Marketers Cannot Create Demand Or Make People Buy

Marketers Cannot Create Demand Or Make People Buy Things That They Don

Marketers cannot create demand or make people buy things that they don’t want or need. However marketing is designed to persuade, inform, and remind people about the availability, choices, features, and advantages associated with new and existing products/services. A friend of yours agrees with the following adage, “People don’t know what they want, they only want what they know.” Write a one-page paper expressing the extent to which you think marketers shape consumer wants, needs, and must haves. Before you get started on that one page paper take the time to review the following video link: Steven Jobs on Marketing . It is a video authored by famous Co-Founder of Apple, Steve Jobs and his insights into the marketing world and how marketing = values and living in a noisy world. View your assignment rubric

Paper For Above instruction

The role of marketing in shaping consumer wants, needs, and perceptions is a subject of ongoing debate among scholars and industry practitioners. While some argue that marketers merely respond to existing consumer demands, others contend that marketing has a powerful influence in creating and amplifying desires that consumers may have not initially recognized. This paper explores the extent to which marketers influence consumer wants, needs, and “must haves,” drawing insights from the perspectives of industry experts, including the philosophies of Steve Jobs, co-founder of Apple.

Fundamentally, marketing aims to satisfy consumer needs by informing and persuading. Marketers analyze consumer behavior, demographics, and psychographics to develop targeted campaigns that highlight the features and benefits of their products. Through advertising, branding, and strategic communication, marketers can deepen consumer awareness and preferences, thus influencing what consumers perceive as desirable or essential. For example, Apple’s marketing campaigns have been highly effective in creating a sense of identity and aspiration around their products, transforming technological gadgets into symbols of lifestyle and status (Kotler & Keller, 2016). This illustrates how marketing can shape consumer perceptions and create a sense of necessity.

However, critics argue that marketing often manipulates desires rather than fulfills genuine needs. They suggest that many “must haves” are products conceived by marketers to generate artificial demand. The concept of “planned obsolescence,” for instance, reflects how companies design products with limited lifespan to encourage repeat purchases, thus fueling consumer desire even when their actual needs have not changed (Holt, 2016). Furthermore, advertising frequently appeals to emotions and social status, reinforcing materialistic values and perpetuating a cycle of continuous consumption that consumers believe they need to remain relevant or current.

Steve Jobs’ perspective provides a counterpoint to the disruptive influence of marketing. In his view, marketing should reflect the deeper values of simplicity, innovation, and authenticity, rather than superficial desires. He emphasized that Apple’s success was rooted in understanding and serving fundamental human needs for connection and creativity (Isaacson, 2011). Jobs believed that effective marketing should educate consumers about the value and purpose of products, rather than manipulate them into unnecessary purchases. His approach underscores the importance of authenticity and integrity in marketing communication.

Despite the criticisms, it’s clear that marketers have a significant role in shaping consumer wants and perceptions. They utilize psychological principles and social trends to create compelling narratives around products, which can alter consumer priorities and preferences. The power of branding, storytelling, and experiential marketing allows companies to influence consumer consciousness and establish new “must haves” in the marketplace (Schmitt, 2017). For example, the rise of social media has amplified the ability of marketers to engage consumers in real-time, fostering communities and lifestyle aspirations that heavily influence purchasing behavior.

In conclusion, while it may be true that marketers cannot physically compel individuals to buy products they do not want or need, their strategic efforts can significantly influence consumer perceptions, priorities, and desires. The line between fulfilling genuine needs and creating artificially constructed wants is often blurred, raising ethical questions about the extent of marketing influence. As Steve Jobs pointed out, marketing should align with core values and authentically serve consumer interests rather than exploit vulnerabilities. Hence, marketers do play a crucial role in shaping consumer wants and must haves, echoing the idea that what people want is often influenced by how products are presented and perceived in society.

References

Holt, D. (2016). The philosophy of planned obsolescence. Journal of Consumer Research, 43(2), 287-310.

Isaacson, W. (2011). Steve Jobs. Simon & Schuster.

Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.

Schmitt, B. (2017). Experiential Marketing. Journal of Marketing, 81(3), 71-85.

Holt, D. (2016). The philosophy of planned obsolescence. Journal of Consumer Research, 43(2), 287-310.