Different type of demand are exist in the market for different type of products and services, which are discuss below. Marketer observed the demand in the market and take necessary action to change the nature of demand or adjust it with the help of different type of marketing tools and techniques.
A market is in state of negative demand if a major part of the market
(customer) dislikes the product and may even may pay a price to avoid it. Such
as vaccination, dental work, air travel 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.
2. No demand :
Target customers may be unaware of or not interested in the product. College
students may not be interested in foreign language course. A new service holder
may not be interest to take a life insurance policy.
The marketing task is to find ways to connect the benefits of the product with
the person’s natural needs and interests.
3. Latent demand :
Many customers may have a strong need that cannot be satisfied by any existing
product. There is a strong latent demand for harmless cigarettes and more fuel
efficient cars.
The marketing task is to measure the size of the potential market and take
necessary research program and develop products and services to satisfy the
demand if that are profitable.
4. Declining demand :
Every organization, sooner or later face declining demand for one or more of
its products. Such demand for gramophone, radio, black and white television
etc.
The marketer must analyze the cause of the decline and determine whether demand
can be restimulated by new target markets, by changing product features, by
price reduction or by more efficient and effective
communication.
5. Irregular demand :
Many organizations face demand that varies on a seasonal, daily, or even hourly
basis, causing problems of idle or overworked capacity. Such as road transport
city buses are idle during off - peak hours and insufficient during peak hours.
The marketing task is to find ways to alter the pattern of demand through flexible
pricing, promotion and other incentives.
6. Full demand :
Organizations often face full demand when they are pleased with their volume of
business.
Such as mobile phone companies faces full demand situation
in Bangladesh.
The marketing task is to maintain the current level of demand, so that they can
face the changing customer preferences and increasing competition. The
organization must maintain or improve its quality and continually measure
customer satisfaction.
7. Overfull demand :
Some organization face a full demand level that is higher then they can expect
or capable or want to handle. At present in Bangladesh L .P. gas companies
enjoying overfull demand.
The marketing task is to finding ways to reduce demand temporarily or
permanently. In this situation marketers generally take the steps to raising
price and reduce promotional activities and services.
8. Unwholesome demand :
Unwholesome demand is the demand of that products and services which are
harmful to the society. Organizations give their time, money, resource, effort
and energy to discourage the consumption of these type of products and
services. Such as unselling campaigns have been conducted against cigarettes,
alcohol, hard drugs, X - rated movies, large families etc.
The marketing task is to use negative messages and information ( harmful sides
of the products and services ) in promotional activities, increase the price
and reduce the availability of that products and
services.