The packaging is what the customer will see on the shelf, take home and look at until the product is used. Shelf and store placement are also important for sales. Similarly, the merchandise on the top shelf will sell the best because people don't like to bend down, and competition is stiff of the top shelf advantage. This aspect of marketing, often called merchandising, affects every business. Manufacturers and wholesalers arrange their display rooms to maximum advantage.
Book stores have special displays for current best sellers and discounted books.
In clothing, cardboard tags catch the eye. All of these things go into the comprehensive marketing plan, but most importantly, like every business document, it is a living document. Markets change, tastes change, fashions change, and businesses must be flexible enough to adapt to those changes or fail. For example, the Fisher Carriage Company made good carriages, but the development of the automobile was the end of the business. The next time you get in or out of a Cadillac, look at the step plate.