Become a Member
Guides and Reports
Show All »
Metrics & ROI
Search Engine Marketing
More Marketing Topics »
See All »
Schedule of Events
Virtual Conference Series
Products and Services
Post a Question
Quick Start Guide
Find and Post Jobs
Real-World Education for Modern Marketers
Join Over 614,000 Marketing Professionals
Ask your question ... sign up today! It's FREE!
Just for Fun
MProfs PRO Seminar Q&A
Topic: Student Questions
Search more Know-How Exchange Q&A from Marketing Experts
This question has been answered, and points have been awarded.
Does Marketing Shape Consumer Needs And Wants?
Posted by Anonymous on
10/19/2006 at 12:48 PM ET
A lot of discussions about Marketing creating needs or not...I have an assignment on whether Marketing shapes consumer needs and wants. Hoping you could all help me out and let me know your opinion.
10/20/2006 at 4:43 PM
"If we had listened to customers, we would have made them a faster horse" (Henry Ford)
"Who cares what customers think -- we haven't told them what to think" (Andy Grove)
Yes, marketing shapes customer wants and needs. By framing the context, you uncover what is 'missing' and what can solve the 'problem'.
At Iomega, we developed a world where you could organize your stuff -- your hard drive had endless space on it, but now you could 'organize' it on discs.
At Plantronics, we told you that 'life takes both hands' and that using a headset was better than holding a phone to the side of your head. Sure, handsets work just fine, but think of all the things you could be doing while you talk -- life doesn't wait just because you're on the phone.
What does your product or service do, in real terms? How does your customer's life change as a result? If you went forward in time a year and spoke to your new customer at a cocktail party and asked them how their life had changed over the past year, what would they tell you?
How is your product or service uniquely different from your competition? What do you do that they don't -- what tangible or intangible benefits do you provide? If you wrote the description of your product, how could you do it so that your competition couldn't follow you? How could you draw them out over the thin ice of your unique brand positioning?
Answer these questions and you'll get there -- marketing needs to frame customer context; this is what creates wants and needs. Good luck --
10/27/2006 at 5:09 PM
Marketing certainly does not create consumer needs. It fulfills them. I'm not sure about "shaping" needs, because I'm not sure what "shape" means in this context.
Shape is probably a metaphor when used this way. Needs are not inherently round or square or triangular, so it's pretty hard to "shape" them literally.
If by "shape" you mean adjust or adapt, then marketing probably does help to shape consumer needs. Women have a need to look attractive, and in Western cultures that often means thin, blonde, good complexion, etc. The need to look attractive wasn't created by marketing, but the "shape" of that need was undoubtedly affected by marketing.
Hope this helps.
11/2/2006 at 8:55 AM
I am closing this question since it's more than 2 weeks old. We do this to reward the contributions of participants in a timely manner + to give increased visibility to the newer questions.
Thanks for participating!
Carrie (Production Editor)
BACK TO TOP
Post a Comment
What the ALS Ice Bucket Challenge Can Teach Us About Content ...
by Lauren Covello
The Emotions That Make Images Go Viral
by Ayaz Nanji
Five Ways Color Affects Brand Development
by Jon Feagain
The Seven Deadly Sins of Marketing Automation
by Hana Abaza
Why You Need to Stop Avoiding Google+
by Samantha Shelley
See more marketing articles »
MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that
provide your social data to 3rd parties
contact friends on your network
post messages on your behalf
interact with your social accounts
Your data is secure with