MGT Notes

Reference: Marketing Management by Kotler Keller 14e (Pg 30)

As we saw in the previous post, marketers are responsible for overall demand management for an organization. They can face the following types of demand:

• Negative demand – The product is disliked and avoided.
• Non-existing demand – Little to no awareness of the product
• Latent demand – Demand that exists when existing products do not satisfy customer’s needs.
• Decling demand – Customers are moving away from the product as time passes.
• Irregular demand – Demand is not consistent and can vary with time.
• Full demand – Customers responding to marketing and purchasing products as expected.
• Overfull demand – Customers want more of the product than is produced or available.
• Unwholesome demand – Customers want a non-socially beneficial product.
  Marketers analyze the existing demand state and work towards moving it to a more desirable state.