When Barbie first came onto the scene in 1958, she was unique. Unlike the other dolls on store shelves, Barbie was no child. And playing with her, young girls for generations have acted out visions of their future. Barbie is more than just a plastic doll; she's a fantasy.

As Barbie shows, when people make a purchase, they buy more than a product or service. They also buy something that's harder to put your finger on. Marketing majors learn how to discover the special something that people want and how to convince them that their product has it.