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Essay / Research Paper Abstract
This 10 page paper looks at how marketing sells perspectives rather than products. The paper considers how perceptiveness are built up with the use of direct and indirect marketing, using others, such as children as agents. The paper illustrates all points with examples to demonstrate their real life application. The bibliography cites 15 sources.
Page Count:
10 pages (~225 words per page)
File: TS14_TEmarpercp.rtf
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Unformatted sample text from the term paper:
does not buy the goods, but the benefits the goods bring, for example a drill is bought for its ability to make holes, not as a drill, just as a
meal is bought to satisfy a hunger or to meet needs such as social requirements. The way that the product is bought therefore depends on the benefits it can bring
(Kotler, 2003). With the models of purchasing that take pace it is apparent that the benefits may be interpreted different by different customers, therefore it is the perception that
is important. The result of this is that the marketing is not a battle of products but a battle of perceptions. There are many examples we can use to
indicate the role of perception and the value that this helps to attach to a product. If we consider new products, that have not been needed and are in a
growing market where there has been increased in marketing we can use many examples. One of the best is that of the market for cosmetics in the United States.
This was not a brand new product, but one that was seeing growth. The market in 1909 had the value of $141 million compared to only $14.2 million in 1900
(Peiss, 1998). The increase in put down to an increase in the perception of cosmetics due to the way advertising was taking place, aided by the increased literacy and
consumer product awareness with the economic growth (Stearns, 1998). It was realised early on that perception would have a great deal of impact on a brand as opposed
to a product. This can also be seen with an early example. In 1926 an advertisement appeared for Chesterfield cigarettes. The ad had two male models, as females were not
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