Concept Of Need
The starting point of marketing is human needs. Foods, clothes, air, shelter, water, sex are human needs. Similarly, human beings desire to have education, entertainment, security, relationship etc. The needs of human beings can be classified in physiological security, social and other needs.
The desire for fulfilling needs is called want. The things to satisfy needs are different from person-to-person and society-to-society. However, culture, social class, individual personality, preference etc. direct wants.
When needs reach a decisive level, then the stage of anxiety arises in consumers. This is called drive. Drive forces consumers to conduct such activities that can reduce the level of anxiety related with needs. They can reach this level only by taking initiative to get such goods or services to satisfy the needs.
Demands are those human needs, which are supported by ability and readiness to buy them. Even though human needs are unlimited, due to limited resources goods or services should be selected which can give maximum satisfaction and utility.
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Concept Of Wants
The desire for fulfilling needs is called want. The things to satisfy needs are different from person-to-person and society-to-society. However, culture, social class, individual personality, preference etc. direct wants.
Concept Of Drive
When needs reach a decisive level, then the stage of anxiety arises in consumers. This is called drive. Drive forces consumers to conduct such activities that can reduce the level of anxiety related with needs. They can reach this level only by taking initiative to get such goods or services to satisfy the needs.
Concept Of Demand
Demands are those human needs, which are supported by ability and readiness to buy them. Even though human needs are unlimited, due to limited resources goods or services should be selected which can give maximum satisfaction and utility.
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Marketing does not create needs, but it can affect wants. The needs emerge in persons through physical, social and personal processes. It can affect wants by providing proper goods or services to satisfy the needs according to the cultural, social and personal context. Marketing can affect demand by providing different quality goods of different prices.
