Marketing

It can be conceived as an omnipresent science in all contemporary events and happenings. Marketing is concerned with researching the needs of a market -which may be of goods or services- matching supply with demand, protecting the quality of the product or service to be promoted and sold. From this perspective, it is also recognized that the function of marketing is much broader and deeper than the one associated with traditional marketing: it is about knowing customers and consumers in depth. Marketing can be applied to anything, even to the service of political ideology and is capable of marketing human lives as well as lethal weapons. Equally, if used as a technique or science, it is exciting to enter the world of marketing, for example, of gambling, or of cutting-edge bioengineering technology applied to cell cultivation.
The formation of consumer attitudes is influenced by personal experience, the influence of family and friends, direct marketing, mass media, and the personality of consumers. Individuals who have a high cognitive need, i.e., those who seek information and enjoy thinking, are likely to form attitudes in response to advertisements that present a wealth of product-related information. On the other hand, consumers who have a low cognitive need are more likely to form favorable attitudes in response to more superficial aspects, such as hiring celebrities to promote a product.