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.
第一和最重要的元素，韦尔巴赫尔（2003）在文章中谈的是，大多数营销人员只专注于最传统的营销意识，其次是刺激反应模式。在这种情况下，消费者一般可分为纯分类的响应和非响应对营销campaignthat的销售商已经推出了。这是一种以偏概全的假设的基础上发生的商品和为特定的品牌营销。重要的是要明白，当市场上需要的服务和组织的刺激反应模式的一个显着不同的方法或不适用（诚和博之，1990年，格罗斯曼和夏皮罗，1984年，赫希曼的原因和影响等元素的营销模式和汤普森，1997年）营销服务机构和组织，需要把重点放在不容易被划分为四个PS市场营销，一样的价格，产品和包装的元素。组织通常需要他们的名字，他们的努力和社会的道德，而不是他们自己的包（建筑，它的辉煌，它的位置和方便）或它们的价格在市场营销方面的营销。在这种情况下，大量的组织已经成功地组织营销，如苹果，戴尔，沃尔玛，壳牌，这只是几个例子很多。
的作者谈论的一个因素是如何适当地影响消费者需要由市场营销人员进行。作者指出，“要取得成功，广告必须设立一个接触与消费者的消费者自觉地参与到广告，然后，受到它的影响。”（韦尔巴赫尔，2003年），在这种情况下，它是适当的何况，营销人员需要关注开发活动和广告，渗透消费者的心在这样一个方式，正面的影响是创建和消费者的联营公司他或她自己的产品（诚和博之，1990年，格罗斯曼和夏皮罗，1984年，赫希曼和汤普森，1997年）。这种情况可以解释得通的例子，如iPhone和iPod或纸巾品牌是建立在他或她只是想使用这些产品，根据品牌在消费者心目中成为相关的产品和影响协会。
