Consumer Can Break OR Make A Marketing Campaign

Definition of Consumer’s Role in Marketing

A Consumer has a big role to play in the field of marketing as he or she is a person who is the ultimate or final user of services or products. The consumer’s use becomes final that, usually, implies that the product is not improved by its use.

Most marketers carry out their marketing campaigns with the sole intent that consumers should be impressed to purchase their products or avail their services. Many of them even go a step ahead to market their brand in a way that existing customers should also keep availing their services or continue to buy their products.

Textbooks on Consumer’s Role in Marketing

If marketers want to make their marketing campaign a success among their target consumers then they need to refer to related textbooks written on Consumer Marketing. The details of some such textbooks based on Consumer’s role in marketing are stated as follows:

• New Consumer Marketing: Managing a Living Demand System by Susan Baker (Published by John Wiley & Sons – Year 2004).
• The Affluent Consumer: Marketing and Selling the Luxury Lifestyle by Ronald D. Michman (Published by Greenwood Publishing Group – Year 2006).

Examples of Consumer’s Role in Marketing

Example 1: An interesting example of Consumer’s Role in Marketing can be when marketing brands related to FMCG alias Fast Moving Consumer Goods sector try to market their products like Butter, Bread, Biscuits and Clothing among consumers. Consumers decide through television or newspaper advertisements that should they purchase such products from particular brands or not.

Example 2: Another interesting example of Consumer’s Role in Marketing can be when they can make or even break alias damage the reputation of a product or brand by posting reviews about it through television or social media forums. Their positive or negative reviews can boost or damage the reputation of a particular brand.

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