Marketers cannot create demand or make people buy things that they dont want or need. However marketing is designed to persuade, inform, and remind people about the availability, choices, features, and advantages associated with new and existing products/services.
A friend of yours agrees with the following adage, People dont know what they want, they only want what they know. Write a one-page paper expressing the extent to which you think marketers shape consumer wants, needs, and must haves.
Before you get started on that one page paper take the time to review the following video link: Steven Jobs on Marketing. It is a video authored by famous Co-Founder of Apple, Steve Jobs and his insights into the marketing world and how marketing = values and living in a noisy world.