Eight demand states are possible:
1.Negative demand:
Consumers dislike the product and may even pay to avoid it.
2.Nonexistent demand:
Consumers may be unaware of or uninterested in the product.
3.Latent demand:
Consumers may share a stare a strong need that cannot be satisfied by an existing product.
4.Declining demand:
Consumers begin to buy the product less frequently or not at all.
5.Irregular demand:
Consumer purchases vary on a seasonal, monthly,weekly,daily or even hourly basis.
6.Full demand:
Consumers are adequately buying all products put into the marketplace.
7.Overfull demand:
More consumers would like to buy the product than can be satisfied.
8.Unwholesome demand:
Consumers may be attracted to products that have undesirable social consequences.
In each case, marketers must identify the underlying cause of the demand state and determine a plan of action to shift demand to a more desired state.
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