Major Tasks of Marketing Management - Summary of Kotler
Major Tasks of Marketing Management
The popular image of the marketer is that he is a professional whose job is to create and maintain demand for something. Unfortunately, this is too limited a view of the range of marketing challenges he faces. Depending upon the type of demand, the different marketing tasks can be classified into eight types:
1. Negative Demand:
|Definition |A state in which all or most of the important segments of the potential market dislike the |
| |product and in fact might conceivably pay a price to avoid it. |
|Examples |Vegetarians feel negative demand for meat of all kinds. |
|Challenges for the Marketer |Conversional Marketing: The marketer faces a market that dislikes the object. The challenge is to|
| |develop a plan that will cause demand to rise from negative to positive and eventually equal the |
| |positive supply level. |
2. No Demand:
|Definition |A state in which all or most of the important segments of the potential market are uninterested |
| |or indifferent to a particular object. Three different categories of objects are characterized by|
| |no demand. 1. Those that are perceived as having no value. 2. Familiar objects that are |
| |recognised to have value but not in the particular market. 3. No demand because of no knowledge |
| |of the object. |
|Examples |1. Urban junk such as disposable coke bottles.
The popular image of the marketer is that he is a professional whose job is to create and maintain demand for something. Unfortunately, this is too limited a view of the range of marketing challenges he faces. Depending upon the type of demand, the different marketing tasks can be classified into eight types:
1. Negative Demand:
|Definition |A state in which all or most of the important segments of the potential market dislike the |
| |product and in fact might conceivably pay a price to avoid it. |
|Examples |Vegetarians feel negative demand for meat of all kinds. |
|Challenges for the Marketer |Conversional Marketing: The marketer faces a market that dislikes the object. The challenge is to|
| |develop a plan that will cause demand to rise from negative to positive and eventually equal the |
| |positive supply level. |
2. No Demand:
|Definition |A state in which all or most of the important segments of the potential market are uninterested |
| |or indifferent to a particular object. Three different categories of objects are characterized by|
| |no demand. 1. Those that are perceived as having no value. 2. Familiar objects that are |
| |recognised to have value but not in the particular market. 3. No demand because of no knowledge |
| |of the object. |
|Examples |1. Urban junk such as disposable coke bottles.