Demarketing occurs when a company reduces demand for its product or service due to inadequate supply or excessive promotion and distribution expenditures in some locations,…
Marketing Category
The Marketing category has detailed articles, concepts and How-tos to help students and professionals learn the concepts and applications.
Who are Brand Advocates and what is Brand advocacy?
Brand advocacy is a type of marketing strategy that encourages consumers or employees of a brand to behave like brand advocates and promote their positive…
Mystery Shopping – Skills & Characteristics of a Mystery Shopper | Blog
What is Mystery Shopping? Mystery shopping is a tool used by businesses to measure the quality of customer service. Businesses will hire mystery shoppers to…
What are Brand Assets?
Definition of Brand Assets Brand Assets are the consistent signals that make it quite easier for the consumers to recognize and identify the brand and…
What is Brand Alliance?
Brand Alliance Definition Brand Alliance is an agreement between the companies that combine two or more individual brands, products or other related assets with an…
Brand Affinity – Definition, Meaning, Importance and Tips on building it
Brand affinity is the natural liking or positive inclination or love of an existing or potential customer towards a brand. It is the highest point…
What is Purchase Intent? Definition, Types & How to Measure
Definition: Purchase intent, also known as buying intent is a metric that refers to the likelihood that a customer will make a purchase. It is…
What are Switching Costs? Definition, Types & Examples
Definition: Switching costs are the expenses associated with changing from one brand, service, or supplier to another. These costs can be both financial and non-financial…
Stealth Marketing: Examples, Advantages, and Disadvantages
Definition: Stealth marketing is a type of marketing that focuses on gaining attention without being detected, which means it advertises a product or service to…
Reverse Marketing Explained with Examples
Reverse marketing refers to a scenario where the firm does not actively seek out customers, but instead, the customers seek out the firm. An example…
What is Brand Activation & Why is it Important?
Brand activation is the execution of a marketing process used to generate awareness, drive consumer actions, and build lasting connections through interaction and brand experiences…
ABC Analysis in Inventory Classification Explained with Examples
Inventory management is a humungous task for all business corporations. For those into manufacturing and retailing, inventory management is a vital business function that determines…
Target Pricing
How is a selling price for any product calculated? The norm for price calculation in any business is generally like this: Calculate all the costs…
How to conduct a Market Survey?
When a company grows larger, then any changes they make affect the customers. Thus, if a company wants to keep their customers happy, they need…
What is Share of Wallet (SOW)? Definition & How to Calculate It
Definition: Share of Wallet is the percentage of total spending an existing customer prefers to do with a particular brand. It’s an important revenue-based marketing…
Types of Market Research Questions
A common confusion that we get when conducting a market research survey is the market research questions that we should ask from the sample population….
What is Brand Extension?
What Is Brand Extension? Brand extension is when a company uses an already-established brand name to launch a new product. The new product can be…
What are the Functions of Retailing?
Various parties to the production and distribution of goods play a pivotal role in any economy keeping the robust volume of trade and commerce flowing…
How to Choose Distribution channel in Marketing?
A correct Distribution channel is the backbone of a sales strategy. Without a proper channel, it is unlikely that the brand will be able to…
Objectives of Trade Promotions
Trade promotions include smart ways to push more of your product to your distribution channel. The more the motivation of distribution channel, the more the…
Factors affecting Sales of a Product
Any business, whether a start-up or an established one, put maximum efforts for expanding sales volume because sustained growth in sales is the only key…
What is Word of mouth Marketing?
What is a Word-of-Mouth Marketing Strategy? Word-of-mouth marketing is a marketing method that encompasses any and all ways people talk about your company with others….
What is a By-Product? By-Products Examples and Pricing Strategies
What is a By-Product? Many times, the production process results in the creation of Leftover products. These leftover products may not be as valuable as…
Industrial Sales – Characteristics of Industrial sales
What is Industrial Sales? 6 Characteristics of Industrial sales Industrial sales or B2B sales is a touch business due to the inherent nature of industrial…
4 Different types of Retail Categories – What services do retailers provide?
Retail is an industry which is at war right now. There are many products of different kinds being sold from various type of retail outlets….
6 Logistics activities or 6 Functions of logistics in an organization
Logistics is also known as Physical Distribution management. Logistics is an activity carried out by many different companies for the physical distribution of goods. FMCG,…
What is Non-Store Retailing – Examples and Types
We recently had a look at the different kinds of retail services that exist. A general definition of retail is the use of a retail…
Keller’s Brand equity Model – CBBE Model by Keller
Brand equity is the holy grail in the subject of branding. The ultimate objective of a branding team is to increase the brand equity of an organization. This can…
11 Objectives of Advertising – What are Advertising Objectives?
The main objectives of advertising include product or service introduction, brand awareness creation, customer acquisition, value creation and Differentiation from competitors. Advertising also focuses on…
Difference between Marketing and Advertising
Marketing is recognizing, anticipating, and fulfilling customer requirements. At the same time, advertising is a business practice in which a company pays to display its…
Lifestyle Segmentation – Examples, Benefits, Types
Lifestyle segmentation is a method of categorizing a market’s potential buyers into distinct groups of individuals who share similar lifestyles. For example, an activewear market…
Aaker Brand Equity Model
In the field of marketing, Brand Equity means the value of a brand. The concept of the value of a brand is very interesting and…
Distribution Cost: Definition, Importance, Types & Examples
For any company which is involved in distribution, distribution cost is a major bottleneck. There are many different distribution costs which must be taken care…
Types of Channel Structures – Industrial Channel structure & Consumer Channel structure
Whenever designing a distribution channel, there are many factors in consideration. One of them is how close the company is to its target market. The…
What are the Functions of Wholesalers? Explanation & Examples
A wholesaler plays a vital role in the supply chain by helping to manage inventory levels. They can purchase large quantities of products from manufacturers…
What is the Sales Organizational Structure? Types & How to Write One
In the competitive world of sales, one cannot underestimate the importance of an effective sales organizational structure. It is the backbone that supports the operations,…
What Are Concept Statements? How To Write A Concept Statement?
A concept statement is the essence of a business plan. If you are writing a business plan, know that this statement lays the groundwork for…
Product Strategy: Definition, Importance and How to create one?
What is Product Strategy? Product strategy is a top-level organizational strategy that portrays what an organization needs to accomplish with its product and the way…
Trademark vs Copyright – Difference Between Copyright And Trademark
A trademark is a sign, logo, or symbol used to identify a product or company and distinguish it from others. A copyright is legal protection…
Difference between Packaging and Labelling
Packaging and labeling sometimes need clarification in product marketing. Their duties differ, yet both help launch products. Product labeling is information, while packaging is structure….
