Any company which produces goods is concerned with the sale of the goods and movement of goods from the company to the end customer. This…
Marketing Category
The Marketing category has detailed articles, concepts and How-tos to help students and professionals learn the concepts and applications.
What is Corporate Advertising? Examples of Corporate Advertising
Corporate advertising is a very interesting concept to learn about. In a few ways it is quite similar to the advertising done for products and…
Why Sales motivation is important and what are Objectives of Sales motivation?
Sales is one of the toughest jobs out there simply because of the number of rejections involved to reach a sales target. You have to…
What is a high involvement product and characteristics of High involvement purchase?
A high involvement product is a product where extensive thought process is involved and the consumer considers a lot of variables before finally making a…
What is communications mix and its role in Marketing?
There are multiple components of a communications mix. The communications mix in marketing comprises of the various ways that a company can communicate with its…
Geographical pricing and its application in Marketing
As the name suggests, geographical pricing is a pricing model where the final price of the product is decided on the basis of the geography…
Channel Conflict: Definition, Types, Levels, Causes & Examples
Channel conflict occurs when two or more channel partners are competing against each other for the same business. Channel conflicts can arise when there are…
What is Sales Prospecting & its role in Sales?
When you want to paint a picture, you have to start with a blank page. Just like that, when you want to make a sale,…
How to choose a Market segment? 5 approaches to Choosing a market segment.
Whenever a new business starts, the common question which the business owner faces is “Which segment should you target?”. It is not only about which…
How to segment a Business Market? Steps in Segmenting a business market.
One of the more difficult markets to operate in, the business market is legendary for its bureaucracy and for the time taken in making business decisions or…
Understanding the Product Hierarchy and Examples
Products can be organized in a hierarchy based on their basic components, which shows the relationship between them. The hierarchy includes both essential components and…
Ingredient branding and How to build an Ingredient brand?
Ingredient branding is a wise and crafty way to go about creating a unique brand. A successful ingredient brand has the power to directly influence…
10 tips & tactics for Marketing a luxury brand
There are various types of products in the market running on various marketing strategies. Some of them are penetrative, trying to defeat the competition on…
Product line stretching
The product line length within a company keeps changing. Generally, there are three price bands which exists in any market – Lower priced products, middle…
Classification of Industrial products – Industrial products classification
Classification of Industrial products is necessary as it helps decision making for the organization. Industrial goods are classified on the basis of their relative cost…
Five product levels in Marketing
In one of the previous articles, we discussed different types of products and broke the products in 3 parts. However, many experienced marketers define the…
4 questions to ask yourself before targeting new customers
If i ask 100 businessmen out there what they want, each one of them will say that they need more customers to grow their business….
Product line competition – How to compete on the basis of Product lines?
One of the key factors which differentiates between brands, especially when they are in the consumer durables, FMCG or retail segments, is the product line…
How to collect primary data for Market research?
Secondary data sources are easily available in the market. Or, the Internet is one of the most common resources being used for secondary data collection….
What is Repositioning? Definition, Importance & Examples
In the fast-paced world of business, staying still is not an option. Companies always need to stay ahead of the curve, constantly evaluating and refining…
5 Main Advertising Theories
The 5 Advertising theories help us understand how advertising can influence consumer behavior and make potential customers adopt specific products, thereby developing a preference that…
The importance of consumer buying behavior
Why do you need to analyse customers and what is the importance of consumer buying behavior? There are many reasons for the same and this…
Above the line Vs Below the line marketing
One of the things which confuses many of our student readers is the distinguishing features between Above the line vs below the line marketing. Before…
What is Benefit Segmentation? Definition, Examples & Advantages
In the current diverse marketplace, gaining a deep understanding of your audience is crucial for successful marketing. It goes beyond knowing their demographics; it’s about…
What is Marketing? Purpose, Benefits and Limitations
What Is Marketing? Marketing is the strategic process of creating messaging that will attract an audience to a company’s product or services. In simpler terms,…
DAGMAR: Definition, Steps, Phases, Objectives
What is Dagmar? DAGMAR, an acronym for Defining Advertising Goals for Measured Advertising is a conceptual advertising framework for setting concrete, measurable objectives for advertising…
Brand Essence – Definition, Importance and Examples
Brand essence is a couple of phrases or two to three words that communicate a company’s USPs and core values that differentiate the brand from…
Adaptive Selling & how to use it for sales
Adaptive selling is a strategy that requires the sales representative to adapt or customize the selling style based on the behavior of the customer. This…
Ambush Marketing – Definition, Types, Examples and Legality
What Is Ambush Marketing? Ambush marketing is a controversial marketing strategy where a company associates itself with a major event without paying for official sponsorship…
Usage based segmentation and its application in Marketing
About 3 decades back, the tetra pack as well as sachets were difficult to come by. However, now when you go to a retail store,…
The Use of Convergence Marketing for Better Reach
Definition Convergence marketing refers to customer-centric marketing in which the marketing, design, sales, and IT teams coordinate to ensure the company presents a uniform, consistent,…
Why customer reviews and recommendations are most important nowadays?
Word of mouth has gained immense popularity nowadays. The simple reason for this is that there is so much advertising and so many options that…
Customer empowerment and the rising power of consumers
Most customers have an opinion of how a product should be or how a company should work. In the past decades, no one listened to…
What Is Affinity Marketing? Definition and Strategies for Success (Updated 2026)
Affinity marketing is an integral part of a solid and successful marketing strategy. This is when two or more businesses work together to promote their…
A Study on McDonald’s Arch Deluxe Burger Brand Failure
As well as the McLibel Trial, McDonald’s has also experienced a number of more conventional marketing problems in recent years. Most of these problems have…
What is Pricing? Definition, Types, Strategies & Examples
Pricing is a price-fixing process that businesses use to fix the price value that a manufacturer will receive for offering its products or services. An…
Advantages of Decentralized Sales Force
A decentralized sales force constitutes of people placed at various strategic points across locations. These strategic points might be across a region, across a state…
Product Concept: Definition, Types, Importance & Example
What is a Product Concept? A product concept is the description of the characteristics, quality, and performance of a product at the initial stage in…
Internal Customers – Definition, Examples and Characteristics
Definition: An internal customer is defined as a customer who works in the organization and does not pay for using the company’s product or service….
Selling concept – Definition, Examples, Pros and Cons
During WWII world industry geared up for accelerated wartime production. When the war was over this stimulated industrial machine turned to producing consumer goods. By…
