It seems incredible, but it is an undeniable fact! Right after marketing appears it begins to cut off the branch it is sitting on and it usually saws it, which means that very soon the whole chosen marketing strategy will fail. Generally, marketing is an identifier of people’s needs. So, if it works efficiently and effectively, almost all the needs and requirements will be satisfied. Though it’s necessary to notice, that all of them won’t be satisfied unless they are properly motivated. For example, those who want to have Bentley, their own personal islands or planes without applying any efforts to make their dreams come true, will always lie on the sofa and keep on dreaming about it. In this particular case, the needs and requirements won’t be satisfied, because they do not have any real motivation.
So, is there any way out? Of course, there is. The main purpose of marketing is not only to meet people’s needs and demands, but also to contribute much to their appearance. By creating basic needs and requirements, the problem of marketing is solved quickly and easily. In other words the more new ideas are introduced, the more new needs and requirements emerge. The most essential ones are implemented automatically. For instance, mobile phones – such a useful thing in our life. Many years ago all the phones had wire connections only and if you wanted to call to the other subscriber, you had to reach him or her with the help of a telephone operator. And then the opportunity to call straight to the subscriber you needed appeared. After that a push-button phone was invented, later on a radiophone became available, followed by a mobile phone and finally a smartphone, which is still in great demand now.
As far as marketing terms are concerned, satisfying needs and requirements is defined as classic marketing. Whereas creating needs and requirements with their subsequent satisfaction is referred to as neo-marketing. Actually, the basic problem of marketing can be easily solved by means of neo-marketing, because its core goal coincides with that one of a classic marketing, but it values a bit more. For example, there is such a category as “the need”. It is used in classic marketing and in neo-marketing too. But for each concept “the need” will be different. In marketing, this means “lack of something”, which is to be filled in. Whereas in neo-marketing it is abeyance.
Abeyance is a condition when you do not know what exactly you want. However, this condition can be eliminated. It becomes possible due to information, which means, that the information is a constituent part of any idea.