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Marketing: Creating Needs/Wants or Satisfying Desire?

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Marketing has often been defined in terms of satisfying customers' needs and wants. Critics maintain that marketing does much more than satisfying customers' needs and wants; they argue that, in fact, marketing creates needs and wants that did not exist before. According to these critics, marketers encourage consumers to spend more money than they should on goods and services they really do not need. What is your opinion of this on-going debate? Take a stance, and defend your position using examples of companies that you perceive to have created or satisfied customer needs.

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Solution Summary

This solution discusses if marketing creates needs and wants that did not exist before, encouraging consumers to spend more money than they should on goods and services than they really need or if marketing satisfies customers' needs and wants. Examples are given of companies and APA references are supplied.

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Marketing absolutely creates demand and desire. Does it make consumers spend money wastefully? Who can decide this? Consumers, in making the decision to spend, are exchanging money in hopes of gaining more pleasure from the product than the money they currently hold gives to them. Consumers work at getting maximum utility from their money, since it is a fixed amount. Marketing offers a service to consumers by highlighting products, showcasing features and options, and making the customer aware. If marketing did not exist, than consumers would need to rely on word of mouth or some other primitive form of communication that may or may not be factually based. The consumer would have less information and most ...

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Sally Baldwin, Ed.D
Education
  • BA, University of Southern California
  • MSS, United States Sports Academy
  • Ed.D, Boise State University
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