ABSTRACT
Every society develops a system by which goods are produced and distributed. The range of goods available for consumption frequently is large and the processes of distribution and consumption are complex. The two previous chapters have shown how this marketing system is composed of institutions and channels. Consumption is the ultimate goal of this system. During consumption, conflicts arise among types of consumers and between consumers and other marketing institutions. A commonly held axiom is that the customer is always right but, as Katona (1960) points out, usually consumers have exhibited only brief flashes of power. Real marketing power lies with other groups. Consumer attitudes on this however have changed dramatically since the mid 1960s.
