The Basics

Marketing involves creating, selling, and distributing goods and services that the consumer wants and needs. Innovators need to understand consumer beliefs, attitudes, wants, and habits if they are to be successful. Consumers want products and services that “get a job done.” Quality gurus like W. Edwards Deming and management gurus like Peter Drucker write extensively about understanding the consumer. Innovation requires deep understanding of the consumer’s needs and then providing for those needs.

Marketers try many ways to meet all consumers’ needs and wants. Salsa has become popular in the last two decades in the United States, and dozens of suppliers have jumped to feed everybody’s salsa needs. Visit the salsa offerings of a big ...

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