Question 1 Marketing Management is the demand management –A logical discussion.

Answer: Demand is the want back by purchasing capability. Example: when a man wants to buy
a car and he has the ability to do so, that is demand.
Marketing management is the process of planning, organizing, implementing and controlling
marketing strategies. The task of marketing management is to increase the demand of his
products. For this, he has to create demand for his products in time, maintain the expected level
of demand and try to fulfill the demand. So it is said that, marketing management is the demand
management.
           According to Evans & Berman, “Marketing includes anticipating demand, managing
demand and satisfying demand.”
           We know, demands are wants for specific products backed by an ability to pay. Many
people may have wants for a product, but only a few are willing and able to buy. We will
consider those, who have willingness and ability to pay to fulfill the wants. This demand can be
changed time to time. To meet up these changing demands, marketing management has to take
different strategies.
          Various types of demand and marketing management’s task to cope with these demands
are discussed in below-
1.   Negative demand: Negative demand indicates the situation, when consumers dislike the
products and may even pay a price to avoid it.

For example: Vaccines of cholera. People dislike it because of its health hazards.   
           Management task:
a.   To investigate the causes of dislike the product.
b.   Implement new marketing strategies to change the customer’s attitude regarding the
products.
c.   Re-design the product.
d.   Reduce the price of the products.

          As the function of marketing management is to convert negative demand into positive

demand, so these types of task of marketing management are called conversional marketing.

2.   No demand: No demand indicates the situation, when consumers may be unaware or
uninterested in the product. In case of new product or due to lack of promotional activities, no
demand can be created.

For example: Language course for S.S.C level students. Actually Unsought products, demand of
washing machine for solvent housewife of village.

Management task: Marketing management can create demand for the product, which has no
demand by the following way-
a.   Include the product in the existing product line.
b.   Provide exciting information about the product quality and use of the product, so that the
customers become stimulated and attracted to purchase the product.
c.   Invention of substitute products.

           These types of task of marketing management are called stimulating marketing.

3.   Latent demand: Latent demand indicates the situation, when consumers may share a strong
need that cannot be satisfied by an existing product.

            For example: Insulin as oral pill.

          This latent demand creates opportunities for the marketers. If anyone can convert the latent
product into reality, then he will earn much profit.
           Management task:
a.   Measuring the actual demand of the product.
b.   Determine the number of probable customer.
c.   Try to convert the latent demand into reality.

          These types of task of marketing management are called development marketing.

4.   Declining demand: Declining demand indicates the situation, when consumers begin to buy
the product less frequently or, not at all.

For example: The use of typewriter is reducing.

Management task: The main task of marketing management is to establish a new life cycle for
the products. For this, management has to perform the following task-
a.   Identify the causes of reducing demand.
b.   Search for new customer.
c.   Distribute the product at lower price.

These types of task of marketing management are called remarketing.

5.   Irregular demand: Irregular demand indicates the situation, when consumer purchases vary
on a seasonal, monthly, weekly, daily, or even early basis.

For example: In holidays, demand for amusement park increases.

Management task:
a.   Through marketing activities, convert the irregular demand into regular demand.
b.   Through price, promotion and other incentives, try to increase the demand on off peak
season.

These types of task of marketing management are called synchro marketing.

6.   Full demand: When the demand and supply of a product is equal, then it is called full
demand. Full demand indicates the situation, when consumers are adequately buying all products
put into the market place.

            Example: Demand of sunsilk, rin power white detergent ETC.

Management task: Under the full demand situation, marketing management tries to hold the
demand for the product. For this, marketing management has to perform the following task-
a.   Investigate the overall condition of the product time to time.
b.   Maintain reasonable price.
c.   Provide incentives to the dealers.
d.   Control the marketing cost of the product.

These types of task of marketing management are called maintenance marketing.

7.   Overfull demand: When the actual demand is greater than the company’s expected demand
then it is called overfull demand.

For example: In Bangladesh, the demand for electricity is always greater than the supply.

Management task: Marketing management has to perform the following task-

a.   Increase public awareness through promotional effort.
b.   Increase the price of the product.
c.   Reduce the quality of the product.
d.   Reduce the service.
e.   Reduce the supply of the product into less profitable market.

These types of task of marketing management are called De marketing.

8.   Unwholesome demand: Unwholesome demand indicates the situation, when consumers

may be attracted to products that have undesirable social consequences. That means, when the
demand for products threatened the social wellbeing then this type of demand is called
unwholesome demand.

