According to my view Marketing does not create consumer needs, it simply responds to needs of consumers. Companies following the marketing concept will identify a need (opportunity) in the market and they will seek to satisfy the need in a way that is profitable. The consumer and his or her needs will remain the focus of all their efforts and companies will respond to these needs as they are perceived and noticed.
However, marketing may lead consumers to realize a need that might have previously gone unnoticed. Perhaps a need or want was not realized until that product or service came along. For example, nearly everyone feels they need a cell phone now, but this need is a recent trend. Ten years ago many of the same consumers that would now likely feel that they need a cell phone might have claimed that they had no real use for one. Sometimes making people aware of what they are missing can influence a future demand for a product.
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