URL: https://www.gcumedia.com/digital-resources/grand-canyon-university/2018/marketing_an-enterprise-view_2e.php In the first paragraph of this chapter, the quote from Harold Coffin (1905-1981) stated: “A consumer is a shopper who is sore about something. ” In essence, Mr. Coffin suggests that a marketer’s job is to tap into a problem, or create a “problem,” that can only be “solved” by the consumer’s purchase […]