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In other words, consumers see the product or service offering as a unified whole, rather than a bundle of separate component parts such as it's price, packaging, shape and so on. In this way, marketing communications conveys the meaning of the company's total product offering, helping consumers attain their goals and moving the company closer to its own goals...

Many products, particularly in the fast moving consumer goods (FMCG) category, are very similar to other products in their class. For example margarines are basically similar no matter what brand is selected, and the same goes for many fmcg products. In times of shortage, such as during the war years, goods were treated as homogenous commodities, and basically soap was soap! In less developed countries the same is true today...

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