markets for specific products and to estimate sales potential. Markets may be differentiated by population groups or by geography. Some types of clothing are more likely to sell in Florida and California than in the northern Midwest. Some cosmetics will appeal more to black customers than to white customers. Marketing research is an expensive undertaking, and its costs are built into the prices of products.Almost every company in the United States that manufactures a product, that provides a service, or that sells products or services through retail outlets uses advertising. Those that use it most are companies that must create a demand for several products or services among many people residing in a large area. While advertising brings the economies of mass selling to the manufacturer, it produces benefits for the consumer as well. Some of those economies are passed along to the purchaser so that the cost of a product sold primarily through advertising is usually far less than one sold through personal salespeople. Advertising brings people immediate news about products that have just come on the market. Finally, advertising pays for the programs on commercial television and radio and for about two thirds of the cost of publishing magazines and newspapers.Consumer goods are those that are sold to final users, the customers. These goods include food, clothing, automobiles, television sets, appliances, and all those things people go to stores to purchase. To sell a product or good successfully you must appeal to the consumer. Companies use advertisement to entice them to go into stores and purchase products. For instance, coffee is a very popular and fast selling consumer good, which will always be in demand. A popular commercial and slogan was used by Maxwell Coffee to differentiate them from other coffee companies. A Cup of Instant Culture was the slogan the company used earlier this decade. With coffee drinking on the wane, coffe...
