Question

​​​​MARKETING

• Consider this week's reading by Kotler, where he states that "... needs are not created by advertising, but are a basic part of human make-up" (1983, p.8)
• Do you agree with Kotler? Why or why not?

You are required to think deeply about these questions, and form an opinion whether you either agree or disagree with Kotler. We don't mind whether you agree or disagree, it's all about how you justify your position.

Answer 1

I disagree with the statement “needs are not created by advertising, but are a basic part of human make-up" by Philip Kotler.

Reasons for my opinion.

A human need is a state of felt deprivation in a person. Human needs are plentiful and complex. They include basic physiological needs for food, clothing, warmth and safety; social needs for belongingness, influence and affection; and individual needs for knowledge and self-expression.

In the modern world advertising plays a major role in influencing our mind set from the basic needs for food, shelter and clothing’s.

For Example. Most of the people prefer to buy known brands of food products those which and familiar with the advertisement. Any new products with different taste or any other factors is may not be a requirement for us. But due to the advertisement we may also try to change to some varieties.

In case of shelter: from the beginning of construction of a house or a flat there are high level of advertisement and I believe most of the people get attracted to it. So advertisement plays a great role.

Now a days there are lot of online shopping websites in which they are marketing new brands for the clothes. Those advertisement in the online sites with offers and varieties are strongly influencing the young generation. So there also advertisement plays a great role.

All the electronics equipment what we are using are required to ease our job and maintain the level of standard of living. But the brands we are selecting is based on the advertisements.

For a person who is using a smart phone, it is not a necessity to buy or replace to a new one. But while seeing the advertisement for a latest phone with some offer or EMI options may change his mind to purchase the new one and spend more.

Considering all the above examples, in the modern world advertisement plays a great role in our purchasing behavior. So I disagree with the statement of Philip Kotler “needs are not created by advertising, but are a basic part of human make-up".