The first and foremost element that Weilbacher (2003) talks about in the article is that most marketers focus only on the most traditional marketing sense where the stimulus response model is followed. In this case, consumers generally fall into the neat categories of responsive and non-responsive against the marketing campaignthat the marketer has launched. This is a sweeping assumption based on marketing that takes place for goods and for specific brands. It is important to understand that services and organizations when marketed require a significantly different approach as the stimulus response model or the cause and effect model on such elements of marketing does not apply (Makoto and Hiroyuki, 1990, Grossman, and Shapiro, 1984, Hirschman and Thompson, 1997.) For marketing of services and organizations, elements that need to be focused on cannot be easily classified into the four Ps of Marketing, like price, product and packaging. Organizations generally require marketing of their name, their efforts and their social ethics instead of their package (building and its splendor, or its location and convenience) or their price (in marketing terms). In that case, a large number of organizations have been successful in organizational marketing like Apple, Dell, Walmart and Shell, which are just few examples of many.
One element that the author talks about is about how a consumer needs to be appropriately influenced by the marketing that the marketer conducts. The author states that “to be successful, an advertisement must establish a contact with the consumer in which the consumer consciously attends to the advertising and is, then, influenced by it.” (Weilbacher, 2003) In this case, it is appropriate to mention that marketers need to focus on developing campaigns and advertisements that penetrate the consumer’s mind in such a way that positive influence is created and the consumer associates him or herself with the product (Makoto and Hiroyuki, 1990, Grossman, and Shapiro, 1984, Hirschman and Thompson, 1997.) Such cases can be explained through examples like iPhone and iPod or Kleenex where brand names become associated with products and the influence is created in the mind of the consumer where he or she only wants to use those products based on brand association.