A marketer seeks a response from prospects in the form of attention, purchase, or donation. Marketers are skilled at stimulating demand for their products. There are eight demand states that range from negative demand where consumers dislike a product to overfull demand where more consumers want to buy a product than can be satisfied. Core marketing concepts include understanding needs, wants, and demands where needs become wants when directed toward specific products, and wants combined with buying power create demand. Marketers identify target markets within segments that present the greatest opportunities based on customer needs.

1. MARKETERS AND
PROSPECTSA marketer is someone who seeks a response
it could be an attention, a purchase or a
donation from another party called prospect.
Marketers are skilled at stimulating demand
for their product.

2. EIGHT DEMAND STATES(1) NEGATIVE DEMAND- Consumer dislike the
product and may even pay to avoid it.
(2) NON EXISTING DEMAND (NO DEMAND)Consumer may be uninterested in the product.
(3) LATENT DEMAND- Many consumer may share
a strong need that cannot be satisfied by an existing
product.

3. (4) DECLINING DEMAND- Consumers begin to buy
the product less frequently or not at all.
(5) IRREGULAR DEMAND— Consumer purchases vary
on a seasonal, monthly, weekly, daily, or even hourly basis.
(6) FULL DEMAND— Consumers are adequately buying
all products put into the marketplace.

4. (7) OVERFULL DEMAND- More consumers
would like to buy the product than can be satisfied.
(8) UNWHOLESOME DEMAND—
Consumers may be attracted to products that have
undesirable so-cial consequences.

5. STRUCTURE OF FLOWS
IN A MODERN EXCHANGE
ECONOMY

6. CORE MARKETING
CONCEPTS
NEEDS, WANTS, AND DEMANDS
Needs - state of felt deprivation including physical,
social, and individual needs.

7. THIS IS A WANT
WANTS – Needs
become wants when
they are directed to
specific objects that
might satisfy the
need.

8. THIS IS DEMAND
Wants
Buying Power
DEMAND

9. CUSTOMER NEEDS
Stated needs
Real needs
Unstated needs
Delight needs
Secret needs

10. Target market :-Every customer has different choices as per
their needs and identifying market
segments the marketer decides which
present greatest opportunities which
are their target markets.
Positioning :- Positioning is the process by which
marketers try to create an image or
identity in the minds of their target
market for its product, service,
idea, brand, or organization.
Segmentation:- When the marketers start dividing the
market in to segments as per customers
choices is known as Segmentation.