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Marketing Debate - Does Marketing Create or Satisfy Need? Name Institution Research and experience have shown that marketing is one of the most important activities of a company despite the industry the firm is located in. As the market gets increasingly competitive today, there need to be strategies created to give any company an upper hand in the market. However, a great controversy has surrounded the marketing activity, as to whether it creates or satisfies the needs of the customer. While the consumers feel that Marketing does create the needs they have by exposing them to, marketers argue that their clients can distinguish between their wants and their needs. Marketing, however, does not create needs of the consumer but enlightens and satisfies the needs of the customer. With a lot of competitors looking to profit from a tiny market, marketing strategies need to use the best possible strategies to attract the most consumers. These strategies include the analysis of consumer’s behavior, the geography of the market and the demographic composition. With this information, they can communicate and convince their target customer. This, therefore, means that marketing is “the process of creating customer value through creative strategies around consumer wants and needs, in turn, increasing brand awareness and overall profits throughout the industry.” (Kotler & Keller, 2015) While marketing the products, needs are viewed as the “state of felt deprivation, where one lacks the necessity deemed necessary in society, such as physical needs for food, clothing, warmth, and safety.” This, therefore, means that the marketing advertisements do not create the
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