Where products are tangible in nature and easily differentiated on the basis of features, form, performance and quality, service differentiation is quite challenging and needs…
Marketing Category
The Marketing category has detailed articles, concepts and How-tos to help students and professionals learn the concepts and applications.
Positioning Process – Steps involved in Positioning
The positioning process is important to be identified and followed by any organization which wants to implement its marketing strategy soundly. It is a difficult…
Positioning techniques
Companies apply various positioning techniques in market so that they are always ahead in competition. Some of the techniques used for positioning are: 1) Perceptual…
What is a brand
What is a brand? A Brand is a name, term, design, symbol, or other feature that distinguishes an organization or product from its rivals in…
Database Marketing – Definition, Types, Importance and Strategies
Database marketing collects consumer data such as names, contact information, and purchase history to create targeted marketing strategies to attract, engage, and convert potential customers….
Difference between goods and services
Goods and services are the lifeblood of any economy. Goods are tangible assets or physical objects that can be seen, felt, and utilized, whereas services…
What is a Horizontal Marketing System? with Examples
Given the current state of the economy, companies from many industries need help to sustain the same profits that they enjoyed in the mid-2000s, before…
Effective Positioning
According to the basic principles of marketing, products and services are created to solve customer “problems” (i.e., to satisfy needs and wants) and provide benefits….
How to rock at Corporate Sales
Corporate sales is one of the most sought after profile for a Sales professional. Unlike institutional and channel sales, the strategies needed to excel at…
How to get repeat business from customers
Repeat business is critical for the success of any business. It refers to customers who come back for more purchases or services, instead of just…
What is Door in the face technique?
What is Door-in-the-Face Technique? The door-in-the-face technique is a negotiation tactic where one party offers an initial concession that is so extreme that the other…
Concentrated Marketing Strategy
Concentrated Marketing is a type of marketing strategy that focuses on targeting a specific niche or consumer base. It involves creating campaigns tailored to the…
Offensive Marketing – Strategy and examples
When multiple businesses in a market sell the same product, the offensive marketing approach is used; as a result, each business only gets a portion…
Mass marketing definition and explanation with examples
What Is Mass Marketing? A single, consistent message is sent to a sizable audience as part of the mass marketing strategy. Mass marketing is meant…
Sales planning process explained with effective sales process
The sales planning process is very important for an organization as success cannot be achieved by haphazard actions. Sales planning process is usually done in…
Positioning – What is positioning? Concept of Positioning explained
Positioning is defined as the act of designing the company’s offering and image to occupy distinctive place in the target market’s mind. A simple example…
Positioning Strategy For A Brand
A positioning strategy is a marketing plan that helps you determine your business’s position in the market and how to attract more customers. If a…
What is Umbrella branding and its advantage in building a brand examples
Brand marketers are continuously searching for innovative ways to achieve and retain competitive advantage. Effective and attractive growth can be obtained by increasing market share….
The Wheel of retailing concept
The changing environment from all points of view such as political, economic, social, technological, legislative and environmental has affected most of the sectors in the…
7 Detailed Steps to Find Your Target Market
Finding your target market is different from choosing your target market. If you were a wolf, you can’t choose to sell apples in your neighbourhood…
Criteria’s for market Segmentation
Many of our articles talk about Market segmentation. If you have not read the previous articles, you can begin with the beginners guide to Market…
What is the Need for Market Segmentation? Key Practices & Benefits
Understanding the need for market segmentation is an important step for any business. Segmenting the market involves dividing a large group of potential customers into…
Six reasons for Market segmentation
In general, customers are willing to pay a premium for a product that meets their needs more specifically than does a competing product. Thus marketers…
What is Brand Recall? Importance, Measurement & Strategy
Brand recall plays a crucial role in getting more customers to stick with your brand as well as to buy your brand repeatedly. When you…
Customer Complaints: Complete Guide with Definition, Examples & How to Handle Them
All businesses that deal with customers will inevitably receive customer complaints, whether it be through direct customer interactions or providing support. The impact of these…
How to have a Successful Marketing Plan?
Creating a successful marketing plan is essential to the success of any business. It requires careful consideration of your marketing budget, channels, target audience, and…
3 Cs of Marketing: Company, Customers, and Competition
What are the 3 Cs of Marketing? The 3 Cs of Marketing (company, customers, and competitors) are the key elements of a successful marketing strategy….
Customer Analysis
Customer analysis is a way of analyzing and using customer data while strategizing an organization’s business plan. Customer analysis is a key element of customer…
Indirect Reference Groups
Marketing is mind-boggling and comprises of numerous aspects. Several people can be involved in marketing be it directly or indirectly and still play a significant…
7 steps to improve your distribution network
A set distribution network does a lot to take your company to new heights. A strong Distribution network works almost like automation, wherein you manufacture…
Target Market Selection – Importance and Strategies
Target market selection is the process of selecting your target market by choosing a specific group of consumers to whom you will promote your new…
Intensive distribution and its application in business
There are three main types of distribution in international market including intensive, selective and exclusive distribution. This article mainly deals with Intensive distribution. Intensive distribution…
Personal factors affecting consumer buying behavior
The decisions consumers make regarding purchases are highly impacted by personal factors, and marketers need to recognize this when planning their marketing strategies. Not only…
Customer Profitability
Companies often use customer profitability to figure out the net benefit they receive from their customers. This can involve anything from advertising and product expenses…
Modern Customer oriented organizational chart
The importance of customers as well as the dissemination of information over time has caused customers to reach the top of the organizational pyramid. This…
Reference Groups: Definition, Types, Importance & Examples
What are Reference Groups? Reference groups are social groups that are used ‘as the yardstick’ for self-assessment or team comparison and ‘as a standard or…
Factors Influencing Consumer Buying Behavior
When it comes to consumer buying behavior, there are many factors at play. Factors like brand loyalty, media influences, environmental influences, and even the time…
What is Brand ladder and how to use it for brand building?
Multiple qualities of the brand can influence consumer decision making. Brand ladder refers to the marketing tool used by marketers, to communicate all the benefits…
What is Profitability Analysis? – Definition, Types & Calculation
Definition: The profitability analysis is a financial analysis method that calculates how much profit a company generates in comparison to the total revenue earned. It…
Brand Personality – Definition, Importance and Examples
What is Brand Personality? Brand personality is the incorporation of human characteristics by a brand in a manner that different human-like adjectives can be attributed…
