The goals listed in the article, ‘Making meaning: the fate of the consumer market ‘by Chris Barnham, is mainly understanding the consumer’s history and vital needs regarding to the brand products, the consumer’s needs, understanding the revision of the models of marketing in history up to the present and the roles played by the customers throughout the cycle of advertising.
Since the commencing of marketing by manufacturers in the early 1950s, it was the main task for the brand producers to rely on their messages and what the product entails to the customer without the involvement of the consumer who was regarded as a ‘passive recipient’, as the author puts it. In this position, the customer was not regarded to give their personal experiences or views associated with the product since it was solely the responsibility of the producers to determine the consumer’s need on their own. It seems the producers had it all figured out by going ahead and producing products without ensuring or asking themselves if the product does satisfy the needs of the customers or if at all the consumers may find the product a useful item of use. The contribution made by the consumer to the marketers was regarded as obsolete hence the need to ensure the participation of the customer.
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