Among the multitude of ways in which new technologies have changed lifestyles, approaches to work and leisure, as well as shopping and spending patterns, the field of marketing has strongly been influenced by consumer desires for convenience.  Consider the following advertisements:

Resources:

Discussion Questions:

  1. Explain the connections between all of these commercials.
  2. How do the characteristics of price and quality compare with the emphasis on convenience?
  3. Name other products and industries that have been affected by the new trend toward convenience in marketing?
  4. Explain how convenience marketing might affect every aspect of a marketing communications program.

About Dr. Donald Baack

Co-author of textbook.

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