It's more like an awareness thing:
When a cashier asks you "Cash or credit card?" and you respond with "money order" or with "traveler's check," you get looked at as if you're a Cyclops;
When someone asks you if you use Windows or the Apple Macintosh OS and you answer "Ubuntu" or "Linux" or "Mint" you get the stink eye;
Many times, people aren't even aware that other options or paradigms exist. After all, we may use Windows/Mac OS on our computers, but businesses use some type of Unix computer system to run ATMs and cash registers.
Marketing is definitely important, and it has to be handled the right way. The sooner losing marketing strategies are discovered, the sooner they can be thrown away in favor of strategies which are proven to get results.
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