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Marketing Basics - Kotler Philip


The needs of people are almost unlimited, but the resources to satisfy them are limited. So a person will choose those goods that will give him the greatest satisfaction within his financial capabilities.

Inquiry ? it is a need reinforced by purchasing power.

It is easy to list the needs of a particular society at a particular point in time. In the late 70s, 200 million Americans bought 67 billion eggs, 250 million chickens, 5 million hair dryers, paid 133 billion passenger-miles on domestic airlines and over 20 million lectures by teachers of English and literature in colleges. These and other consumer goods and services in turn generated requests for more than 150 million tons of steel, 4 billion tons of cotton and many other industrial goods. And these are just a few requests of the economy, estimated at 1.5 trillion. Doll.

The company could plan production volumes for the next year, based on the totality of requests from the previous one. That is exactly what production is planned in countries with centrally planned economies. However, requests? the indicator is not reliable enough. People are bored with the things that are now in use, and they are looking for diversity for the sake of diversity. A change of choice may also result from changes in prices or income levels. C. Lancaster notes that the goods? these are, in fact, sets of properties, and people opt for products that provide them with the best set of benefits for their money 3. Thus, the Volkswagen car embodies an elementary means of transport, low purchase price, fuel economy and European move, and the Cadillac? high comfort, luxury and prestige. A person chooses a product whose set of properties provides him with the greatest satisfaction for a given price, taking into account his specific needs and resources.