In order to be able to make a clear and relevant classification of services, we would first need to understand the concept of the word…
Marketing Category
The Marketing category has detailed articles, concepts and How-tos to help students and professionals learn the concepts and applications.
12 Questions that explain the importance of marketing research
When the focus shifted from manufacturing to marketing, market research became one strong tool of marketers to know the reaction of the market before launching…
5 advantages of market competition to end customers
Ask any business man and he will say that competition is a bad thing. However, that is far from the truth. In fact, active competition…
7 business locations that increase brand visibility
What is Business Location? Business location is the placement of a business in a specific geographic area. Businesses may choose to locate in a particular…
What is Customer Lifecycle? Stages and Analysis
The customer life cycle is a roadmap to envisioning the path customers take when interacting with a brand, product, or service. By comprehending each stage…
Types of Competition: Perfect, Monopoly, Monopolistic & Oligopoly
Types of competition are the various types of market systems in a particular industry market that incorporate different businesses or companies that compete with each…
Different types of marketing research and when to use them
There are many different types of marketing research which can be used by any company trying to find out better ideas for their products or…
What is Captive Product Pricing? A Complete Guide With Definition & Examples
When a business sells a core product along with different accessory products or complementary (also known as captive products), it uses a captive product pricing…
What is Behavioral research? Importance, Methods & Examples
Like any other pattern in life, including demography and geography, behaviors can also show how consumers make their purchase decisions. In fact, the subject of…
What is Market research
Market research is a process of collecting data using different research techniques to gather qualitative as well as quantitative data about a target market. Market…
Positioning by celebrity endorsement
This article is from guest author Manish Badlani who is a management student from IBS, Mumbai (ICFAI Business school). Manish loves marketing and advertising and…
How to make a Targeting Strategy?
Deciding on a targeting strategy is the next step in carrying out segmentation. Where segmentation segments the complete market, targeting only observes the individual segment….
Product Bundling: Definition, Importance, Types & Examples
Product bundling is a great way to get more bang for your buck. It involves combining multiple items into one package, offering customers a deal…
Brand Positioning: Definition, Statement and Strategy
What is Brand Positioning? Brand Positioning is the positioning strategy of the brand with the goal to create a unique impression in the minds of…
Brand Loyalty and its Importance
Brand loyalty is a trust-driven association between consumers and a brand when consumers develop an emotional connection with a brand and keep on opting for…
What is a Brand Community and How to Build a Successful One?
What is a brand community? A brand community is a functional group or platform that brings together all the loyal buyers, users, and employees in…
Bottom-Up Marketing Strategy
Bottom-up marketing involves developing a marketing strategy within an organization by finding a workable tactic and then building on it to create a powerful strategy….
Below-the-Line Marketing: Definition and Use in Advertising
Below-the-line marketing is often mistaken for the other type of marketing—above the line. Below-the-line relates to lower forms of marketing that involves more personal and…
Customer Concept
The Customer concept is a 4 stage model which shows how the organization can achieve growth by capturing and retaining its customers. The customer concept…
Forecasting Methods
Forecasting predicts future values based on past values or historical data. Forecasting enables firms to make intelligent decisions regarding capacity planning, inventory control, and logistics…
The Framing effect and how it can be used in advertising?
Ever noticed how, in hollywood movies, the hero is many a times “framed”? What does framing mean and what is the framing effect? Framing means…
Free Rider Problem – Explanation, Solutions and Examples
What is the Free Rider Problem? The free-rider problem is when individuals who profit from shared resources, common pool resources, or public goods either do…
Frequency Marketing: Definition, Advantages and Examples
What is Frequency Marketing? Frequency marketing, also known as loyalty programs, involves encouraging customers to make repeat purchases by enrolling them in a formal program…
What is Fusion Marketing? How it Works, Pros and Cons
Depending on the nature of the business, sometimes a firm may have to implement various marketing and advertising channels and creative ideas in a single…
Qualitative Market Research
Qualitative market research examines the opinion and emotions of customers about a specific product or brand. Qualitative research involves interviewing a select group to uncover…
What is Push Strategy? Best 21 Ways to Execute It
Push Strategy is a strategy focused on pushing more products to the customer through sales, discount pricing, coupons and other such methods. Unlike Pull strategy which…
What is Customer Value? Definition, and How to Create It
Every business exists to fulfill one core mission: to deliver value to its customers. Between goods, services, or experiences, customer value shapes how customers perceive…
How to manage and motivate channel dealers
Channel sales is always tricky. This is because your dependency on other people is double that of corporate sales. In corporate sales, you might meet…
Value Delivery: Definition, Process, and Preparation
Value Delivery is the process of providing value to customers by means of a product or service. This involves developing the product, packaging it, promoting…
Quantitative Market Research
Quantitative research involves gathering numerical data, which is further analyzed via mathematical and statistical methods to measure variables. This type of research often requires a…
Customer Retention Strategies
Customer retention is an essential goal for any business aiming to succeed. The longer you can maintain customer loyalty, the more likely they are to…
Building structural ties for customer retention
Customer retention mainly means that the customer should be ready to repurchase the brand. In such scenarios, structural ties with the customer can ensure that…
How to reduce customer defection and bring down defection rate?
It is a known fact that one of the variables which hit’s the bottom line of all established companies hard is the customer defection rate….
What is Customer Equity? Components of Customer Equity
Customer equity is a result of customer relationship management. Customer equity is the total of discounted lifetime values of all of the firms customers. In…
Customer Driven Organization
Business today has taken a whole new direction where competition has become stiffer, and margins have become smaller. Success currently not only depends on technological…
One-to-one marketing: Definition, Examples and Strategies
One-to-one marketing, also known as personalized marketing or individualized marketing, is a strategy that focuses on building relationships with one customer at a time. For…
6 Smart Sales techniques for retail sales person
In today’s competitive environment, the job of a retail sales person is difficult and he needs to have a lot of sales techniques up his…
How to use your customer database
A customer database is generally used by companies which have repeat buyers, which go through regular updates, give repeated services or for cross selling different…
Target market vs Strategic market
The characteristics of both – Target market and Strategic market are different. Hence, when our readers ask us the difference of Target market vs strategic…
Product Classification: Definition, Types & Examples
The concept of product classification is nothing new – it’s been around for decades. However, in recent years, the need for an organized system of…
