Demands in marketing are human desires that are supported by purchasing power and willingness to buy. While wants are unlimited and specific forms of satisfaction of needs, needs are those desires that the consumer can and is willing to afford and purchase.
Marketers cannot create basic needs (e.g., the need for food), but they can influence wants (e.g., the desire for a particular brand of food). The focus on needs is important because it shows the specific market potential – how many people would actually buy a given product.
