2 MARKETING Does marketing reflect the needs and wants of consumers or shapes consumer's needs? Introduction Marketing is described as fulfilling consumers' needs and desires. It is said to generate the desires and needs that were absent in the market. Sellers encourage customers to use money rather than spending it on commodities and facilities that they don't require. For instance, women are into body image issues since the advertising messages focus on the product being sold that have pictures of lovely ladies who are thin. This information gives a connection between slenderness, achievements, and fame which makes young ladies struggle to live to man-made typecast. Also ends up in poor eating habits. Taking an example of a person selling sandals to a destabilized youth who buys them to raise their esteem, the youth spends a lot of money buying an expensive thing that they really don't need (Lantos, 2015). Marketing shapes consumers need. According to Ivanov & Webster, (2017) marketing outlines, the customer's necessities and desires since things that customers require are essential, they can purchase even though there was no advertisement of the products. For instance toothbrush, Soap, toilet paper and others. Even if there were distinct types of the items, buyers would purchase them with no selling strategy used. When customers view an item on sale they don't want it before the advertisement is seen. After advertisement the buyer obtains the item, hence establishing the unwanted requirement. For example, when a Samsung tablet came I didn't want a new phone, but on the advertisement of the phone, I desired to have it although I never needed it. Because most of my friends and colleagues had Samsung tablet I purchased one to be like them. Hence marketing designs necessities and desires of customers instead of fulfilling the consumers wants.
3 MARKETING Conclusion The advertisement makes customers recognize their wants and arouses the market. It should inspire the consumer's wants and encourage customers to think that the unwanted is what they need, thus the company can increase their product demand and endure the competition by advertising. References Ivanov, S. H., & Webster, C. (2017). The robot as a consumer: a research agenda. Lantos, G. P. (2015). Consumer behavior in action: Real-life applications for marketing managers. Routledge.