What is demand? This is the most important characteristic of the market. In marketing - this is the main object of continuous observation, detailed study and impact on people.
Demand (by definition) is a need,Presented on the market and constantly reinforced with money. We can not speak of its solvency, because the demand of any kind is by definition a solvent, and otherwise it is simply a necessity. This concept can also be defined as an opportunity and intention of the consumer to purchase a specific product in a particular place and at a certain time. The demand forks are different.
Purchasing is a complex phenomenon thatconsists of different elements that have certain social, economic, demographic characteristics, as well as regional ones. Such components make it possible to differentiate the types of consumer demand by different characteristics. These actions facilitate its adjustment. To date, there are the following types of demand:
1. Negative (for goods or services). The market does not accept a product or service. The task of marketing in this case is to study the source of resistance and determine the ability of the marketing program to change the negative attitude to the positive through the modernization of the goods and even more active stimulation of buyers.
2. Lack of demand. It happens that consumers do not attract the goods or they are indifferent to it. What to do? How to act? It is necessary to find ways of linking the basic properties of the goods with the natural (daily) needs of man and his interests.
3. Hidden. This is the demand for a product that does not exist. Many people dream of having a product that does not exist at all. In this case, the task of marketing will be to determine the magnitude of the potential market and create effective products and services that can satisfy this demand.
4. What other types of demand exist? We analyze further: the falling one. At saturation with the goods of the market demand falls all more low and more low. Marketers need to conduct a thorough analysis of the causes of its fall, as well as to find out whether it is possible to again stimulate the sale of goods (services) by searching for new markets and modifying the goods.
5. Irregular. Depending on the season and even the day, the sale of goods may fluctuate. We need to look for ways to smooth out such fluctuations and distribute the demand over time with the help of flexible prices, various incentive measures and other methods of motivating consumers.
6. Supported. Usually, in this situation, the company is satisfied with its own trading turnover. Types of demand are characterized by its shortage, and in the case when the demand is constantly maintained, this is the most pleasant situation. The task of marketing is to maintain the existing level, despite the constantly changing preferences and tastes of consumers, growing competition. The product should be of high quality, and the company's employees constantly assess the level of customer satisfaction, then to analyze the correctness of their actions.
7. The demand is excessive. In this state of affairs, he is above supply, the firm can not (or does not want) to satisfy it. We need to look for ways to permanently or temporarily reduce such a high demand. You can do this by increasing prices or reducing the service. This company policy is called demarketing.
8. Undesirable. This is the demand for a product that has proved to be harmful to health. In this case it is necessary to convince consumers of "bad" goods to abandon bad habits; disseminate intimidating information, provide statistical data; sharply raise prices and limit the availability of this product.
So we examined the types of demand in marketing.