Marketing Concepts and Philosophies Lecture 2 Lecture Outline

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Lecture 2 Risk And Return - part 1 october 15 (3), profitability and market

Overfull Demand

  • Suddenly people are likely buying more products. These create the shortage of supply and an increase in prices.
  • For example: at the time of Vacation, the price of hotel rooms and reservations increase.

Unwholesome Demand

  • People are aware of the bad effect of the product but they are still attracted to this.
  • A cigarette is the best example of it.

Types of Demand (Workshop)

  • Consumer purchases vary on a seasonal, monthly, weekly, daily, or even hourly basis
  • Consumers dislike the product and may even pay to avoid it.
  • Consumers may be attracted to products that have undesirable social consequences.
  • Consumers may be unaware of or uninterested in the product.
  • Consumers may share a strong need that cannot be satisfied by an existing product.
  • Consumers are adequately buying all products put into the marketplace.
  • Consumers begin to buy the product less frequently or not at all.
  • More consumers would like to buy the product than can be satisfied.

1. Negative

2. Nonexistent

3. Latent

4. Declining

5. Irregular

6. Full

7. Overfull

8. Unwholesome

Types of Demand

In each case, marketers must identify the underlying cause(s) of the demand state and determine a plan of action to shift demand to a more desired state.

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