MARKETING MANAGEMENT TASKS
Various states of demand & the corresponding marketing tasks:
Negative Demand: This occurs when a major part of the market dislikes the product & make even pay a price to avoid it. The marketing task is to analyse the reasons for his dislike & to find out whether a marketing program consist of product redesign low prices and more positive promotion could change the customers believes & attitudes.
No Demand: Here the target market may be uninterested or in different to the product. The marketing task is to find out ways to convert the benefits of the product with the person’s natural needs & interests.
Latent Demand: Many customers may share a strong need that cannot be satisfied by any existing product. There is a strong latent demand for fuel efficient vehicles. The marketing task is to measure the size of the potential markets and develop effective goods and services that satisfy the demand.
Falling Demand: Every organisation sooner or later faces a falling demand for one or more of its products. The market must analyse the causes of market decline and determine whether demand can be re stimulated by finding new target market charming the product features or developing more effective communication. The marketing task is to reverse the declining demand through creative re marketing of the product.
Irregular Demand: Many organisations face demand that various a seasonal daily or even hourly basis selling problems of idle capacity of over worked capacity. Ex: Museums & Holiday resorts. The marketing task called syncro marketing is to find ways to alter the time pattern of the demand through flexible pricing, promotion & other incentives.
Full Demand: This is an ideal situation organisation face full demand when they are satisfied with their volume of business; the marketing task is to maintenance the current level of demand in the phase of changing consumer preferences & increasing competition. The organisations must keep up or improve its quality and continuously measure consumer satisfaction to make sure it is doing a good job.
Overfull Demand: Some organisations like Maruti Udyog 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 the demand temporarily or permanently. General marketing & reducing promotion & service is one way of handling this situation.
UN whole Demand: Un whole some product requires organised efforts to discourage their consumption. Campaigns have been conducted against cigarettes, alcohol & hard drugs. The marketing task is to help people give up the habit by using such tools as fear communication price likes & reduced availability.
Source: Books & Notes
Tags: Demand, Demand and Supply, Direct Marketing, income, Indirect Marketing, Loss, Management, Marketing, Marketing Management, Marketing management Tasks, Marketing Tasks, MBA, MBA Career, MBA Management, MBA Marketing, Profit, Profit & Loss, revenue, Rural marketing, sales, Supply, volume
By: Management Duniya
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