A. Marketing merely reflects the needs and wants of customers. B. Marketing shapes consumer needs and wants. Part A
'Marketing merely reflects the needs and wants of customers.' We all need to eat, drink and sleep and reproduce, this is all part of who we are as human beings. Therefore at the basic level companies will strive to satisfy these functions and keep doing so by once in a while showing advertisements that tells the public that they are around and can provide the products they need. The other aspect is that needs vary depending on what country you live in. "For example a consumer in the United States may need food but may want a hamburger, french fries and a soft drink and a person that lives in Mauritius that needs food may want a mango, rice, lentils and beans. Wants are shaped by our society." The other part is wants, everybody can want something but only a few has the means to acquire it. A good example would be that everyone wants to eat out at expensive restaurants everyday but in reality only very few people can actually afford that lifestyle. This is why various segments have been created to target different groups and classes of people. Marketers must therefore continually be creating and developing attractive products and then in turn devising a brilliant marketing strategy to win the consumer over to buy their product over other competing products. Companies strive to retain their customer base by delivering value and satisfaction from their products and this is formulated in consumers' minds as a combination of service, quality and price. Some consumers would not mind paying a higher price for an item or service if they received very good service. This is all part of what a consumer's expectations on a product are, if these perceived expectations are met time after time then they become a loyal customer to that particular company. We as people like consistency and if a marketer provides consistent service in addition to great products...
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