Demystifying the Age-Old Question – Do Marketers Truly Create Need or Simply Respond to Demand?



Do Marketers Create Need or Respond to Demand?


In the world of marketing, there has always been a longstanding debate surrounding the role of marketers: do they create the need for certain products and services, or do they simply respond to existing consumer demand? This blog post aims to delve into this intriguing discussion, exploring the concepts of creating need and responding to demand while presenting arguments from both sides. By examining real-world examples and analyzing the interplay between these approaches, we will gain a better understanding of the complex nature of marketing and consumer behavior.

Understanding the Concepts of Creating Need and Responding to Demand

Definition of creating need:

Creating need refers to the strategies employed by marketers to generate and manipulate consumer desires. Marketers tap into psychological tactics and employ advertising techniques that tap into emotional responses, creating a strong desire for products and services that consumers may not have thought they needed before exposure to marketing campaigns.

Definition of responding to demand:

Responding to demand, on the other hand, involves marketers identifying existing consumer needs and wants and catering to them effectively. This approach is driven by market research and consumer preferences, as marketers adapt their offerings to meet the demands of the target audience.

Arguments Supporting the Idea that Marketers Create Need

Psychological tactics employed by marketers:

Marketers are adept at using various psychological tactics to create a need for their products and services. Through compelling advertising techniques that tap into emotional responses, marketers can successfully influence consumer behavior, enticing them to think they need a particular product or service to fulfill their desires. Whether it’s through the use of storytelling, fear of missing out (FOMO), or creating a sense of exclusivity, these tactics can be highly effective in manipulating consumer demand.

Promotion of new and innovative products:

Marketers play a crucial role in introducing new and innovative products to the market. Often, consumers may not be aware of their need for these products until they are exposed to marketing campaigns that highlight the benefits and unique features. By showcasing the value these products bring to their lives, marketers create a sense of need and desire among consumers, leading to increased demand.

Case studies and examples:

Real-world instances provide further evidence of how marketers have successfully created a need for certain products and services. Take Apple’s introduction of the iPhone, for example. Before its launch, many consumers were content with their basic mobile phones. However, Apple’s marketing campaigns showcased the iPhone as a revolutionary device that combined phone, music player, and internet capabilities into one sleek package. The result? Heightened desire and an unprecedented demand for smartphones that had not previously existed.

Arguments Supporting the Idea that Marketers Respond to Demand

Consumer-driven marketing strategies:

Marketers also rely on conducting thorough market research to identify existing consumer demands and cater to them effectively. By understanding consumer behavior, preferences, and pain points, marketers can tailor their strategies to address these needs directly. This approach ensures that product development and marketing efforts align with consumer demand, generating the desired response.

Influence of consumer preferences:

In today’s consumer-centric era, marketers place significant importance on listening to consumer feedback and adapting their offerings accordingly. By staying attuned to evolving consumer preferences and incorporating them into their strategies, marketers respond to demand effectively. This responsiveness allows them to continually meet consumer needs and ensure customer satisfaction.

Case studies and examples:

Consider the rise of plant-based food products in recent years. As health-conscious consumers started demanding alternative options to traditional animal-based products, marketers responded by introducing a wide range of plant-based alternatives. From meat substitutes to dairy alternatives, the market saw a significant expansion fueled by the responsive actions of marketers catering to the growing demand for such products.

The Interplay between Creating Need and Responding to Demand

Discussion on the combination of approaches:

In reality, the boundary between creating need and responding to demand is not always clear-cut. Marketers often employ a combination of both approaches to maximize their effectiveness. While they may create a need through persuasive tactics, they also respond to existing demand by continuously adapting and innovating their products and services.

Evolving nature of marketing techniques:

The field of marketing is dynamic and ever-evolving. As consumer behaviors and preferences change, marketers must adapt their strategies accordingly. In today’s digital era, where social media and online platforms have transformed the way consumers engage with brands, marketers need to stay agile and responsive to thrive in the competitive landscape.



This blog post explored the debate of whether marketers create need or respond to demand. While arguments supporting both perspectives exist, it is evident that marketers employ a combination of strategies to drive consumer behavior. They create a need through psychological tactics and promotional efforts, while also responding to existing demand through market research and consumer-driven strategies.

Final thoughts:

The ongoing debate surrounding the role of marketers reflects the complex nature of consumer behavior and marketing practices. As marketing continues to evolve, it is vital for individuals to stay informed and engaged with these practices. Whether as consumers or professionals in the field, understanding the interplay between creating need and responding to demand allows us to navigate the marketing landscape more effectively.

Encouragement for readers:

We encourage readers to continue exploring and engaging with marketing practices in the modern world. By staying informed about the strategies employed by marketers and understanding the dynamics of consumer behavior, individuals can make more informed choices as consumers and gain insights for their own marketing endeavors.


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