Are you ready, willing and able?

tablet

Anytime you have an unfulfilled desire (you need a good or service), there’s a marketer somewhere who wants to meet your need. If you need a tablet such as an Apple iPad or a Samsung Galaxy Tab, for instance, you have a “problem” which the marketer “solves” by providing a tablet for you to buy.

But, needing or wanting a product isn’t enough. If you don’t have enough cash to buy a tablet, you’re not part of the tablet-buying market. Finding customers with the money—the financial ability or the resources—to purchase a product is just as important as knowing who has an unfulfilled desire.

There’s one more thing to consider, though. If you need a new tablet and have the money to buy one—do you? Only if you’re willing to spend your money on a particular tablet right now. This means that marketers have to look carefully at which customers have the desire, the capability, and the willingness to have their needs met—soon. Customers who match all of these requirements form a market.