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.”
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;
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.
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.