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The MM takes please when at least one party to potential exchange gives though
to his objective and means of achieving desired responses from other parties.
The formal definition of MM is: the analysis, planning, implementation and
control of programs designed to bring about desired exchange with target
markets for the purpose of achieving the organizational objectives.
It relies heavily on designing the organization’s offering in terms of target
market’s needs and desires and using effective pricing communication and
distribution to inform, motivate and service the market.
Historically MM is defined with the specialized job of dealing with costumer
market for the final products of the firm.
The popular image of the marketing manager is that of someone whose task is
primarily to stimulate demand for the company’s products. Simply marketing
management is demand management.
MM is the task of regulating the level, timing and character the demand in a
way that will help the organization achieve its objectives.
The organization forms an idea of a desired level of transactions with a market.
The actual demand level may be below, equal to, or above the desired level. This
leads to eight distinguishable demand states:
1. Negative Demand is a state in which all or most of important segments of
the potential market dislike the product or service and might pay to avoid it
(military service, vaccinations, dental work...etc). The challenge of negative
demand to MM, is to develop a plan that cause demand to rise from
negative to positive (Conversional Marketing).
m.elmahadi@petroenergy‐ep.com
2. No demand is a state in which all or important segments of a potential
market are uninterested in or indifferent to a particular offering. The task
of converting no demand into positive demand is called stimulational
marketing.
3. Latent demand: exists when substantial numbers of people share a strong
need for something that does not exist in the form of an actual product or
service (cigarette that does not yield nicotine). The process of converting
latent demand into actual demand is Developmental Marketing.
4. Faltering demand is a state in which the demand for a product or service is
less than its former level and where further decline is expected in the
absence of remedial efforts to revise the target market, offering, and/or
marketing effort (Remarketing).
5. Irregular demand is defined as a state in which the current timing pattern
of demand is marked by seasonal or volatile fluctuations that depart from
timing pattern of supply (Hotels in Miami area). The marketing task of
trying to resolve irregular demand is Synchromarketing.
6. Full demand is a state in which the current level and timing of demand is
equal to the desired level and timing of demand. The task of the marketer
facing full demand is maintenance marketing (maintaining efficiency in the
carrying out of day‐to‐day marketing activities).
7. Overfull demand. Defined as a state in which demand exceeds the level at
which the marketer feels able or motivated to supply it. The task of
reducing overfull demand is called demarketing. Demarketing deals with
attempts to discourage customers in general or a certain class of customers
in particular on either a temporary or a permanent basis.
8. Unwholesome demand is a state in which any demand is felt to be
excessive because of undesirable qualities associated with the offering
(alcohol, cigarettes and hard drugs). The task of the marketer facing
unwholesome demand is Countermarketing.
m.elmahadi@petroenergy‐ep.com
m.elmahadi@petroenergy‐ep.com