Fennell, G. (1978). Consumers’ perceptions of the product. use situation. The Journal of Marketing, 38-47.

Marketing’s first law, “Don’t sell what you happen to make; make what the consumer wants to buy,” is implemented through the identification of consumer wants and the formulation of brand positionings to respond to these wants. In a competitive environment, this means, in particular, the identification of consumer wants that are not being addressed or adequately satisfied by the brands currently available.