order to live$ have

these basic needs such as food$ clothing and shelter in order to survive. !arketers$ on the other hand$ exist in order to create something to respond to those needs. echnically$ marketers dont create needs they create MEANS T" RES*"ND to those needs and in return$ are able to earn profit from what they have created. #lso$ it is because basic needs do not change over time. hey remain as they are. 5hat changes are the trends$ style and the manner on which a product or service is delivered. #nd the role of marketers is to think creatively. )e dynamic. 6reate products based on what is in demand or what is trending in order for the consumers to appreciate what they are trying to offer. )ut the question is$ is there a change in the need* 7or example$ a person needs something to wear. 8uring summer$ marketers promote thin clothes and apparel in bursting bright and candy colors that fit the summer season. )ut during winter$ they promote thick and dark(colored ones. .o now$ has the need changed* It has not. .till$ the specific need here is 96+: ;IN<9. ;owever !arketers$ does create A+E or ARTI ICIAL NEEDS which look like needs but actual they are not. Concl,sion: In short$ I believe 4eoples needs are numerous and varied. )iologically$ people need only air$ water$ food$ clothing$ and shelter. )ut in modern society people also desire goods and services that provide a more comfortable or affluent standard of living. 5e want bottled water$ soft drinks$ and fruit juices$ not just water from the creek. 5e want salads$ burgers$ and pi%%as$ not just berries and nuts. 5e want jeans$ suits$ and coats$ not just woven reeds. 5e want apartments$ condominiums$ or houses$ not just mud huts. #nd$ as the saying goes$ "that is not the half of it.& 5e also want 8=8 players$ Internet service$ education$ homeland security$ cell phones$ health care$ and much more.

T&erefore to 'e Marketer doesn-t create !iolo.ical Needs &e /,st Identifies $ satisfies t&e' &o0e1er &e does create Social Needs2