How do you create demand for latent services?
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Latent demand may also be thought of as a vague want in the sense that the consumer feels a need for a product, or service, to fill a particular function but is unable to locate anything suitable. If such a product exists marketing’s role is to bring it to his/her attention; if it does not exist, then marketing should seek to identify the unfilled need and develop new products to satisfy it.
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