ABSTRACT
Ambiguity and uncertainty are avoided in the marketplace by displaying an enormous variety of goods in big box stores, in particular, that are not all aimed at the same type of consumers. An attractive feature of successful modern retailers is that customers should have no worries, since they will always be looked after as a priority. The scope of marketing now encompasses everything consumers want or need from the market. Plans also act as a useful checklist for a marketing department. Product differentiation mirrors the different needs of market segmentation. A strategy of differentiation is intended to exploit every possible market segment. And consumers like novelty, with new designs celebrated each year. Maintaining the brand's sanctity will ensure the brand is never tarnished by wrong claims, unsuitable media, inappropriate events, bad company, or outdated technology. The brand must always be meaningful to consumers, however much social customs, fashions, or the environment may change.
