economic expression of desire, and ability to pay, for goods and services. Demand is neither need nor desire; the essence of demand is the willingness to exchange value (goods, labor, money) for varying amounts of goods or services, depending upon the price asked.
desire for a product or service that results in a purchase. Demand levels vary along a continuum from negative demand that leads to avoidance to excess demand that outpaces supply. Different marketing techniques are appropriate at different points along the continuum. For example, consumers are persuaded to donate blood by conversional marketing that changes their perception of it from a frightening to a positive experience. Some products for which there is no demand, such as tie-dye clothing in the 1980s, came into demand again in the 1990s through stimulational marketing. Developmental marketing creates a product to fill a previously unsatisfied demand or need. Other types of marketing increases demand for declining brands or may serve to maintain demand for a successful brand. At the far end of the demand continuum, demarketing and countermarketing are used to suppress demand.
quantity of goods or services purchased at a given price.
Example: Although 1,000 new housing units were produced last year, there was demand for only 400 units, causing overbuilding in the local housing market.
