Positioning can be done by using product characteristics or the customer benefits associated with the product. In essence, the positioning by product characteristics strategy relies…
The Marketing category has detailed articles, concepts and How-tos to help students and professionals learn the concepts and applications.
5 reasons to form a marketing strategy
A marketing strategy is devised by the firm to know exactly where it stands in the competitive environment and what strategy it needs to implement…
What is Marketing strategy?
There are many explanations and definitions which tell you what is a marketing strategy. However, it all boils down to one sweet and simple explanation….
SMART Objectives
The SMART objectives are a part of Management by objectives concept introduced by Peter Drucker. The SMART objectives are used regularly by companies to give…
The importance of Secondary market research
Secondary market research will always have second priority over primary market research. However, in many cases, secondary market research itself plays a pivotal role. Such…
Secondary market research
Secondary market research can very simply be stated as research which can be done from your desk or without getting involved in the field. This…
Experimental research
When we were in school, we used to carry out various types of experiments in our classes. The experiments were carried to find out the…
4 types of Market segmentation and how to segment audience with them?
There are 4 type of Market segmentation which are most commonly used. Market segmentation is one of the oldest marketing trick in the books. With…
How to conduct Observational research?
In one of the recent articles, we wrote about experimental research, which involves changing different variables to find out what changes can be made in…
5 Ways to Market Yourself at Your Workplace
Marketing yourself doesn’t have to be a daunting task – but it is something that needs your attention and care. Establishing yourself as an expert…
How to get prospects for sales?
One of the many challenges which a sales guy faces is getting the right prospects for his products or services. Thus, many sales guys are…
Company Orientation towards the marketplace
As the market has changed, so has the way the company deals with the marketplace. The company orientation towards marketplace deals with the concepts which…
Shopping products
There are numerous ways to classify consumer products and one of them is to determine the consumer buying behavior for a particular product and subsequently…
12 hilarious jokes on customer service
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Internal Marketing
Internal marketing is the internal promotion of a company’s mission, goals, products, and services with the employees and staff members with an objective to help…
Seven characteristics of services
There are several characteristics of services which differentiate a service from a product. These are Perishability, Heterogeneity, Intangibility and ownership. However, besides these four typical…
People in the marketing mix – The 5th P of marketing mix
Though added later to the marketing mix, People are one of the most important elements ever of the marketing mix today. This is mainly because…
Porter’s Value Chain Analysis – Value Chain of Porter
Michael Porter’s Value chain concept is one of the most valued concept in today’s market because the Value chain tells us how we can differentiate…
Leveraging the power of specialty products
Each and every marketer out there wants a product which the customer demands himself. The best product for a start up company can be one…
What is Geographic Segmentation? Examples and Steps
One of the most basic forms of market segmentation, Geographic segmentation divides the market based on the units of geography – such as location, languages used and…
What is Product portfolio management ?
Definition of Product Portfolio Management Product Portfolio can be defined as the compilation of products and services offered by the company to the target market….
Holistic marketing concept
Holistic marketing concept is a part of the series on concepts of marketing and it can be defined as a marketing strategy which considers the…
Mass Market – Definition of Mass market and explanation
The mass market is a term that is used to describe a large-scale market with plenty of end consumers. Mass markets can be found in…
3 c’s of internal customer care
Internal customers are one of the most important stake holders within a company. An internal customer can be an employee, a supplier, a contract manufacturer,…
What is Marketing Myopia? Definition, Causes and How to Avoid it
Marketing Myopia was first coined by Theodore Levitt, editor of the journal Harvard Business Review, and it refers to the often myopic view that a…
What are Needs, wants and demands in Marketing?
Marketing serves customers and each customer has different needs, wants and demands for themselves. It is the task of the marketer to differentiate them. To…
What is Cost-Plus Pricing and why it is a good Pricing Strategy?
Cost-plus pricing keeps the price of products and services in such a manner that it covers the cost of production and provides sufficient profit margin…
Primary market research for your business or brand product
In the market research process, secondary market research is the first step which is then followed by Primary market research. What is Primary marketing research?…
Marketing Abilities
One of the most important aspects which a marketer needs to analyse about himself is his marketing abilities. What kind of abilities does he has…
Steps in Prospecting – Prospecting steps
The steps in prospecting are (1) formulating prospect definitions, (2) searching out potential accounts (3) qualifying prospects and determining probable requirements, and (4) relating company…
Product Differentiation
As discussed in a previous article, a product is made up of three levels. The Core product, the actual product and the augmented product. Product…
How to Implement a Customer-Oriented Marketing Strategy
A customer-oriented marketing strategy is one that focuses on meeting the needs of your customers, and doing so in a way that allows them to…
How market segmentation influences decision making
Market segmentation is the first step of a marketing strategy. It involves segmenting the market based on various factors such as demography, geographic, psycho graphic…
Communication Tools
As we all know, marketing communication is a complex process which makes use of numerous communication tools integrated together. Simply put, these tools are a…
