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business organizations with their target customers and leads to products sales. Without
marketing, businesses cannot achieve their objectives. This paper considers major issues
pertaining to marketing. The rest of the paper is organized into the following sections. Section
Two discusses strategies of introducing new products in the market, while Section Three explores
the process through which products acquire meaning. Section Four explores the negative effects
of encouraging customers to make purchases, while Section Five section discusses ways through
which marketing creates needs. The last section gives a summary of the paper and considers
market. Offering the same unchanged products can lead to loss of customers. Changes in the
competitive landscape, customer needs, technology, and business regulations are some of the
most important factors that necessitate the need to introduce new products. There are many
strategies through which companies can introduce new and better products into the market. One
of the strategies is by launching the product in stages (Kuenzel & Musters, 2007). This requires
dividing the product launch process into different phases such as internal and external testing,
market positioning, excitement building, and event timing. During the internal and external
testing process, the marketing team studies how well the product meets the identified customer
needs. Once this is done, the team positions the product in the market relative to the existing
competition and employs aggressive marketing strategies to build excitement. The product
Another important way of introducing a new and innovative product is by having a post-
event strategy. This strategy provides a comprehensive plan for maintaining the excitement and
momentum generated during the product launch. The plan may consist of a series of promotional
campaigns targeting different market segments. It also includes customer incentives and the
distribution of information about the product and its benefits (Jager, 2007). The next step in the
new product launch strategy is the establishment of strategic relationships with selected industry
players. These relationships can be in the form of collaborations with product distributors and
vendors, marketing agencies, and public relations firms. These collaborations can benefit new
products through enhanced market penetration, improved brand image, and increased sales.
Section Three: The Process through Which Products Acquire Meaning to Consumers
customers. To some, it is the value gained by consuming the product. To others, meaning is the
price paid to get the product, as well as, the convenience of its use. From these two perspectives,
it is evident that meaning encompasses the perception of what a product is worth to the
customers compared to the available alternatives (Edo, 2015). On the backdrop of this definition,
one of the ways through which products acquire meaning to customers is through the ability to
satisfy the specific needs of customers. In other words, the product should be able to be used as it
was intended (Homan, Legon & Libai, 2004). Products satisfy needs by conferring benefits such
as quality, service, image, brand reputation and the success that the customer gets by using them.
The second way through which products acquire meaning to customers is by selling at a
price that gives customers greater value than competing offers. This means that the product
should be able to sell at a lower price than competing products or maintain a higher price but
offer extra benefits that competing products do not offer (Osselaer & Janiszewski, 2002). The
third way through which products acquire meaning to customers is by being convenient to
acquire, use and dispose. Products that are difficult to find in the market or not user-friendly tend
feel valued by the company selling the product. This includes making it easier for customers to
interact with the company’s staff and responding promptly to customers’ concerns.
One of these consequences, as explained by Ho-Dac, Carson & Moore (2013), is the
products in good light, the creative process may end up depicting the product falsely. For
example, the advertisers may exaggerate the benefits of the product so as to win more potential
customers. Exaggerated messages portray unrealistic and unattainable product images, which
children. According to Sago and Hinnenkamp (2014), children are often not able to understand
marketing messages as attempts to encourage them to purchase products. Thus, they accept all
advertisements without scrutinizing the messages and the claimed benefits of the products. This
makes children targets in advertisement campaigns, a factor that may affect their health and
wellbeing. For example, companies marketing foods that are rich in sugars, carbohydrates, and
fats do not explain the adverse health effects of these foods. However, the depiction of the foods
as delicious encourages more purchase, which is not good for the consumer's health.
purchases can project certain groups in society in stereotypical ways. For instance, the
presentation of women in adverts about cleaning equipment and men in adverts on electronic
products may propagate gender stereotypes. These types of advertisements tend to promote false
beliefs about product usage (Sago & Hinnenkamp, 2014). The last major negative consequence is
unnecessary desires and needs among consumers. Moreover, advertisements encourage people to
There are several ways through which marketing creates needs. First, it encourages
consumers to purchase better and new products. Often, marketing encourages consumers to
replace their used or old possessions with best or new models (Hawkins, Mothersbaugh & Best,
2015). This way, marketing stimulates new desires among consumers. Secondly, marketing
encourages consumers to find alternative ways of satisfying their needs. Thus, consumers are
tempted to explore the new product uses with the hope of realizing better results.
Third, marketing helps in explaining product uses and provides opportunities for
consumers to have their concerns addressed (Newton, Ewing & Finch, 2013). If consumers are
satisfied with the information given, they may develop the need for the product. Lastly,
marketing helps in fostering positive brand images, which translate into perceived product
quality. This makes customers want to purchase the product because it is associated with a
powerful brand.
Section Six: Summary and Conclusions
Marketing plays a critical role in the success of businesses. The competition-paced nature
of the modern world of business requires companies to employ aggressive marketing strategies
to create brand awareness and encourage the purchase of their products. Effective marketing
strategies enable products to acquire meaning to customers, which is critical to the successful
launch of new products. Although marketing campaigns are intended to encourage more sales,
they may lead to negative consequences such as the promotion of materialism and stereotypes,
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Homan, J. E., Legon, K. N. & Libai, B. (2004). Quantifying the Ripple: Word of Mouth and
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Osselaer, S.M.J. & Janiszewski, C. (2002). Two ways of learning brand associations. Journal of
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