Negative demand no demand latent demand faltering

Info icon This preview shows pages 16–18. Sign up to view the full content.

View Full Document Right Arrow Icon
Negative demand No demand Latent demand Faltering demand Irregular demand Full demand Overfull demand Unwholesome demand Disabuse demand Create demand Develop demand Revitablize demand Synchronize demand Maintain demand Reduce demand Destroy demand Conversional marketing Stimulational marketing Developmental marketing Remarketing Synchro marketing Maintenance marketing Demarketing Countermarketing Conversional marketing Conversional marketing grows out of the state of negative demand. Negative demand is a state in which all or most of the important segments of the potential market dislike the product or service and in fact might conceivably pay a price to avoid it. Negative demand, far from being a rare condition, applies to many products and services. Vegetarians feel negative demand for meats of all kinds. People have a negative demand for vaccinations, dental work. Vasectomies and gall bladder operations. Many travellers have a negative demand for air travel; others have a negative demand for rail travel. Places such as the North Pole and the desert wastelands are in negative demand by tourists. Atheism, exconvicts, military service, and even work are in negative demand by certain groups. The challenge of negative demand to marketing management, especially in the face of a positive supply, is to develop a plan that will cause demand to rise from negative to positive and eventually equal the positive supply level. We call this marketing task conversional marketing. Stimulational Marketing There is a whole range of products and services for which there is no demand. Instead of people having negative, or positive feelings toward the offering, they are indifferent or uninterested. No demand is a state in which all or important segments of a potential market are uninterested in or indifferent to a particular offering. Annamalai University
Image of page 16

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
15 Three different categories of offering are characterized by no demand. First, there are those familiar objects that are perceived as having no value. Examples would be urban junk such as disposable coke bottles, old barbed wire, and political buttons right after an election. Second, there are those familiar objects that are recognized to have value but not in the particular market. Examples would include boats in areas not near any water, snowmobile in areas where it never snows, and burglar alarms in areas where there is no crime. Third, there are those unfamiliar objects that are innovated and face a situation of no demand because the relevant market has no knowledge of the object. Examples would include trinkers of all kinds that people might buy if exposed to but would not normally think about or desire. The task of converting no demand into positive demand is called stimulational marketing. Stimulational marketing is a tough task because the marketer does no even start with a semblance of latent demand for the offering. He can proceed in three ways. The first is to try to connect the product or service with some existing need in the marketplace.
Image of page 17
Image of page 18
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern