Douwe Egberts, Nescafé, Illy, Nestlé and Starbucks. These are different brands that offer the same product, namely coffee. These brands also each have their own advertising campaign. Who doesn't know George Clooney in Nespresso commercials? What influence do these advertisements have on consumers? Does this create needs for consumers? What role does the government play? In response to these questions, the statement is: Consumer “needs” are created. I will approach this statement from the government's perspective. In my opinion, consumer needs are not created. First of all, I will explain my opinion based on a certain theory. “Needs” are basic human needs, such as eating and drinking (Kotler & Keller, 2012). The basic need for drinks already existed. However, due to the numerous advertising campaigns, it is questionable whether consumers still know how to satisfy their coffee “craving”. “Wants” are fundamental needs translated into real products (Kotler & Keller, 2012). In my opinion, the government does not play a major role in this story. The economy revolves around supply and demand, the consumer and the producer. When there are too many advertisements, “consumer resistance” arises. Consumers will resist advertisements because there are simply too many of them (Kotler & Keller, 2012). The producer will therefore adjust his marketing strategy to give the consumer an overview of how he can satisfy his “desires” (Rumbo, 2002). The consumer prioritizes his needs. This is described by Maslow's theory. His theory organizes needs in a pyramidal form. A higher level in one's pyramid is reached when the needs of lower levels are met...... middle of paper ......hnica: http://arstechnica.com/apple/2008/01/the-truth - about iPhone sales-Kotler, P. and Keller, KL (2012). A framework for marketing management. Essex: Pearson Education Limited. Maslow, A.H. (November 1943). A theory of human motivation. Journal of Marketing Research (JMR), 370-396. Peters, J. (June 29, 2007). The long-awaited iPhone goes on sale. Retrieved March 10, 2014 from The New York Times: http://www.nytimes.com/2007/06/29/technology/29cnd-phone.html?_r=0Rezabakhsh, B., Bornemann, D., Hansen, U. ., and Schrader, U. (2006). Consumer Power: A Comparison of the Old Economy and the Internet Economy. Journal of Consumer Policy, 3-36. Rumbo, J.D. (2002). Consumer resistance in a world of advertising disorder: the case of Adbusters. Psychology and Marketing, pp. 127-148. Yuan, L. and Tam, P.-W. (2007). Apple Storm cell phone field. The Wall Street Journal, p... 1.