Likewise, the customer who shops at 4am is just as important as the customer who shops at noon. Advertising is the key to getting the brand out there. Brand establishment is even more important on the Internet to create and maintain these associations 6. The key is to watch your competitor closely and if possible stay ahead of them. If they can't find it at CDNow, they'll look for it at Tower or Virgin.
People are self interested, so are companies.
People want fast service and quality products at a low price. Companies want to make money, while offering their services, and at the same time beat out the competition. People need a powerful incentive to change their behavior That powerful incentive most often is one of 2 things, a better product or a lower cost. If you can provide both, that's all the better.