4P营销组合 营销策略 外文文献翻译

PAGEPAGE10文献出处：SinghM.MarketingMixof4P’SforCompetitiveAdvantage[J].Gifts&DecorativeAccessories,2016,3(6):40-45.英文字符数：20371，译文字数：5167第一部分为译文，第二部分为原文。默认格式：中文五号宋体，英文五号TimesNewRoma，行间距1.5倍。4P营销组合提高企业竞争优势NeilH.Borden在1964年发表了他的“营销组合概念”的文章时，营销组合一词开始流行起来。营销组合的特征是四个同样重要的变量。第一步是制定营销计划的产品计划，产品计划有三个部分，即一价格是否收费或不同价格的不同价格将在同一产品在不同市场收取它与产品销售的决定有关4P分类来确定产品的营销组合。关键词：营销组合，产品，价格，渠道，促销，竞争优势引言营销组合是企业用来销售其商品和服务的不同营销决策变量的组合[1]。营销运作的一个有利的原则是，大多数营销组合根据营销条件以及随着环境因素的变化而发生变化。营销组合一词由NeilH.Borden创造。它是营销计划的所有重要元素或变量的公平投入目前的趋势总是有不同的因素影响市场上强大的客户关系的发展[2]。营销组合的各个变量在不同产品产品是指为消费者提供的实物产品或服务。它包括有形物品，如家具，服装，杂货等，无形产品如服务，是任何营销组合的关键要素。产品生命周期它表示任何产品的销售在一段时间内发生变化的不同阶段。有四个阶段-引进阶段，成长阶段，成熟阶段和衰退阶段。产品在市场上引入，随着客户的增长越来越多[3]，逐渐地市场稳定，产品在一段时间内由于优秀竞争对手的开发和引进而下降，最终退出。客户生命周期侧重于通过在客户的整个生命周期中创造和交付价值来建立客户举例来说，CANARABANK拥有一系列产品，旨在为客户保持终身关系。一个人可以在年轻的时候开始攒钱，12-15岁有了现金账户，16-17岁时账户稳定下来。当这个人开始上大学时，学生贷款可以使用，当他开始工作时，会有许多类型的储蓄账户。除此之外，他还可以获得住房贷款买房，汽车贷款买车。当他日子过得红火之后，他需要一些理财规划。最终，CANARABANK为其提供养老金计划，由于这种策略，CANARABANK等组织可以在客户的生活中成为不可或缺地部分，在持有客户地同时扩大其他产品和服务。价格价格是消费者必须交换的数量，以获得商品[4]。由于产品的价格取决于不同的要素，促销促销是营销组合中最强大的元素之一[5]。促销活动是宣传，公关，展示和示范等，是渠道营销组合的所有四个变量都是相互关联的USP可以使得最大化品牌认知，从而更好地进行产品定价。最后，营销组合可以根据客户的反馈进行动态建模，以改进产品。4P营销组合：挑战理论方法由于对产品计划的关注程度与定价有关，目前没有说明有多少的资源分配，以及多少的促销努力会带来一个最佳的结果，因此它不能取代个人战略。它只能是理论上的。缺乏统一性对营销组合变量的组成暂时还没有统一的意见环境变化确定目标客户营销经理必须通过发现他们的需求以及确定合适的营销组合的期望来识别目标客户竞争优势的营销策略组合4P的营销组合是一种组合形态，它只能由营销经理来实现。营销组合是获得任何企业4p竞争优势的营销策略：产品组合设计在当今世界是非常重要的，因为它关注的重点是关注产品和影响客户的购买应用技术开发具有差异化产品的用户友好型新产品。产品的有用性可以增加产品的市场份额，因为在市场上具有竞争优势的一个非常价值是在开发产品时查看企业的一些东西，如果客户付款，那么他们不应该觉得高性能产品。便利性是与产品使用相关的参数，产品应使客户的生活更加轻松。质量获得客户的个人总是寻找优质的产品或服务。包装用于提高产品的价值。为了说明这一点，麦当劳在118个国家改变了包装设计。包装增加了对产品质量的感知体验。品牌通常保证高或至少一致的质量，可以吸引大家继续购买。保证为客户提供售后服务，保证客户对产品的耐用性，并保持客户满意的市场。价格组合价格是客户支付产品的金额。它由各种因素确定，包括材料成本，产品差异化，竞争，市场份额和客户对产品的感知价值[6]。与价格有关的决定如下：定价策略是企业的重要决策，因为可以选择在竞争的基础上确定产品的价格，因浮掠指与同类商品比较高的价格，然后逐步降低价格。浮掠策略使公司能够通过LCDDVD播放器等小部件上得到了有效的应用。渗透定价意味着将产品的价格相对较低地定价到类似的商品，假设它将占据广泛的市场，这将允许企业提高其产品的价格。心理定价在世界各地使用，因此营销人员认为某些价格比其他买家更有吸引力，39.95，19.98或9.99这样的价格标签来完成。。每个企亏本的手段是利用低价格吸引新客户。选择有竞争力的定价策略的营销者正试图使用非价格竞争。渠道渠道通常被称为分销渠道[8]。渠道可以是任何实体商店以及虚拟商店。将产品从生产者转移到消费者所涉及的过程称为物质分配。与此相关的决定如下：批发。与零售商相比，批发商经常降低产品的价格。因此，客户通常满意地从他互联网一般来说，客户通过使用Flipkart，eBay，Amazon，Jabong等网站在线购任何营销中的直接销售均不经销商或中介人进行。在促销方面，这意味着营销企通过零售商分销，但是客户可以直接向他们注册，以获得通常通过电子邮件或邮件交付的信息。同行是一种口碑，就好像一个产品被一个人尊敬，然后他传达信息给他的同伴群体，在市场上是真的有效的。多渠道对不同产品和服务的市场份额非常有用，因此其制造商或供应商使用不同的分销渠道。例如，可以通过电话或互联网从金史密斯直接购买钻石戒指。促销组合促销活动旨在沟通和劝说目标市场购买企业的产品特价优惠如购买一张或免费提供，可能是优惠券、折扣、免费配件（如带有新剃须刀的免费刀片，介绍性优惠（如购买D和免费机顶盒，等等。认可度对促销而言是非常重要的，因为消费者遵循他们的榜样，名人，从而认同带来消费者心态的变化。广告是一种重要的沟通方式，因此它被用于创造意识和传播信息，以便从目标市场获得客户。有许多广告模式和媒体，例如杂志，期刊，电影电视，广告实验室，户外广告（如海报）和报纸。用户试用说服客户了解产品的功能。重要的是任何客户想在购买之前进行试用。直接邮寄非常重视基于数据库的消费者。与所有类型的营销一样，潜在的消费者记给潜在客户，并且谨慎地监视响应。海报是通过产品信息传达给客户的直接沟通方式，非常有效。产品应免费提供赠品，因为除了好的产品外，消费者还要寻求额外的好处。竞争创造创新，因此，这种精神在现有产品的发明中保持了新的创造力。与供应商和分销商的合资企业带来更多的客户，因为供应商和分销商成为利益相关者，并表示有兴趣促销产品。结论4P'S4P市场营营销经理应该是4P营销组合战略的专家，因为营销组合对于企业获得竞争优势具有非4P的所有要素准确组合才能实现，因为它可以通过高销量实现利润最大化的组织目标，并获得更高的市场份额。