As stated in this statement marketing is often understood to make people buy things that they don’t need, want and can’t afford. Marketing does take a big part in why people buy things, but the one thing that it doesn’t do is force people to buy a product. In fact, it is illegal for salespeople to mislead people into buying a product or service. I am going to focus on the advertising in marketing as the amount a product is advertised in the media is going to drive and individual to make a purchase.
What one person needs, another person doesn’t, but if a person needs a certain product they are going to buy it whatever the cost or how much it is advertised. It is unfair to say marketing is all to blame, the individual’s personality and buying habits contribute to buying products they don’t need, want and can’t afford. Which product is bought is all down to the purchaser. Some individuals can control what they buy whether they have the money or not, although others won’t think twice about buying the latest product on the market. People who buy products as soon as they come on the market are called innovators, and marketing doesn’t really affect these customers as their buying habits control the purchase. In some cases the way a product is marketed actually makes people not buy that particular product. For example meals are advertised as ‘meals for one’, some people who are single will purposely not buy these as they don’t want to be reminded they are eating alone. This is just one case of how marketers push away sales rather than gain sales.
David Jobber (2004) stated that sales promotions are incentives to customers or the trade that are designed to stimulate purchase. Sales promotions can include money off, discounts or free gif...
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...nesses to increase sales of their products and all services, and they are going to do whatever it takes to get as much of the public to make the purchase.
Works Cited
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Jobber,D & Ellis-Chadwick, F (2012). Principles and Practices Of Marketing. 7th ed. : McGraw Hill Higher Education. p19-21 & 352-354.
In conclusion to this, I think that marketers do not have the ability to control the consumers need through the process of efficient marketing methods. However, the marketers can successfully market products by taking the process of demographics and psychographics into consideration, while this will profitably market their products to the intended consumers hence increase in the demand or need.
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Advertising is an information source to inform people about the products and prices of the company, which can help them to make informed choices. More recently, a huge amount of money has been spent on advertising throughout the world. Different types of advertisement such as television, radio, magazine, newspaper, the internet, billboards and posters can influence consumer’s behavior positively or negatively as there are different arguments and opinions. This essay will focus on the purpose of the advertisement for the company, the positive and negative effects of the advertisement on consumer behavior. According to Shimp (2007), there are five important factors which determine the purpose of an advertisement in terms of marketers’ communication with consumers.
In the business market, the main and principal key to get profit is by the active consume of a product in the marketplace. Nevertheless, firms have taken advantage of that and have created false needs to consumers. According to Leiss, “The only true need, it would appear, are for nourishment, clothing, and housing.” In other words, he states that people can live without television, internet, IPod, and so forth. But the impact of commercials have made people feel the necessity of something else than food and shelter.