For example: Demand for tobacco, cigarettes, drugs etc.

Management task:
a.   Destruction of demand for the product.
b.   Creation of public awareness regarding the bad effects of the products.
c.   Increase the price of the products.
d.   Make the product scarce.
     
These types of task of marketing management are called counter marketing.
             In each case, marketers must identify the underlying causes of the demand state and then
determine a plan for action to shift the demand to a more desired state.
This way marketing manager need to manage other demand also. This is why marketing
management also called demand management.

Question 2: Product classes help in planning marketing strategies: A logical discussion.

Different types of products has different sets of attributes and need. You can not set a universal
marketing strategy for all the products. let’s first see some of the marketing strategy for the
different classes of products.
Convenience goods:

Convenience goods can be further divided into impulse goods, emergencies goods, and staples.

Staples are products that consumers purchase regularly. For example, one buyer might routinely
purchase Heinz Ketchup, Colgate toothpaste, and Ritz crackers. It needs intense distribution as
marketing strategy and brand name is important.

Impulse goods are purchased with no planning or search effort. These goods are usually
available in many retail outlets because customer typically doesn’t look for them.  For this
displaying and salesmanship is important strategy. You will find candy bars and magazines place
next to the checkout counters because shoppers may not have thought of buying them until they
spot them in a convenient location.

Emergency goods are purchased when they need is urgent. For example, umbrellas during a
rainstorm, salt for icy driveways, and aspirin if you have a headache. Manufacturers of
emergency products will place them in many outlets to capture the sale when the customer needs
the products. Place choice is important.

Shopping goods:

For shopping goods like cloths, show etc. we follow a strategy that contains brand name and
good packaging, quality, prestige and service is also important. Role of salesman is important
and selective distribution.

Specialty Goods:

Goods with unique characteristics and our brand identification for which a significant group of
buyers is habitually willing to make a special purchasing effort.

Examples include specific brands and types of fancy goods, cars, audio components, and men
suits.

Strategy: Brand name & brand loyalty very important. Selective distribution, sometime exclusive
distribution. Normally zero or one level distribution channel is used. Promotional activities are
taken by sellers and producers.

Unsought Goods:

Goods that the customer does not know about or knows about but does not normally think of
buying.
New products, such as carbon monoxide detectors and paper shredders, are unsought Goods until
the customer is made aware of them through advertising.

Advertising and salesmanship both are important in this case.

Materials and Parts: Goods that enter the manufacturer’s product completely. They fall into
two classes:  Raw materials and manufactured materials and parts.

For farm goods we need;

 Many producers

 Marketing intermediaries

 Lengthy distribution line.

For natural product;

 Limited supply

 Direct marketing channel

Capital item:

Capital product items need to have classifications of products.

Goods that enter the finished product partly. They include two group’s installations and
accessory equipment.

Installations consist of buildings (e.g., manufacturing plants and offices)  and fix equipment
(e.g., drill presses, computers, elevators, and generators).  

Installations are major purchases. They are usually bought directly from the producer, with a
typical sale preceded by long negotiations.

Here we can see that for each type of products we have to follow a different marketing and also
a different distribution strategy. So we can logically agree that product classification helps
making marketing strategy.
Question 4: Discussion of need,want,demand and market : Example from same perspective.

Need:
A need is a consumer's desire for a product's or services specific benefit, whether that be
functional or emotional. On the other hand, a consumer want is the desire for products or
services that are not necessary, but which consumers wish for. For example, food is considered a
consumer need.
Example: During the spread of corona virus people of Bangladesh felt that they need something
to sanitize their hand.
Want:
A want is the desire for products or services that are not necessary, but which consumers wish
for. The five step consumer decision process includes need identification, information search and
processing, identification and evaluation of alternatives, the purchase decision, and post-
purchase behavior.
Example: People of Bangladesh can sanitize their hand by washing , but they desire a product by
which they can sanitize without washing .This is the want and previous one was need.
Demand:
Wants backed by money and willingness to spend the money become demand. Demands are
wants for specific products. They are backed by willingness and ability to buying power. Wants
backed by money and willingness to spend the money become demand.
Example: Want for hand sanitizer products that are backed by willingness and purchasing power
will be the demand.
Market:
Market means actual and potential customers of the products.
Example: So how many people are buying hand sanitizer and ho many have the money and
willingness to buy will be the market of the hand sanitizer in Bangladesh.