Marketers Are Skilled in Stimulating Demand for a Company's Products

Essay

Marketers are skilled in stimulating demand for a company's products, but this is too limited a view of the tasks they perform. Just as production and logistics professionals are responsible for supply management, marketers are responsible for demand management. Marketing managers seek to influence the level, timing, and composition of demand to meet the organization's objectives. List, briefly characterize, and supply an example for each of the eight demand states described in the text.