The average person seems to consume just about anything that they need or want at a large rate. This is apparent when certain holidays or events come around that have been strategically placed throughout the year. As soon as the credit card bills are paid down after Christmas, Valentine's Day seems to require some spending as well. Spring break seems to require quite a bit of money to entertain the masses and then there's the 4th of July and its ridiculously overpriced, and highly regulated, fireworks that make up additional spending. Toss in the birthdays, anniversaries, and the occasional out-of-the-doghouse presents and we can clearly see the importance of the marketing mix. Competition deems it necessary to become crafty about how a product is marketed in today's society, and how the Four P's (product, price, place, and promotion) are used in the developmental phase (Basic Marketing, pg 35, 2011).
For example, the out-of-the-doghouse present must be needed and wanted; Skechers developed a 'Shape-up' shoe that became very successful.
Such a product that your humble narrator had to purchase once was a pair of unbalanced, curved sole athletic shoes that instantly puts the 5foot 2inch wearer to a much elevated eye-level. These shoes were developed and marketed by Skechers in 2009 as an athletic shoe that can be used to tone certain muscle groups when walking, during low impact exercises or various calisthenics (Mahalo, 2011). This product was developed to feel as if the user was walking through sand. With such an 'innovation' to the shoe market, Skechers was able to shock the consistent sneaker designs with this product. It focused on the Shape-ups features, benefits, and design. The features are obvious; a rather large bulbous sole allows the user to rock from the heel to the toes.