Marketing is very much about creating a want for something. You can do your market research and see if there is an incipient want, or a need that you can cultivate. You'll also find a lot of people searching for solutions on the net to specific problems. But once you have found an area where enough people are in need of a particular thing, your next step as a marketer is to create a want for your solution & product.
This of course applies to shop displays and mannequins too. People need warm clothes in winter as a solution to being cold. Now a marketer needs to create a want for the clothes that are going to be sold. After that you can advertise where they can get it and make sure you catch their attention.
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