MarketingMixof4P’SforCompetitiveAdvantageAbstract:TheMarketingMixcomprisesoffourdecisionswhichshouldbeconsideredbeforelaunchingaproduct.FirmsshouldplantargetedapproachonthesefourdifferentcomponentsandtheyareProduct,Price,andPlace&Promotion.Allthefourvariableshelpthefirminformulatingstrategicdecisionsnecessaryforcompetitiveadvantage.Themainobjectiveofthisarticleistodescribetheimportanceofrelationshipofvariouscomponentsofmarketingmixforattainingcompetitiveadvantageinmarket.MarketingMixcomprisesofProductmarketingmixandServicemarketingmix.GenerallytheProductmarketingmixconsistsofproduct,price,placeandpromotionanditisgenerallyusedformarketingmixoftangiblegoods.HoweverServicemarketingmixisrelatedtothreedifferentvariablesforexamplepeople,processandphysicalevidence.ThetermmarketingmixbecamepopularwhenNeilH.Bordenpublishedhisarticleon“TheconceptofMarketingMix”in1964.Themarketingmixischaracterisedbyfourequallyimportantvariables.ThefirststepisProductplanforarticulatingamarketingplan.Therearethreepartsofproductplan,i.e.coreproduct,augmentedproductandthetertiaryproduct.Notonlyproductrelateddecisionsbutalsopricerelateddecisionslikewhethertheuniformpricewillbechargedordifferentpriceswillbechargedforthesameproductindifferentmarkets.Thethirdvariableis„Place‟anditisrelatedtothedecisionslikewheretheproductwillbesold.Promotion‟decisionsarerelatedtoincreasethesales.Themarketingmixinvolvesthedecisionsrelatedtowhichtheproductswillbemadeavailableataparticularprice,maybedifferentpricewillbechargedforthesameproductasperdifferentmarket,themarketingmanagerhastotakeintoaccounttheimpactofdifferentfactorswhicharecategorisedunderthe4P‟stodecidemarketingmixforaproduct.Keywords:MarketingMix,Product,Price,Positioning,Promotion,CompetitiveAdvantageINTRODUCTIONMarketingmixisthecombinationofdifferentmarketingdecisionvariablesbeingusedbythefirmtomarketitsgoodsandservices.Afteridentifyingthemarketandgatheringthebasicinformationaboutit,thenextstepisthedirectionofmarketprogramming,istodecideupontheinstrumentsandthestrategytomeettheneedsofthecustomersandthechallengeofthecompetitors.Itoffersanoptimumcombinationofallmarketingingredientssothatcompaniescanrealisegoalsforexampleprofit,salesvolume,marketshare,returnoninvestmentetc.Themarketingmixisgroupedunderfourelementsi.e.,Product,Price,Place,Promotion[1].Aprofitableformulaofmarketingoperationsisthatmostlymarketingmixchangesaspermarketingconditionsandalsowithchangingenvironmentalfactors.Themarketingmixisasetofcontrollablevariablesthatthecompanycanusetoinfluencethebuyersresponses.Thusmarketingmanagerdecidesthelevelofmarketingexpenditureinordertoachievemarketingobjectivesofthefirmandafterfinalisingthemarketbudgetitisdecidedthathowtodividetotalmarketingbudgetamongvarioustoolsinthemarketingmix.ThetermmarketingmixiscoinedbyNeilH.Borden.ItisthecombinationofthefairinputsofalltheimportantelementsoringredientsthatmakeupthemarketingprogrammesasmentionedintheFig.1.Itconstitutesthecoreofcompany’sstyleofmarketing.Alltheseelementsareverysignificantanddependuponeachother;thefourelementsinthemarketingmixareinterrelated.CURRENTTRENDAlwaystherearedifferentfactorsthatinfluencethedevelopmentofstrongcustomerrelationshipsinmarket[2].Organizationsareconcentratingonthestrongexchangerelationships;andanunderstandingofrelationshipvalueofacustomerasthereisaframeworkwhichsuggeststhatinterrelationshipbetweenthevariablesofmarketingmixatdifferentlevels.Eachsuccessivelevelofstrategiesresultsintiesthatbindthecustomerlittleclosertothefirm.ProductProductreferstoaphysicalproductorserviceforaconsumerisreadytopay.Itincludestangiblegoodslikefurniture;garments,groceryitemsetcandintangibleproductslikeservicesarepurchasedbyconsumers.Theproductisthekeyelementofanymarketingmix.ProductLifeCycleItdenotesthedifferentstagesthroughwhichthesaleofanyproductchangesinatimeperiod.Therearefourstages-introductionstage,growthstage,andmaturityanddeclinestage.Aproductisintroducedinthemarketthenitgainsmoreandmorecustomersasitgrows[3].Graduallythemarketstabilisesandtheproductbecomesmaturethereafteraperiodoftimeitdeclinesbecauseofthedevelopmentandintroductionofsuperiorcompetitorsandiseventuallywithdrawnasshowninthefigure.CustomerLifeCycleTheCustomerLifeCycle(CLC)focusesonthebuildinglifetimecustomersbycreationanddeliveryofvaluethroughoutthelifeofacustomer.Itincarnatestheconceptofmarketingbecausethisconceptismarketingorientedratherthanproductoriented.Oneamongstthecrucialproblemhereisthatgenerallyeveryorganisationoffersdifferenttypesofproduct;henceitisinconceivabletomaintainauniformCustomerLifeCycleforeveryorganisation.ForanillustrationCANARABANKhasanumberofproductsthatitaimsatitscustomerstomaintainlifetimerelationshipwithit.Anindividualcanstartsaving moneyatyoungage.12-15yearoldaredirectedwiththelivecashAccountsimilarly16 -17yearoldaimedwiththeRightTrackAccount.Whenanindividualbeginstogoincollegeoruniversity thenstudentloansareavailableandwhenhebeginstoworktherearemanytypesofcurrentandsavingaccount.Apartfromithecanalsoobtainhomeloantobuyaflat,carloantobuyacar.Itwouldbebeneficialtotakeoutapensionplan.Asheprogressesinhislifethenhisfamilyextendsthenheventuresuponnumberofsavingplansandschemes.UltimatelyCANARABANKoffershimpensionplansduetothiskindofstrategiesanorganisationsuchasCANARABANKcanformandholdcustomersandthenwidenadditionalproductsandservicesthroughoutacustomer’slife.PricePriceistheamounttheconsumermustexchangetoreceivetheoffering[4].Asthepriceofaproductdependsondifferentelementsandhenceitischangesconstantlythusthepricingshouldbedynamicsothatitcanbearthechangesoverduration.Theimportantfactorinpricingisthedecidingthecostoftheproduct,strategyformarketing&itsexpensesrelatedtodistribution,advertisementexpensesoranykindofpricevariationinthemarket.Nonethelessifthereischangeinallthevariablesthengenerallythepricingoftheproductmayvaryaccordingly.PromotionPromotionisoneofthemostpowerfulelementsinthemarketingmix[5].Salespromotionactivitiesarepublicity,publicrelations,exhibitionanddemonstrationsetc.Itismarketingmanagerwhodecidesthelevelofmarketingexpenditureonpromotion.Promotionalactivitiesaremainlyintendedtosupplementpersonalselling,advertisingandpublicity.Promotionhelpsthetraderandsalesforcetorepresenttheproductttheconsumersinaneffectivemannerandinducethemtobuy.Promotionconsistsofdifferentblendsofitscomponentswhichareusedtoachievethecompany’smarketinggoals.Advertisingisapowerfulelementofpromotionmix.Themainaimoftheadvertisingistocreateanddeveloptheimageofaproductinthemarket.Itisoneoftheimportanttoolsofcompetitionwhichmaintainsthedynamismofindustry.Promotionmixdecidesthepositioningoftheproductinthetargetmarket.Itshouldbeconsideredasexpenditureandhenceaddedtothecostofaproduct.PlaceItincludesdistributionchannels,warehousingfacilities,modeoftransportationandinventorycontrolmanagementthusitisamechanismthroughwhichgoodsandservicesaremovedfromtheserviceproviderandmanufacturertoconsumer.Iftheproductisabusinessproductthenabusinessteamisrequiredtointeractwithdifferentclientsandensuretheavailabilityoftheproductforthem.Distributionhasahugeeffectontheprofitabilitythereforeafirmshouldhaveexcellentsupplychainandlogisticsmanagementplanfordistribution.Allthefourvariablesofmarketingmixareinterconnected.Byincreasingthepriceoftheproduct,thedemandoftheproductwillbelessenedandlesserdistributionpointswillberequired.Ontheotherhand,theproductUSPcanbesuchthatmaximumconcentrationisoncreatingbrandcognisancehencebetterpricingforaproduct.Finally,theoverallmarketingmixcanresultindynamicmodellingbasedoncustomerfeedbackforimprovingaproductandthesamecanbelaunchedastheupgradedproduct.MARKETINGMIXOF4P’SFORCOMPETITIVEACHALLENGEMarketingMixisthecombinationoffourelementsi.e.Product,Price,PromotionandPlaceandeverycompanyhastheoptiontodesignanoptimumadmixinordertocreateatrustedmarketingstrategy.Themarketingmanagerhastoconsiderthebehaviouralforcesandthendecidemarketingelementsinhismixconsideringtheavailableresources.Themanagermustexaminetheresourcesofthecompanytodecideamixofproceduresthatfittheresources.Thetoplevelmanagementhastosupporttheireffortinsupportingnewwaysofbusinessthroughtheorganization.TheoreticalApproachDuetonospecificationonhowmuchpercentageofattentiontoproductplanningmixedwithpricingorhowmuchofpricing.Orhowmuchofphysicaldistributionandhowmuchofpromotionaleffortswouldbringaboutanoptimumresulthenceitcannotsubstituteanindividual’sstrategy.Itistheoreticalinnature.LackofUniformityThereisnouniformopinionaboutthecompositionofthevariablesofmarketingmix.Ithasledtoconfusionanddifficultytounderstandthecomponentsoffourelements.ChangingEnvironmentMarketingmixisdynamicandflexibleconcept.Thusitchangeswiththechangeinneedsandpreferencesofthecustomersandmarketforceslikecompetition,governmentpoliciesandmarketingsituation.ToIdentifyTargetCustomersThemarketingmanagerhastoidentifythetargetcustomersbydiscoveringtheirneedsaswellasexpectationsfordecidingappropriatemarketingmix.Propermarketresearch,foresightedapproachesareveryimportantfactorstolocatetargetmarkets.Strategiesformarketingmixof4p’sforcompetitiveadvantageTheMarketingmixby4P’sisaconjurationanditcanonlybeimplementedby managers.Marketingmixisagreateststrategyforattainingcompetitiveadvantageforanyfirm.Thecustomeriskingthusitismandatorytoemployexcellentmarketingmixbymarketingmanagerisessentialasthesekeyelementswillsatisfythecustomerneedsanddemands.ItishighlynecessarytoplanandimplementappropriateMarketingMixof4P’Sforcompetitiveadvantage.Marketingmanagementisaboutplacingtherightproduct,attherightprice,attherightplace,attherighttime.Followingarethestrategiesformarketingmixby4p’sforcompetitiveadvantage:ProductMixAproduct,serviceisthestartingpointofallmarketingactivities.Aproductisacombinationof