Taking position
It is certain that needs and wants exist that must be satisfied by human beings in the course of their survival. Various marketers; therefore, endeavor to gratify the needs of the populace, and they do it through advertisement to inform the public that they stock what they want. I, therefore, disagree with the statement that marketing modifies the consumers’ wishes and wants.
Instead, marketing simply imitates the needs and the wishes of the clients. “A defender of marketing would maintain that the marketing system merely reflects society’s needs and wants” (Reynolds & Lancaster 2005). Needs of the people fluctuate depending on the locale and other socioeconomic factors. A restaurant in China will sell different foods from a restaurant in United States due to cultural and societal differences.
Consumers would like to obtain all their wants, but the means of acquiring it may not be easy. The marketers, therefore, meet the wants by locating the businesses where various segments can afford what they want. In this way, marketers reflect but not modify the people’s needs and wants.
Supporting the position
The community realized the need for communication thus the need for possessing a phone. The society, therefore, strive to buy various phones depending on preference and economic status of a person. The marketers are just polishing on what they have so as to win customers’ confidence; consequently, they maneuver their way to win customers over other competitors.
The companies strive to maintain their customers by delivering value and satisfaction. It is noted that satisfaction is in consumer mind as a combination of service, quality and price.
Consequently, buyers will not hesitate to pay elevated prices for a good or service if they get the value for money (Lancaster & Reynolds 2005). If the company provides a consistent satisfaction to its customers, then they become loyal to it and repeat their visits.
The uniqueness of a Company’s product ensures that it sells more than its competitors. This happens when a company manufactures unique brands and services which are instilled in people’s minds. Exceptional style in a product ensures a large customer base; consequently, they are willing to sacrifice high costs.
Marketers also use segmentation technique to satisfy the needs of the consumers, meaning that companies must target where to market their yields. They consider factors like behavior, geography, as well as, population distribution when marketing. It is crucial to note that marketers use the basic conduits of marketing to reach consumers. Communiqué channel makes use of media to tell people about the product.
Distribution channel makes use of wholesales, stockrooms and sellers to avail products to consumers. Service canals are like economic institutions and carriers which are involved in fiscal matters and service deliverance. These channels, therefore, reflect but do not modify the needs and wants of the target market (Lambin 2008).
Marketing relies on talents and tools which include sales power, publicity, promotion, as well as, exploration. The text argues that adverts on the TV and other media are meant to instill a sense of need in the consumer. The aim of such advertisements is to inform the customers that the products they need are available (Lambin 2008).
Furthermore, marketers are advised to couple them with a variety of innovation, buyer relationships and others, so as ensure authenticity in selling. It is imperative for companies to instill a sense of ethics in their dealings to win customer confidence and maintain them.
In contrast to the text, both small and large companies must market to reflect the needs as well as the wants of the customers. All marketing mix is designed to reflect the needs, as well as wants of the people, but they do not modify them.
References
Lambin, J. (2008). Changing Market Relationships in the Internet Age. Belgique; Presses univ. de Louvain.
Lancaster, G. & Reynolds, P. (2005). Management of marketing. Oxford: Butterworth Heinemann.