Importance of Marketing for Companies and Businesses Products.

Marketing is very import for businesses to sell their products effectively and get good profits. A good marketing strategy can make a small brand to become one of the biggest, as we can see many examples like Levis, Microsoft, and many others.

The success of the biggest companies in the world have been possible thanks to the accurate application of financial and marketing strategies. These strategies made this brands able to achieve brand loyalty, which is the basis of their success. Brand loyalty is the customer preference on certain brand product over time, thanks to the trust or dependence developed to that brand. Brand loyalty is a very important goal for business success.

One common reason for brand loyalty of customers is the so called vendor lock-in, also known as proprietary lock-in or customer lock-in. It is the situation in which a customer depends on a specific vendor to get products and services they need. It can be caused by the lack of competition, and this can result in a monopoly, in which one company is the only one giving one service or producing a certain product, and so controlling that part of the business.

Apple Inc. is a good example of vendor lock-in. Their products are only compatible with Apple products only, most of the times. Third party providers could sometimes license elements of the technological interface and pay Apple for accepting compatibility of other brand products. In this way Apple, makes money even if they didn't participate in the manufacture of the product.

Marketing is focused on studying customer behavior to offer products that people need. Marketing strategies are essential to know if a product will sell, even before manufacturing the first product. Through marketing strategies, companies can even create a new need in people. This has resulted in the consumerism we can see in many countries, with people buying things they don't really need, and throwing them away quickly when new products arrive.