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…
Marketing Category
The Marketing category has detailed articles, concepts and How-tos to help students and professionals learn the concepts and applications.
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…
10 Factors influencing High involvement purchase
If you look at the family life cycle, you will find that as a person grows in stature in his life, he begins purchasing more and…
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,…
3 levels of Product competition – How companies compete on basis of products?
One of the most common forms of competition, and a factor which brings in more and more competition day by day is Product competition or…
What is Product Design? Definition, History & How to Become a Product Designer
Product design is the process of finding out market opportunities, understanding the problems, creating a product as a solution, and validating that solution with potential…
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…
Role of Packaging in Marketing and sales of a product
One of the most important elements in the Marketing mix is Promotions. And lately, packaging has become a strong element of the Marketing mix. Some…
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…
6 types of Product Mix pricing to push products in the market
The product mix constitutes not only a single product line but all the products within an organization. A company like HUL or P&G or even…
Co-Branding – Definition, Uses and Examples
What Is Co-Branding? Co-branding is a marketing strategy that involves partnering with another company or brand to create a joint brand. This can be done…
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…
What is Sampling plan and its application in Market research?
Once you are ready with your market research plan, then comes the implementation part. And the first step of implementation is determining your sampling plan….
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….
7 Advantages of giving Good Customer Service
One of the reasons good businesses become great is because of the loyalty they command from their customers. This loyalty ensures that the customers stay…
What is the objective of market research?
Market research is the practice of researching people’s thoughts, opinions, and behaviors concerning a given product or service. It’s typically conducted by contacting customers to…
19 different types of target markets based on segmentation
Once you have done your segmentation (via the different types of segmentation), you will land up with a target market. Now, based on your segmentation,…
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…
The relation between USP and Value proposition
Many a times, readers get confused between value proposition and USP which stands for unique selling proposition. They generally ask the difference between the same….
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…
Adoption Theory – Theory of product adoption
The adoption theory has a simple objective – To observe new product adoptions and new product diffusion in the market to understand how and why…
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…
How to find distributors for your product or company?
The process to find wholesale distributors for your product can be tricky. It’s important to not only make sure that their goals align with yours,…
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…
