Keeping balance in the system of influences and dependencies of different factors is the core of marketing. One of the factors is the price, which as many studies show (despite consumers’ declarations), is the most important one. That is why, it is impossible to create efficient marketing, in theory and in practice, without a profound study of price mechanisms.
The demand is generated by necessities. A human being needs a pair of elementary things to survive: food, clothes, shelter, security, belonging, approbation. However, above all a human being is a social creature and the interaction mechanism develops their desire to satisfy main needs. When they need food, they take bread or caviar, and when they need clothes, they take a special offer blouse from the supermarket or a shirt of a new Versace collection. Then, what remains is the demand, the requirement for some goods or services according to possibilities and a will to shop.