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,…
Marketing Category
The Marketing category has detailed articles, concepts and How-tos to help students and professionals learn the concepts and applications.
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…
The 7 Steps of Market segmentation – Process of segmentation
As we have discussed in many articles previously, market segmentation is important for any firm. However, the steps in market segmentation are equally important to…
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,…
How to analyse the product mix of any brand? With example of coca cola.
This is an article by request of a reader. One of the many questions you need answered while analysing a competitor, is the analysis of…
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…
Service triangle or The service marketing triangle
The service marketing triangle or the Service triangle as it is commonly called, underlines the relationships between the various providers of services, and the customers…
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…
What is the Importance of Advertising for Businesses?
Advertising is an important tool for businesses due to its ability to engage potential customers, increase sales, build brand recognition, and highlight the unique features…
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,…
What is Consumer Buying Behavior? Types and Stages
Consumer buying behavior is the series of steps taken by shoppers, both in person and online before they make a purchase. To achieve your goals,…
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…
Individual Marketing and its Impact on Today’s Business Environment
Individual marketing involves customizing an organization’s products and services to meet customers’ requirements and preferences. By utilizing customer data and insights, organizations can deploy one-to-one…
Commodification – Meaning, Features, and Examples
Commodification is the process of turning various things into commodities that can be traded. It refers to the act or process of treating something as…
What Is Affinity Marketing? Definition and Strategies for Success (Updated 2025)
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 are Business Goals? Definition, Examples, and Steps
Business goals are the desired results that a company aims to achieve. They help define the business’s success and can also serve as a source…
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…
What is Product Life Cycle? Definition, Stages & Examples
The product life cycle is the depiction of different stages a particular product goes through, from being introduced to the consumers (called Introduction) to being…
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…
Pricing Strategies
The only time when price setting is not a problem is when you are a “price-taker” and have to set prices at the going rate,…
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….
Difference between Selling and Marketing
The difference between Selling and Marketing is associated with the roles and responsibilities of sales and marketing teams. Selling focuses on the process of getting…
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…
