As stated in this statement, marketing is often understood as getting people to buy things they don't need, want, and can't afford. Marketing plays a big role in why people buy things, but the one thing it doesn't do is force people to buy a product. In fact, it is illegal for sellers to mislead people into purchasing a product or service. I will focus on advertising in marketing as the amount of product advertised in the media will push the individual to make a purchase. What one person needs, another doesn't, but if a person needs a certain product they will buy it no matter what it costs or how much it is advertised. It's not fair to say that marketing is all to blame, the individual's personality and purchasing habits contribute to purchasing products they don't need, don't want and can't afford. Which product is purchased all depends on the buyer. Some individuals can control what they buy whether they have the money or not, while others won't think twice before purchasing the latest product on the market. People who buy products as soon as they hit the market are called innovators, and marketing doesn't really affect these customers since their shopping habits control the purchase. In some cases the way a product is marketed causes people not to purchase that particular product. For example, meals are advertised as "meals for one", some single people purposely don't purchase them because they don't want to be reminded that they are eating alone. This is just one example of how marketers push back sales instead of increasing them. David Jobber (2004) stated that sales promotions are customer or industry incentives designed to stimulate purchasing. Sales promotions can include discounts, free gifts... middle of paper...... solutions to increase sales of their products and all services, and will do whatever it takes to get as much of the audience to make the purchase. Works Cited Perreault, W D., McCarthy, E J., Parkinson, S., Stewart, K. (2000). Basic marketing. Berkshire, UK: McGraw-Hill.Jobber, D. (2004). Marketing Principles and Practice, (4th ed.). Berkshire, UK: McGraw-Hill.Baines, P., Fill, C., Page, K. (2011). Marketing (2nd ed.). New York, USA: Oxford University press.Shimp, T. (2003). Advertising, Promotion, and Supplementary Aspects of Integrated Marketing Communications, (6th ed.). Ohio, United States: South Western.Keller,K., Kotler, P. (2012). Marketing Management, (14th ed.). Essex, UK. Prentice Hall.Armstrong, G., Kotler, P. (2013) Principles of Marketing, (15th ed.). Essex, UK. Prentice Hall.