In the absence of competition, wingless males had marginally higher lifetime reproductive success than winged males, probably because mating winged males tended to die faster than wingless males. In contrast, during competition experiments in larger cages with multiple individuals of each morph, the winged males no longer had a clear mating advantage over wingless males. In one-on-one mating competitions in small arenas between winged and wingless males, the winged aphids obtained most of the matings with virgin females. Fitness costs and benefits associated with wing dimorphism were investigated in the male pea aphid, Acyrthosiphon pisum (Harris) (Hemiptera: Aphididae).
So I think the key to marketing is truly understanding the consumer and meeting their needs.Insect dispersal dimorphisms, in which both flight-capable and flightless individuals occur in the same species, are thought to reflect a balance between the benefits and costs of dispersal. If you do that right, then you know what products they want, how much they will pay, and how to advertise. So I think marketing starts with a good product.Ĭharlie: But to have a good product, you first must understand the customer and their needs. Julie: But isn’t it more than just advertising? To build a strong brand, don’t you need to start with a good product first? There’s no point advertising something that people won’t buy again.
Their cars are a status symbol, so people are willing to pay more to own one.īarry: So, what you’re saying is the key to marketing is lots of advertising in order to build a strong brand so consumers will pay more and buy more. That’s what I think marketing is all about. They gain new customers through their reputation and word-of-mouth.īianca: You know what you’re talking about is having a strong brand. Mike: And those types of restaurants don’t even need to advertise. For example, with an expensive restaurant, having high prices is a sign of the quality of the food and their service. Jay: But hang on a bit, there are firms that like to charge high prices. So, I think that a key part of marketing is having a low price. Mitchell: Sure, McDonald’s do all that, but they focus on value as well. At McDonald’s, their marketing all about convenience and service. That’s why in their marketing they train their staff and continuously open more stores, which have lots of seating and parking, as well as having playgrounds and drive-thrus. Paul: No, they wouldn’t – they would want to increase profits, not sales. Natalie: But is it just about getting people to buy more? For instance, McDonald’s could get people to buy more Big Macs if they started selling them for only $1 – I’m not sure that they would really want to do that. Susie: That’s fine, but how do you actually do that? I think marketing is the various tasks that you undertake to get consumers to buy more, such as having special offers and developing great new products. Vicki: To me the answer is pretty straightforward – marketing is all about working out how you can get consumers to buy more products from your firm. IMPORTANT: Try not to use a standard textbook definition – instead, see if you can construct a suitable definition of marketing in your own words.Ī Discussion of What Marketing is All About Then see if you can come up with your own definition of marketing (based on some of these views and your general understanding of marketing). Therefore, your first task in this activity is to firstly review the various views/definitions of marketing in the conversation below. To assist you with this task, a number of different views and perceptions of marketing have been presented below. Our task in this exercise is to construct our own definition of marketing. Review the activity below or download the PDF student worksheet Topics defining marketing, role of marketing, marketing mix scope