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For marketing to be successful, it must create a desire for a product. a marketer, therefore, needs to understand: a) current consumer perceptions of the product and what must be overcome to improve those perceptions, b) what price/value equation will have the most appeal, c) who do consumers believe to be credible sources of product information, and d) where to place this key information in the form of promotion, advertising, etc., so that it will reach the right consumer target. When all of these elements are successfully integrat- ed, marketing connects with the consumer and builds desire for the product,.