Demands:

Are wants for specific products that are backed by the ability and willingness to buy. So wants become demands when they are backed by purchasing power. Many people may want bread but only a few are able to buy it. In marketing companies they must therefore measure not how many people want their product but more importantly how many are willing and able to buy the product. Marketers do not create needs, but they influence wants. For instance marketers suggest to us that a Mercedes-Benz would satisfy our needs for social status, they do not create the need for social status. Marketers also suggest to people that a toilet soap would satisfy their need for beauty-they do not create the need for beauty. So needs actually precede marketers. Marketers try to influence demand by making the products attractive, affordable and easily available.