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….
Marketing Category
The Marketing category has detailed articles, concepts and How-tos to help students and professionals learn the concepts and applications.
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…
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…
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…
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…
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…
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…
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…
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…
Classification of services
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…
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…
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…
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…
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…
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…
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…
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…
Customer lifetime Value
Knowing your Customer Lifetime Value (CLV) is decisive when it comes to determining the well-being of your business. CLV gauges how much a customer may…
Movie Marketing – The next big thing
Gone are those days when handbills, wall paintings, posters, and hand painted board signs were the most prominent ways for marketing a movie. Actors never…
Product Management – Example, Types and Career
To be effective in product management, you must comprehensively grasp the customer’s requirements and guarantee that the product fulfills them. Good communication skills and strategic…
Direct marketing – Definition, Types, Steps and Examples
What Is Direct Marketing? Direct marketing is a type of marketing and advertising where organizations communicate directly to customers through various channels, including brochures, email,…
Positioning by Competition
In todays increasingly competitive world, you cannot ignore the competition. The strategy of Positioning by competition therefore keeps the competition as a benchmark and devises…
7 tips for Channel sales management
There are numerous industries and businesses which work on channel sales and marketing. In channel sales, instead of employing many executives, the company passes on…
10 factors which determine a good sales personality
Being a sales man or a sales personality in your field is one of the most tough job nowadays due to the number of rejections…
Beginners guide to Market Segmentation
This is a comprehensive guide on Market segmentation which lists out the different types of segmentation, role of segmentation in marketing, the advantages of segmenting…
Job responsibilities of sales manager
In a previous article, we wrote about the role of sales executives. The sales executives are the driving force for a company. But the sales…
What is Meta Market – Advantages and Examples
What is Meta Market? Meta Market is a virtual marketplace that focuses on providing customers with a range of products or services that are either…
How to conduct secondary market research?
Secondary market research is used when there is information available for your product in the market through publications or references which can be searched and utilised….
Types of Market
The types of market you are in determines the type of business strategy you need to have. Strategies for consumer markets are completely different from…
10 Amazing Cold Calling Tips and Advice For Closing Prospects
Most salespeople hate cold calling because it involves a lot of physical work and also you have to face rejection many a times from potential…
Marketing Management Process: A 5-Step Guide
The marketing management process goes through various stages to ensure the success of a product in an organization. In a challenging business environment, with a…
The importance of Secondary market research
Secondary market research will always have second priority over primary market research. However, in many cases, secondary market research itself plays a pivotal role. Such…
Secondary Market Research for Beginners
Secondary market research can very simply be stated as research which can be done from your desk or without getting involved in the field. This…
19 Great Ways to Market Yourself in 2026 (With Examples)
Marketing yourself is about showcasing your abilities and building your persona. This process involves creating a unique brand identity through your mission, values, and ambitions,…
Company Orientation towards the marketplace
As the market has changed, so has the way the company deals with the marketplace. The company orientation towards the marketplace deals with the concepts…
Characteristics of Services and Their Examples
Characteristics of services are fluctuating demand, intangibility, inseparability, heterogeneity, or variability, pricing of services, service quality is not statistically measurable, perishability, user participation, lack of…
What are the needs, wants and demands of marketing?
Marketing serves customers, and each customer has different needs, wants, and demands for themselves. Differentiating them is the marketer’s responsibility. In summary, needs are items…
What is Cost-Plus Pricing and why it is a good Pricing Strategy?
Cost-plus pricing keeps the price of products and services in such a manner that it covers the cost of production and provides sufficient profit margin…
