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  At present, more enterprises are hoping for constant progress and achievement. In this case, some people may raise the dispute whether the companies should develop themselves by making more advertisements and they think making advertisements is the most important method to stimulate the sales of their products. From my perspective, although more customers might be familiar with products after watching the Ads, I still believe the other two areas should be more concerned for the following reasons and examples.

  To begin with, owing to consumers’ real concerns about the quality of products, the companies are supposed to enhance the technology of their products to ensure their products’ advantages in the market. Specifically speaking, the more wealth of average families generated by the social progress makes current citizens focus more on the quality of products that can not be ensured by the advertisement. Thus, the companies should spend the majority of their resources in developing and researching the latest technology. Take the phones’ market as an example. Compared with Nokia that was outdated and had to confront the bankruptcy ultimately, Apple company experiences a sprouting development thanks to the brand-new products of higher quality. It is generally acknowledged that the prices of Apple products are not low, however, the company’s products still receive warm welcome from people throughout the world. Let’s take a brief analysis of the success of Apple. Instead of using the outdated technology, Apple is courageous to invent new technology, namely, touch-screen technique that Nokia had once thought of but failed to insist on developing. Besides, the new operation system called IOS and strong App platform based on the new system has produced many precious opportunities for Apple, which is demonstrated by a huge number of users who are favor of the epoch-making products that offer clients much more convenience than phones of other brands. Consequently, although Apple seldom makes advertising, the Apple products are still favored by many consumers thanks to its superiority about its own higher quality of products.

  To be followed, aside from the quality of products, the companies are also required to focus on building good relationship with customers. In other words, no products can be perfect in every aspect, in this way; the maintenance of good relationship between companies and customers can help solve some potential crisis when some defects happen to the products. Take the event occurring to Volkswagen as an example. The rupture of rear shaft in New Sagitar, a type of vehicle promoted by the company; caused a huge loss to the company. However, the Quality Supervision Department of the company made a quick response and a spontaneous announcement that all the defective automobiles will be recalled and the company promised to the customers that the real suspension system would be fixed. The tragedy will be enormously serious, even endangering the reputation of the company and causing the irretrievable effects. However, the long-period good relationship with customers plays a key role in preventing the loss of customers. Surely, the immediate measures that are taken by the company are also as important as the maintenance of relations. Finally, the crisis was solved successfully, which should be ascribed the long-term good relations built by the company with the customers and the company’s sincere attitude when dysfunction of the car appears.

  Admittedly, to some extent, making advertisement can bring some benefits. The advantages of products will be presented by the audiences, bringing much convenience for potential clients when they have the demand for certain products. Except for that, owing to knowing the products, the consumers can compare them with their counterparts in the market and make the final decision to purchase. It appears to be sensible, however, the majority of advertising will conceal their drawbacks and exaggerate their merits and current consumers have been conscious of that. Therefore, many consumers will cast doubt to the quality of the products, and thus, compared with the possibility of being doubted by the consumers after viewing the advertisement, the company should spend more energy and time in optimizing its products to win the favor and acclaim from the customers.

  In a word, to be successful in the business, the companies should not focus on advertising. Instead, the improvement of quality and the maintenance of relationship with customers should be prioritized for them. By focusing on feelings of consumers, the companies can achieve a constant progress.

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