differentattributes. It comprises of physical factors such as colour,design, performanceandnonphysicalfactorslikevalue,qualityetc.Productplanninginvolvesavarietyofdecisiontobetakenfirmlytobringtheproductinthemarket.Decisionsconcerningtoproductarerelatedtothefollowing–Designisveryimportantinatoday’sworldasitisallaboutgainingattention,focusingitontheproductandinfluencingthepurchasedecisionofthecustomers.Thedesignisdirectlylinkedtoshowsuccessandmakesthedifferencebecauseitleadstogoalachievement.Technologyshouldbeusedtodevelopuserfriendlynewproductswithproductdifferentiation.Usefulnessofproductcanincreasemarketshareoftheproductasitisveryessentialcomponenttohavecompetitiveadvantageinthemarketaproductshouldbedevelopedkeepingextrausesincomparisontosametypeofproductavailableinthemarket.Productdifferentiationisestablishedinthemarketbyincreasingtheusefulnessofaproduct.Valueissomethingwhichisalookaroundofcompanieswhiledevelopingaproductsothatifcustomersarepayingthentheyshouldnotfeelthattheyhavebeenchargedmorethanthemanufacturingcostoftheproduct.Hencehighperformanceproductwhichmeetsorexceedsacustomerdemandrelatedtoaproduct’sperformanceshouldbedeveloped.Convenienceisaparameterrelatedtousageoftheproductandtheproductshouldbringeaseinlifeofcustomer.service.

QualitygainscustomersasanindividualalwayslooksforgoodqualityproductorPackagingisusedforraisingtheproduct’svalue.Foranillustration,McDonald'shadchangeditspackagedesignacross118countries.Packagingincreasestheperceptualexperiencesaboutthequalityoftheproduct.Brandingusuallyassureshighoratleastconsistentqualityandhenceencouragesrepeatpurchasing.Warrantiesgiveanassurancetothecustomeraboutaftersalesservicewhichassuresthecustomeraboutthedurabilityoftheproductandmaintainssatisfiedcustomersinthemarket.PriceMixThepriceistheamountacustomerpaysforaproduct.Itisascertainedby variousfactorsincludingcostofmaterial,productdifferentiation,competition,marketshareandthecustomer'sperceivedvalueofaproduct[6].Thedecisionsrelatedtothepriceareasfollows-Strategiespricinginvolvesimportantdecisionsforafirmastherecanbeanoptiontofixthepriceoftheproductoncompetitivebasis,inthisamarketerselectsacompetitivepricingstrategyasheactuallyseekstocompeteonthebasisofsuperiordistribution,appealingadvertisementsandseveralotherfactors.Skimmingmeanspricingtheproductrelativelyhighincomparisontothesimilarcommoditiesandthengraduallyreducingtheprice.ThestrategyofskimmingallowsthefirmtorecoveritscostrapidlybymaximizingitssalesrevenuethusskimmingstrategyhasbeenusedeffectivelyongadgetslikeLCD’s,calculators,laptopsandDVDplayers.Penetrationpricingmeansfixingthepriceoftheproductcomparativelylowtosimilargoodsassumingthatitwillcapturewidemarketandthiswillallowthecompanytoraisethepriceofitsproduct.Psychologicalpricingisusedallovertheworldthereforemarketersbelievecertainpricesaremoreappealingthanotherstobuyersthiskindofimagepricingareoftenenvisioned.Thepsychologicalpricingisdonebytheretailersbyusingpricetaglike`39.95,`19.98or`9.99.Cost-plusisaconceptinwhichsomecompaniestrytomaximizetheirprofitsbypricingtheirofferingsveryhigh[7].Everyfirmhasdifferentpricingobjectives.Itistheprocessofcost-basedpricingwherebyaddingallcostsassociatedwithofferingacommodityinthemarketbyincludingtheexpensesrelatedtotheproduction,transportation,distributionaswellasmarketingalsoanamountisaddedtocoverprofit.Lossleadermeansuseoflowpricestoattractnewbusiness.Amarketerwhoselectsacompetitivepricingstrategyisattemptingtousenonpricecompetition.PlacePlaceisgenerallyreferredtoasthedistributionchannel[8].Placecanbeanyphysicalstoreaswellasvirtualstores.Theprocessinvolvedintransferringproductsfromtheproducertotheconsumerisknownasphysicaldistribution.Thedecisionsrelatedtotheplacearefollowing–Retail.Retailerswillhaveamuchstrongerrelationshipwiththecustomerbecausehekeepsseveralotherproductsofdifferentbrandsthiswillleadtoexposureoftheconsumertomanyproducts.Oftenproductsandservicesarepromotedandmerchandisedbytheretailers.Wholesale.Wholesalersoftencutdownthepriceofaproductincomparisontoretailtraders.Hencethecustomersaregenerallysatisfiedtobuytheproductfromthem.Wholesalersprinttheirownbrochurestopromotesalesofmanufacturers.Buttheyshouldbegivensomecommissioninthetotalsalesrevenue.Internet.GenerallycustomersbuyproductsonlinebyusingwebsiteslikeFlipkart,eBay,Amazon,Jabongetc.ThemainbenefitoftheInternetisthatnicheproductsreachawidepopulationwithlowentrybarriersassetupcostsarecomparativelylesshencethereisaepitomeshiftincommerceandconsumptionviatheInternetthisledtoahugegrowthinecommerce.Directsalesinanymarketingareundertakenwithoutadistributororintermediary.Intermsofpromotionitmeansthatthemarketingcompanyhasdirectcommunicationwiththecustomer.ForexampleAquaguarddistributesthroughretailershoweveracustomercanregisterdirectlywiththemforinformationwhichisoftendeliveredbye-mailormail.Peertopeerisatypeofwordofmouthasifaproductisadmiredbyanindividualthenheconveysthemessagetohispeergroupandinmarketitisreallyeffective.Multichannelisveryusefultohavemarketsharefordifferentproductsandservicesandhencetheirmanufacturersorprovidersusedifferentdistributionchannels.Forexample,adiamondringcanbeboughtdirectlyfromtheGoldsmith,eitheronthetelephone,ortheInternet.PromotionMixPromotionactivitiesaremeanttocommunicate&persuadethetargetmarkettobuythecompany’sproducts.Thefirmchoosestheproducttomeettheidentifiedneedofthetargetsegment.Therightdistributionchannelisusedtomaketheproductavailableandthefirmundertakesattention-gettingpromotion.Thedecisionsconcerningpromotionarerelatedtothefollowing–Specialoffersarelikebuyoneandgetonefreeofcostormaybecoupons,discounts,freeaccessories(suchasfreebladeswithanewrazor),introductoryoffers(suchasbuyLCDandgetfreesettopbox),andsoon.Endorsementsareimportantforpromotionbecauseconsumersfollowtheirrolemodels,celebritiesandthusendorsementbringschangeinthemindsetoftheconsumers.Advertisingisanimportantwayofcommunicationhenceitisusedtocreateawareness,andtransmitinformationinordertogaincustomersfromthetargetmarket.Therearemanyadvertisingmodeandmediaforexamplemagazines,journals,moviestelevision,Adlabs,outdooradvertisements(suchasposters)andnewspapers.Usertrialsconvincecustomersaboutthefeaturesofthepro