Which of the following illustrates how marketing has measurable and direct effects on consumers? A brand is successful if it can attract consumers to purchase its product or service. Its success depends on how successfully it communicates its unique selling proposition. Marketing techniques can affect a consumer’s decision to buy, and can even affect the income and market share of a company. Which of the following scenarios illustrates how marketing has a direct impact on consumers?
Using research, marketers can understand how a product or service impacts consumers. For example, a mail-order company may use less expensive packing material. A manufacturing firm may open a distribution facility near the factory. A catering company may change its hours of operation to better accommodate working mothers. A food company might put nutritional information on its packages. A company may try to influence a consumer’s decision by offering different toothpaste varieties to meet varying needs.
Marketing is an effort to make a product or service more desirable to the consumer. Nonprofit organizations, government agencies, and religious organizations are also involved in marketing. Some opponents of marketing argue that these activities do not contribute to society, but marketers counter that these costs create value for the customer. A marketing strategy may involve meeting with customers to sell products or services to consumers. The same concept can apply to the U.S. Department of Homeland Security mailing packing guidelines to airline travelers.