The adoption theory has a simple objective – To observe new product adoptions and new product diffusion in the market to understand how and why…
Marketing Category
The Marketing category has detailed articles, concepts and How-tos to help students and professionals learn the concepts and applications.
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…
How many segments should a new business enter?
There are various types of segments and each of the segment has its own advantage. However, one of the key factors of segmentation is differentiation….
What is Consumer Marketing? Definition, Strategies & Example
Definition Consumer marketing is about knowing what drives individuals to buy a product and then devising techniques that appeal to their emotions. It is a…
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…
B2C vs B2B marketing – Difference Between B2C and B2B
What are B2B and B2C Marketing? The terms B2B and B2C stand for “business-to-business” and “business-to-consumer.” B2B marketing is when business markets and sells its…
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…
Brand Identity – Meaning, Impact, Elements and Purpose with Examples
What is Brand Identity? Brand identity is the face of a company or product, and how it is perceived by the consumer. It is made…
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,…
How to segment or differentiate between brand loyal customers?
Brand loyalty is a principle studied in depth by all major companies. In fact, in segments like FMCG and medicine, brand loyalty goes a long…
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,…
Understanding Consumerism & how it depends on level of involvement of customer
Consumerism is an economic and social system that prioritizes purchasing products and services. Over the last century, industrialization has resulted in overproduction, with more supply…
Why brands fail – Reason for brand failures
Why brands fail is a question asked by Top management as well as the overall organization when a brand fails. During the process, no one…
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 Above the Line Marketing? Difference between ATL, BTL & TTL
The line in marketing refers to the different types of advertising that companies use to reach their target market. Above the Line (ATL) is any…
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…
What is Prestige Pricing? A Complete Guide with Definition & Real-Life Examples
In the world of business, pricing strategies can make or break a company’s success. Prestige pricing, for instance, is a fascinating approach. This method works…
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…
Sales Forecasting
Sales forecasting is a difficult area of management. Most managers believe they are good at forecasting. However, forecasts made usually turn out to be wrong!…
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…
How to analyse consumer behavior by asking these 12 simple questions?
Analysing consumer behavior is difficult because there are many factors which influence consumer’s behavior. However, if you ask these 12 basic questions, then the going…
Selective attention & importance of capturing customer’s attention in marketing
Most people would get the logic of selective attention through a simple example. You are going through a boring lecture on finance, and a hot…
Service Marketing Mix – 7 P’s of marketing
What is Service Marketing Mix? The service marketing mix is also known as an extended marketing mix and is an integral part of a service…
Coca Cola Brand Failure
Think of a brand success story, and you may well think of Coca-Cola. Indeed, with nearly 1 billion Coca-Cola drinks sold every single day, it…
Target marketing explained
Target marketing, also sometimes known as niche marketing is the art of marketing only to a desired target market. Thus target marketing mainly involves two…
How to improve product quality? A guide for Business managers
Out of the many tasks given to the marketing department, one of them involves improving product quality. This is a job more precisely for the…
What is Conjoint Analysis? Types & How to Use It
Conjoint analysis might sound a bit intimidating, but it’s just a fancy term for a method that helps us understand how people make decisions. Ever…
What are Activities, Interests, and Opinions (AIO)?
What Are Activities, Interests, and Opinions (AIO)? Activities, Interests, and Opinions (AIO) are characteristics of a person which are used by market researchers for psychographic…
Total Customer Satisfaction – What it is and how to achieve it?
There are various ways to define total customer satisfaction. However, the underlining fact is very clear – You need to try to make your customer…
Vals – Values attitude lifestyle
Vals which is also known as values attitude and lifestyle is one of the primary ways to perform psychographic segmentation. All three terms are intangible…
