Demand is the willingness and the ability of buyers to purchase different quantities of product or service, at different prices, during a specific time period. Both willingness and ability must be present; if either is missing there is no demand. Great marketing is when you see an unfulfilled need and launch and appropriate offering, and the offering matches this need and there is demand and ultimately profitable sales of your offering (Kotler, 2016).
- Kotler, P., Keller, M., Goodman, T. and Hansen, T. (2016) Marketing Management. 3rd edition. pp.9