The Impact of the Marketing Environment

Michael Kamins

Chapter 1 in Marketing Manipulation:A Consumer's Survival Manual, 2018, pp 1-14 from World Scientific Publishing Co. Pte. Ltd.

Abstract: Imagine that you are taking your weekly trip to the supermarket to buy groceries with your significant other, and as you pass by the cereal aisle, you reach for a box of Kelloggs’ Frosted Flakes and quickly place it into your shopping basket. Your significant other, whose main role in life seems to be to serve as the critic of what you eat and how you lead your life in general, tells you: “Get that stuff out of the shopping cart, first of all, it’s not good for you and secondly it’s for kids!” You counter her arguments by telling her that everyone who knows Tony The Tiger, the spokes-tiger for Frosted Flakes knows that they are GREATTTTTTTTT for you, taste good, and moreover as Kelloggs’ own advertising just recently suggested, are not ONLY just for kids, but for adults too, so there!

Keywords: Marketing; Consumer Behaviour; Pricing; Product; Promotion; Distribution (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2018
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