THE UNKNOWN QUANTITY IN MARKETING.

The article considers the claim that human behavior is unpredictable and unknowable in light of marketing strategy and business planning. The author takes issue with the previous claim and notes the ability of product marketing to create a need where one didn't exist before. The author argues that the successful manufacturer must be able to anticipate the needs of the public. The article discusses the marketing strategy of selling satisfaction, distinction, or happiness instead of a car, mouthwash or a mattress. This strategy acknowledges the knowable and controllable aspects of human behavior and advises marketers. The author advises advertisers and manufacturers to become students of human nature.