What is a Brand Coordinator? A brand coordinator is someone who helps to oversee and manage a brand. This can involve creating marketing campaigns, working…
Marketing Category
The Marketing category has detailed articles, concepts and How-tos to help students and professionals learn the concepts and applications.
What is Product Standardization? Uses and Advantages
What is Product Standardization? Product standardization refers to the process of maintaining uniformity and consistency among the different iterations of a particular good or service…
What is an incentive scheme?
Also referred to as an incentive program, an incentive scheme is a formal scheme that is usually put to use when a company wishes to…
What is a Fragmented Market?
A fragmented market is one in which no single entity dominates the industry. It is distinguished by many small and medium-sized firms vying for customers…
What is a Captive Market? Definition, Examples
What is a Captive Market? A captive market is one in which a few sellers or suppliers control the distribution of specific commodities. In a…
What is Geodemographic Segmentation?
Geodemographic segmentation is a market analysis technique that categorizes consumers into specific groups based on their shared demographic and geographic traits. It is a powerful…
What is Brand Character?
Brand Character can be defined as the set of human attributes and characteristics associated with the brand giving it a unique personality and recognition in…
What is meant by being Brand Conscious? How to target such customers?
The concept of Brand Conscious can be defined as the awareness of the brand and it’s products offerings that are quite distinctive from the other…
What is Sponsorship Marketing?
Whenever you watch a TV reality show, I am sure that you must have noticed the anchors announce a series of names or at least…
What is Guaranteed Maximum Price? Know How GMP Contracts Work
A Guaranteed Maximum Price (GMP) construction contract sets the maximum project cost. It is a contract between a contractor and the project owner that specifies…
What is a Cult Brand? Explained with examples
Definition of a Cult Brand A Cult Brand offers the specific range of products or services that enjoys the loyal and committed set of customers….
Social Identity Theory – Meaning, Variables Involved and Examples
Human beings are social animals and are shaped by their relationship with other people. The self-identity of a person is affected by the ways in…
Importance of Marketing Ethics
Definition of Marketing Ethics Marketing Ethics can be defined as the set of guidelines and the area of applied ethics that acts as a guiding…
Social Learning Theory
It has been theorized that human beings learn from observing and imitating others. People can learn new behaviors even without motor reproduction or direct reinforcement….
Importance of Marketing Environment
The Definition of Marketing Environment Marketing Environment can be defined as the various internal and external factors that surround the business on a day to…
Social Exchange Theory – Concept, Benefits, Examples, Variables involved
Relationships among individuals and organizations are based on exchange. By exchanging products, either material or immaterial, in ways that are rewarding to all the parties…
Brand Board
What is a Brand Board? A Brand Board is a document that contains all of the essential information and visual elements about your brand in…
Sales Coverage strategy
Sales are of paramount importance to any business. Small shops to global multi-nationals run their businesses in the hope of achieving their targeted sales goals….
What is Public Relations? Concept, Examples and Advantages
What are Public Relations? Public relations is a communication process that strategically builds relationships between an organization and its public. Public relations activities can include…
What is Tri-fold Brochure and how to Create a good one?
What is a Tri-fold Brochure? The Tri-fold Brochure is designed using an 8 ½ x 11 sheet of paper folding it twice creating three panels…
Brand Consistency – Definition, Importance and Examples
Brand consistency is the process of having a strong and consistent brand personality and business identity that incorporates all your branding efforts from brand messaging…
What is Transit advertising? Definition and Types
Also called as advertising on transport, Transit Advertising is advertisement placed on or in any mode of transport – from buses to taxis, trains, trams,…
Brand Collaterals
Brand Collaterals are the collection of media and promotional materials used to promote the brand in a significant manner in the market and to the…
What is Piggyback Marketing? Definition, Examples, Rules, & More
Piggyback marketing is a strategy where two or more companies promote each other’s products that complement each other but are not in competition, in their…
Brand Collaboration
The concept of Brand Collaboration can be defined as the strategic alliance between two or more brands for curating a unique and specific product or…
What are Brand Characteristics?
Brand Characteristics are the core values and fundamentals that showcase the true essence of the brand. They are a set of attributes that are identified…
What is Brand Competition?
Brand Competition can be defined as the rivalry between the companies offering the similar line of products or services in the same target market and…
What is Manufacturer Branding?
To understand manufacturer brand, let us divide the phrase Manufacturer branding into two. Dealing with the manufacturer at first, a manufacturer is someone who is…
What is Brand Communication?
Definition of Brand Communication Brand Communication is an important part and tool of brand management by which the companies inform, persuade, enlighten, teach, remind, and…
What is differential pricing?
As the name itself states, differential pricing refers to different prices applied in the market based on various factors such as geography, external environment or…
How to create a Customer Profile?
A customer profile is a useful tool for businesses to understand their target audience. Customer profiling contains essential information on the customer’s pain points, interests,…
What is Brand Reputation? Importance of Brand Reputation
Brand Reputation is the perception of the brand and how the particular brand of the company is viewed by the customers, stakeholders, and the market…
Institutional Advertising
Advertising is the backbone of businesses. If done right, it has the ability to help a business earn millions and this is precisely the reason…
What is Marginal Pricing?
Fixed and variable costs are the two major costs in the current business. Variable costs are those that vary with the volume and outcome of…
What is a Macro Environment? Definition, Factors, & Examples
Definition Macro environment is a term used to refer to the external factors and forces, both economic and social, that businesses must consider when creating…
Behavioral Targeting – Examples, Types, Process
Behavioral targeting is a type of online advertising that monitors and assesses user behavior on the internet. It employs information collected from websites, apps, and…
What is Price Transparency?
In the world of business, the role of the component ‘price’ is of utmost importance. No matter the amount of marketing effort or promotional campaigns,…
What is selling cost – Factors and Components of Selling Cost
According to the dictionary of marketing, selling cost refers to the expenditure, which is done by a company. This includes the promotion as well as…
What is Carryover Effect or Carry-over Effects?
A carryover effect is an effect which is carried over from one condition to another over a period of time. Carry-over effect happens in Advertising…
Concept of Product Class
To understand the concept of Product Class, it becomes essential to first understand what exactly a “product” is. A product can be defined as anything…
