By Robert G. I. Maxwell (auth.)
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To do so I ask you to use both your deductive powers and your general knowledge. Imagine we are in the latter part of the nineteenth century; the telephone has just been invented. Was there a need for it then, and is there a need for it now? Quite literally the need for a telephone neither existed at the end of the last century nor exists today. What did exist then, and does now, is 38 Behaviour and the Environment the need to 'communicate at a distance'. When we begin to differentiate between what a product is and what it does, the link between needs and people become easier to make.
Both must, within reasonable limits and with certain constraints, be fulfilled for durable relationships to be established. Marketing is concerned with the development of durability by the adaptation of business to its total environment, by balancing the scales. Exercises 1 How was it that we defined marketing in this chapter? 2 Find two advertisements - one for a product/service which you have actually bought or used, the other for a product/service, which you have not bought or used and in which you are not particularly interested.
A for 'adviser'- those who have some say, or influence, such as technical knowledge and experience. • D for 'decider'- the person who makes the choice of 'yes' or 'no''go' or 'no go'. • E for 'end user' - those who will actually make use of the product after purchase, and who can become 'advisers' on repeat purchases from their 'experience recall'. It is surprising how few purchases are unaffected by interactions with other people. Naturally the extent of them will considerably change with the level of importance of the three Rs.