When multiple businesses in a market sell the same product, the offensive marketing approach is used; as a result, each business only gets a portion…
Marketing Category
The Marketing category has detailed articles, concepts and How-tos to help students and professionals learn the concepts and applications.
Mass marketing definition and explanation with examples
What Is Mass Marketing? A single, consistent message is sent to a sizable audience as part of the mass marketing strategy. Mass marketing is meant…
Sales planning process explained with effective sales process
The sales planning process is very important for an organization as success cannot be achieved by haphazard actions. Sales planning process is usually done in…
Positioning – What is positioning? Concept of Positioning explained
Positioning is defined as the act of designing the company’s offering and image to occupy distinctive place in the target market’s mind. A simple example…
Positioning Strategy For A Brand
A positioning strategy is a marketing plan that helps you determine your business’s position in the market and how to attract more customers. If a…
What is Umbrella branding and its advantage in building a brand examples
Brand marketers are continuously searching for innovative ways to achieve and retain competitive advantage. Effective and attractive growth can be obtained by increasing market share….
The Wheel of retailing concept
The changing environment from all points of view such as political, economic, social, technological, legislative and environmental has affected most of the sectors in the…
7 Detailed Steps to Find Your Target Market
Finding your target market is different from choosing your target market. If you were a wolf, you can’t choose to sell apples in your neighbourhood…
Criteria’s for market Segmentation
Many of our articles talk about Market segmentation. If you have not read the previous articles, you can begin with the beginners guide to Market…
What is the Need for Market Segmentation? Key Practices & Benefits
Understanding the need for market segmentation is an important step for any business. Segmenting the market involves dividing a large group of potential customers into…
Six reasons for Market segmentation
In general, customers are willing to pay a premium for a product that meets their needs more specifically than does a competing product. Thus marketers…
What is Brand Recall? Importance, Measurement & Strategy
Brand recall plays a crucial role in getting more customers to stick with your brand as well as to buy your brand repeatedly. When you…
Customer Complaints: Complete Guide with Definition, Examples & How to Handle Them
All businesses that deal with customers will inevitably receive customer complaints, whether it be through direct customer interactions or providing support. The impact of these…
How to have a Successful Marketing Plan?
Creating a successful marketing plan is essential to the success of any business. It requires careful consideration of your marketing budget, channels, target audience, and…
3 Cs of Marketing: Company, Customers, and Competition
What are the 3 Cs of Marketing? The 3 Cs of Marketing (company, customers, and competitors) are the key elements of a successful marketing strategy….
Customer Analysis
Customer analysis is a way of analyzing and using customer data while strategizing an organization’s business plan. Customer analysis is a key element of customer…
Indirect Reference Groups
Marketing is mind-boggling and comprises of numerous aspects. Several people can be involved in marketing be it directly or indirectly and still play a significant…
7 steps to improve your distribution network
A set distribution network does a lot to take your company to new heights. A strong Distribution network works almost like automation, wherein you manufacture…
Target Market Selection – Importance and Strategies
Target market selection is the process of selecting your target market by choosing a specific group of consumers to whom you will promote your new…
Intensive distribution and its application in business
There are three main types of distribution in international market including intensive, selective and exclusive distribution. This article mainly deals with Intensive distribution. Intensive distribution…
Personal factors affecting consumer buying behavior
The decisions consumers make regarding purchases are highly impacted by personal factors, and marketers need to recognize this when planning their marketing strategies. Not only…
Customer Profitability
Companies often use customer profitability to figure out the net benefit they receive from their customers. This can involve anything from advertising and product expenses…
Modern Customer oriented organizational chart
The importance of customers as well as the dissemination of information over time has caused customers to reach the top of the organizational pyramid. This…
Reference Groups: Definition, Types, Importance & Examples
What are Reference Groups? Reference groups are social groups that are used ‘as the yardstick’ for self-assessment or team comparison and ‘as a standard or…
Factors Influencing Consumer Buying Behavior
When it comes to consumer buying behavior, there are many factors at play. Factors like brand loyalty, media influences, environmental influences, and even the time…
What is Brand ladder and how to use it for brand building?
Multiple qualities of the brand can influence consumer decision making. Brand ladder refers to the marketing tool used by marketers, to communicate all the benefits…
What is Profitability Analysis? – Definition, Types & Calculation
Definition: The profitability analysis is a financial analysis method that calculates how much profit a company generates in comparison to the total revenue earned. It…
Brand Personality – Definition, Importance and Examples
What is Brand Personality? Brand personality is the incorporation of human characteristics by a brand in a manner that different human-like adjectives can be attributed…
Classification of services
In order to be able to make a clear and relevant classification of services, we would first need to understand the concept of the word…
12 Questions that explain the importance of marketing research
When the focus shifted from manufacturing to marketing, market research became one strong tool of marketers to know the reaction of the market before launching…
5 advantages of market competition to end customers
Ask any business man and he will say that competition is a bad thing. However, that is far from the truth. In fact, active competition…
7 business locations that increase brand visibility
What is Business Location? Business location is the placement of a business in a specific geographic area. Businesses may choose to locate in a particular…
What is Customer Lifecycle? Stages and Analysis
The customer life cycle is a roadmap to envisioning the path customers take when interacting with a brand, product, or service. By comprehending each stage…
Types of Competition: Perfect, Monopoly, Monopolistic & Oligopoly
Types of competition are the various types of market systems in a particular industry market that incorporate different businesses or companies that compete with each…
Different types of marketing research and when to use them
There are many different types of marketing research which can be used by any company trying to find out better ideas for their products or…
What is Captive Product Pricing? A Complete Guide With Definition & Examples
When a business sells a core product along with different accessory products or complementary (also known as captive products), it uses a captive product pricing…
What is Behavioral research? Importance, Methods & Examples
Like any other pattern in life, including demography and geography, behaviors can also show how consumers make their purchase decisions. In fact, the subject of…
What is Market research
Market research is a process of collecting data using different research techniques to gather qualitative as well as quantitative data about a target market. Market…
Positioning by celebrity endorsement
This article is from guest author Manish Badlani who is a management student from IBS, Mumbai (ICFAI Business school). Manish loves marketing and advertising and…
How to make a Targeting Strategy?
Deciding on a targeting strategy is the next step in carrying out segmentation. Where segmentation segments the complete market, targeting only observes the individual segment….
