01.15 Marketing Management As Demand Management
Marketers are skilled in stimulating demand for a company’s products. But this is too limited view of tasks marketers performs. Just as production and logistics professionals are responsible for “supply management: marketers are responsible for “Demand management.”
Marketing Managers undertake the following 3 responsibilities in order to meet the organizational objectives;
1. To influence the level of demand
2. To influence the timing of demand and
3. To influence the composition of demand.
In accomplishing these responsibilities, it is useful for marketing managers to identify different states of demand and the corresponding tasks facing them, which is given below;
1. Negative demand
A market is in a state of negative demand if a major part of the market dislikes the product and may even pay a price to avoid it.
Ex; vaccinations, dental works, vasectomies etc,The marketing task is to analyze why the market dislikes the product and whether a marketing program consisting of product redesign, lower prices and more positive promotion can change beliefs and attitudes.