Failing to influence consumers can have devastating consequences for businesses. In this module we are exploring some of the challenges involved in influencing consumers in a way that is favorable. Develop a main response, in which you address the following:

• Given what you know about consumer behavior and marketing strategy, why is it so difficult to determine the reasons for strategic failure to influence consumers?
• How can firms minimize the likelihood of failure to influence consumers?
• What pitfalls might a firm need to consider? Use examples to support your ideas.