Needs are abstract. They are realized in concrete form through wants. Whereas people have relatively few needs, they map onto an infinite variety of wants. In a sense, it is because of this reason that marketing works in the first place. This is not to say that companies are inducing wants on hapless consumers. There has always been a two way flow of information between marketers and consumers. The difference today is that as compared to earlier times, the voice of the consumer is much louder thanks to the proliferation of blogs (like this one) and the rise of social media like Facebook and Twitter. Earlier, consumers could voice their opinions either through letters (to the company or to the press) or via investigative (sometimes yellow) journalism or simply by not buying. However, companies could get away with treating their consumers as blank canvasses onto which anything could be projected.
Consumers today have much bigger muscles to flex. As a result, their wants have also become correspondingly more complex and sophisticated. This is a global phenomenon. It used to be that older, obsolete, inferior quality products could be easily sold in developing countries. That is no longer the case. If anything the reverse has happened. Developing countries tend to get cutting edge products first. In essence, they are used as guinea pigs in order to sort out bugs and flaws before the product is introduced into developed countries. Is this a form of exploitation? I don't think so. Both parties are getting value. If a company now tries to foist shoddy products onto developing country consumers, there is a swift outcry and a very rapid reaction; the offending company is very quickly forced to correct itself.
This increased sophistication is across the board. It has also resulted in consumers taking an active role, if not outright charge of marketing and branding communication. This means a loss of control over their products and brands that most companies are unprepared for.What do marketers do when consumers take control of their carefully constructed marketing and brand message and use them in unexpected (and maybe from the company's point of view undesired) ways. That is the challenge for 21st century marketing.
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