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…
The Marketing category has detailed articles, concepts and How-tos to help students and professionals learn the concepts and applications.
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
Definition of Mass Market As the name suggests, mass market is a general public market consisting of consumers belonging to various age groups, lifestyles and…
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, Examples Implications
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…
Needs wants and demands
Needs wants and demands are a part of basic marketing principles. Though they are 3 simple worlds, they hold a very complex meaning behind them…
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…
Customer oriented marketing
Many companies nowadays tend to focus more on earnings and get more profits so as to conquer the largest market share. However, one important thing…
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…
