- Responsive Marketing
- Anticipative Marketing
- Need Shaping Marketing
#1- Responsive Marketing
It is the form of marketing when some company defines an existing clear need and prepare an affordable solution. (Recognizing that women wanted to spend less time for cooking and cleaning, led to the invention of modern washing machine, microwave oven etc.)#2- Anticipative Marketing
It is a form of marketing when a company recognize an emergent or latent need, and come out with an affordable solution. Evian, Perrier anticipated growing market for bottled drinking water as the quality of water deteriorated in many places.
Anticipative marketing is more risky than responsive marketing;companies may come into market too early or too late,or may even be totally wrong about thinking that such a market would develop.(eg. Dish washers in India)
#3- Need Shaping Marketing
The broadest level of marketing occurs when a company introduces product that nobody asked for and often could not even conceive of. (e.g. Sony Walkman, Sony Compact Disc )
Late Akio Morita, founder and chairman of Sony, who introduced these and many other new products, summarized his marketing philosophy in these words: “ I don’t serve markets. I create them.”
