The Definition of Marketing Environment Marketing Environment can be defined as the various internal and external factors that surround the business on a day to…
Marketing Category
The Marketing category has detailed articles, concepts and How-tos to help students and professionals learn the concepts and applications.
Brand Collaterals
Brand Collaterals are the collection of media and promotional materials used to promote the brand in a significant manner in the market and to the…
What is Piggyback Marketing? Definition, Examples, Rules, & More
Piggyback marketing is a strategy where two or more companies promote each other’s products that complement each other but are not in competition, in their…
What are Brand Characteristics?
Brand Characteristics are the core values and fundamentals that showcase the true essence of the brand. They are a set of attributes that are identified…
What is Brand Reputation? Importance of Brand Reputation
Brand Reputation is the perception of the brand and how the particular brand of the company is viewed by the customers, stakeholders, and the market…
What is a Macro Environment? Definition, Factors, & Examples
Definition Macro environment is a term used to refer to the external factors and forces, both economic and social, that businesses must consider when creating…
What is Demarketing? Types, Examples & Benefits
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,…
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…
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…
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 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…
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 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…
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…
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…
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…
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…
What is Corporate Advertising? Examples of Corporate Advertising
Corporate advertising is a very interesting concept to learn about. In a few ways it is quite similar to the advertising done for products and…
Why Sales motivation is important and what are Objectives of Sales motivation?
Sales is one of the toughest jobs out there simply because of the number of rejections involved to reach a sales target. You have to…
What is a high involvement product and characteristics of High involvement purchase?
A high involvement product is a product where extensive thought process is involved and the consumer considers a lot of variables before finally making a…
What is communications mix and its role in Marketing?
There are multiple components of a communications mix. The communications mix in marketing comprises of the various ways that a company can communicate with its…
Channel Conflict: Definition, Types, Levels, Causes & Examples
Channel conflict occurs when two or more channel partners are competing against each other for the same business. Channel conflicts can arise when there are…
What is Sales Prospecting & its role in Sales?
When you want to paint a picture, you have to start with a blank page. Just like that, when you want to make a sale,…
How to choose a Market segment? 5 approaches to Choosing a market segment.
Whenever a new business starts, the common question which the business owner faces is “Which segment should you target?”. It is not only about which…
How to segment a Business Market? Steps in Segmenting a business market.
One of the more difficult markets to operate in, the business market is legendary for its bureaucracy and for the time taken in making business decisions or…
Understanding the Product Hierarchy and Examples
Products can be organized in a hierarchy based on their basic components, which shows the relationship between them. The hierarchy includes both essential components and…
10 tips & tactics for Marketing a luxury brand
There are various types of products in the market running on various marketing strategies. Some of them are penetrative, trying to defeat the competition on…
Product line stretching
The product line length within a company keeps changing. Generally, there are three price bands which exists in any market – Lower priced products, middle…
Classification of Industrial products – Industrial products classification
Classification of Industrial products is necessary as it helps decision making for the organization. Industrial goods are classified on the basis of their relative cost…
Five product levels in Marketing
In one of the previous articles, we discussed different types of products and broke the products in 3 parts. However, many experienced marketers define the…
4 questions to ask yourself before targeting new customers
If i ask 100 businessmen out there what they want, each one of them will say that they need more customers to grow their business….
Product line competition – How to compete on the basis of Product lines?
One of the key factors which differentiates between brands, especially when they are in the consumer durables, FMCG or retail segments, is the product line…
How to collect primary data for Market research?
Secondary data sources are easily available in the market. Or, the Internet is one of the most common resources being used for secondary data collection….
What is Repositioning? Definition, Importance & Examples
In the fast-paced world of business, staying still is not an option. Companies always need to stay ahead of the curve, constantly evaluating and refining…
5 Main Advertising Theories
The 5 Advertising theories help us understand how advertising can influence consumer behavior and make potential customers adopt specific products, thereby developing a preference that…
The importance of consumer buying behavior
Why do you need to analyse customers and what is the importance of consumer buying behavior? There are many reasons for the same and this…
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 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,…
