For example, a catering firm might expand its hours of operation to accommodate working mothers. The concept of marketing demands that marketers satisfy the needs and wants of consumers. As an example, consider how a company might market Tide detergent to consumers and other institutions. The company would use the marketing concept of the “four Ps” to develop its products and services. The company would also provide its customers with packaging guidelines to help them choose what to pack for their trip.
The effects of marketing on consumers are positive or negative, and the results are measurable. Positive effects may include increased revenues, profits, brand equity, and awareness. Negative effects, on the other hand, may involve diminished brand equity and even damage the reputation of a brand. A major product recall or an environmental catastrophe could damage brand equity. In these scenarios, the marketing strategy has caused the opposite effect.