Which one of the following is the demand state where “Consumers dislike the product and may even pay to avoid it” ?
Negative demand
Negative demand — option 3. The words “dislike the product and may even pay to avoid it” are Kotler’s own definition, and the phrase pay to avoid is what makes negative demand unique among the eight states.
The eight demand states and the marketing task each calls for. The premise of the framework is that marketing management is demand management — the task is not always to increase demand, but to bring its level and timing into line with the organisation’s objectives.
| Demand state | Situation | Task |
|---|---|---|
| Negative | Consumers dislike the product and would pay to avoid it — dental work, vaccination, insurance | Conversional marketing — analyse the source of the dislike and redesign, reprice or re-promote to convert it into positive demand |
| No demand | Consumers are unaware of or indifferent to it | Stimulational marketing |
| Latent | A want exists that no existing product satisfies | Developmental marketing — develop the product |
| Declining | Demand is falling over time | Remarketing — find new markets, features or appeals |
| Irregular | Demand fluctuates seasonally, daily or hourly | Synchromarketing — shift it with pricing and promotion |
| Full | Demand equals what the firm can supply | Maintenance marketing |
| Overfull | Demand exceeds capacity | Demarketing — discourage it, generally or selectively |
| Unwholesome | The product is harmful — cigarettes, narcotics | Countermarketing — destroy the demand altogether |
Why option 1 is the real trap. Negative and unwholesome demand are opposites, though both sound “bad”. In negative demand the consumer dislikes something that is good for him and the marketer works to increase demand. In unwholesome demand the consumer wants something harmful and the marketer, or society, works to destroy demand. The dislike lies with the buyer in one case and with society in the other.
Options 2 and 4 fail on the same test: in declining demand consumers still want the product, only fewer of them do; in latent demand they want it strongly and cannot get it. Neither involves any dislike at all.
Hence, the answer is Negative demand.
Similar Questions
Marketers have traditionally classified products on the basis of three characteristics : __________ , tangibility and use.
Which one of the following can be legally protected ?
Match the items of List-I with the items of List-II and indicate the code of correct matching:
List-I List-II a. Latent demand i. More consumers would like to buy the product than can be satisfied. b. Full demand ii. Consumers may be attracted to products that have undesirable social consequences. c. Overfull demand iii. Consumers may share a strong need that cannot be satisfied by an existing product. d. Unwholesome demand iv. Consumers are adequately buying all products put into the market place. Codes:
Match the items of List-I with those of List-II and indicate the code of correct matching:
List-I List-II a. Core benefit i. Bed, bathroom, towel, desk and closet b. Basic product ii. Clean bed sheet c. Expected product iii. Rest and sleep Codes:
“The customer wants an inexpensive car”. This is an example of which one of the following type of needs ?
Assertion (A) : Marketers are increasingly asked to justify their investments in financial and profitability terms and rarely in terms of building the brand and customer base.
Reasoning (R) : Organizations recognize that little of their market value comes from intangible assets.
Code :
According to Five-Stage Model of the Consumer Buying Process, which one of the following sequence is followed ?
Which of the following category of goods and services is most likely to require an aggressive use of the selling concept ?
What are the four main components of holistic marketing ?
According to the __________ theory, marketers can enhance demand for a product by associating it with strong drives, using motivating cues and providing positive re-enforcement.
Important Questions from Marketing: Concept and approaches
Arrange the following stages in the marketing process of an enterprise:
A. Marketing Mix
B. Marketing program implementation
C. Marketing planning
D. Market research
E. Control and evaluation of marketing programs
Choose thecorrectanswer from the options given below:
Which of the following is the characteristic of a product?
Which of the following is an example of durable goods?
Traditionally, marketing has been viewed as:
_______ is making it more a challenge today than ever before, to upgrade customer services to get an edge over the competitiors.
