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The reason for increasing importance of marketing is that it’s hard to move into today’s markets because a lot of them are (close to) saturated. If they are and your product doesn’t distinguish itself enough to draw a customer away from an already established brand (doesn’t matter if that’s a luxury or discount brand) you won’t be able to enter. So the monopolistic competition which we see in a lot of products today (a lot of different sellers with slightly different products) can go two ways: be a discounter that sets the price as low as possible (dangerous, because first you need to optimize your production to a point where you are able to compete with other already established discounters and secondly because other companies might try to kick you right out of the market by overstocking, which is also seen a lot in oligopolies with or without collusion) or you make your brand unique, set it apart. But with honey there is a degree of quality that is simply good enough for most people. What do you do? Either you create the most expansively made honey (where the money isn’t worth the additional quality except for people who are obsessed with honey) or you create a distinctive packaging and a name that combines design and quality. So normal people have more use for the more beautiful looking packing than for the bit of extra quality. So people buy one of these because they like the package. They won’t buy a lot since it’s not an everyday product (for regular people) because it’s probably too expansive. And you certainly don’t buy it for the honey. You buy it because it looks almost like a piece of art (I don’t think this particular packing is that great, but there are product designs out there that are truly stunning). You like looking at it and it’s probably at least good honey in there, if it isn’t you won’t buy it anymore and the business will fail. I doubt you would tell people who buy art that they are stupid, but it’s almost the exact same concept, you buy it because it looks nice but is has absolutely no other use than looking nice. Secondly, we are programmed to be superficial to some degree and the selling point of this particular honey is certainly the design. But if your product is bad you can trick customers only the first time. The second time they just won’t buy it anymore, if the honey tastes bad. Marketing is always portrayed as if people were fooling you into buying there stuff. “Bad” marketing may does that but that’s not a sustainable business model. Good marketing gets your attention and keeps customers because they like the product more than the product they used before. That’s not possible with a product that doesn’t meet the customers expectations.
TL;DR: Good marketing won’t help with a bad product in the long run, free market is to some degree to blame that marketing is necessary.