Franchising can be defined as a business relationship between two parties (franchisor and franchisee). Under the franchising business protocol, the franchisor provides the franchisee’s license…
Marketing Category
The Marketing category has detailed articles, concepts and How-tos to help students and professionals learn the concepts and applications.
Sampling and Sample Design – Types and Steps Involved
Sampling and sample design is an essential factor as it is based on the judgment of the researcher to provide the best information for the objectives…
Questionnaire Design – Overview, Features & Fundamentals
A questionnaire is a powerful research tool that involves a series of relevant questions. The question setter or researcher sets the questions to gather information…
Sources of Data – Types and Ways of Collecting Data
Data is the backbone of any data analysis work which is carried on in the research process. Data analysis and interpretation work purely on the…
What are the Types of Market Research?
Market Research is one of the business strategies used to help the company or the brand research their target audiences and market. It helps them…
7 Steps To Conduct Research Process
Without the research process, experiments are incomplete. Researchers implement the research process in their experiments to conclude. It includes identifying, assessing, and analyzing the information…
What is Customer Satisfaction?
Customer satisfaction is a behavioral response of a consumer when he or she does an after-purchase evaluation of a product, service, brand, or experience. It…
Research Methodology – Overview, Types and Methods
Research methodology revolves around a step-by-step method for garnering, analyzing, and processing the collected data. Everything here is according to the research design. It is…
What is Market Cannibalization? Definition, Types & Examples
Definition: Market cannibalization refers to the decrease in sales that happens when a company introduces a new product that replaces one of its own older…
What is Branding and How to Use It for your Business?
What is Branding? Branding is the process of creating a unique name and perception for a product or company in the consumer’s mind. Branding can…
5 C’s of Marketing – Definition, Analysis and Examples
5 C’s of Marketing (Company, Customers, Competitors, Collaborators, and Climate) are useful in analyzing five key areas of a successful and well-defined marketing plan. Each…
4 A’s of Marketing Explained With Their Types
4 A’s of Marketing is customer-centric marketing that pays heed to the 4 values that matter most to the customers- Acceptability, Affordability, Accessibility, and Awareness….
10 Essential Sales Skills For a Successful Career in Sales
What are Sales Skills? Sales skills are defined as the set of abilities required in sales jobs. Sales jobs are omniscient since they are present…
Bargaining – Definition, Impact and Collective Bargaining
Bargaining is a form of the distributive negotiation process that happens between buyer and seller to debate and agree upon the price and nature of…
What is Market Saturation? How to Stand Out in a Saturated Market
Market saturation occurs when a product or service has reached its maximum demand in a market, and market growth becomes stagnant. Market saturation is a…
Product Leadership – Definition, Strategy & Responsibilities
The modern-day market has become extremely competitive – to survive in this market; businesses need product leadership. The concept of product leadership is all about…
The Importance of Marketing for a Business: Top Marketing Trends for 2025
Marketing is an essential part of any business. It helps build a strong brand presence, increase sales, and reach new market customers. Companies can use…
Critical Reading – Overview, Objectives and Strategies
Critical reading is defined as reading in a scholarly context. The focus and attention of critical reading are to the words identifying the author’s viewpoints…
What is Foot-in-the-Door Technique? How to Use It Successfully for Persuasion
A respondent who complies with a small initial request is more likely to agree to a larger request! Foot-in-the-door (FITD) is a compliance strategy in…
What are Consumer Goods? Definition, Types & Examples
What Are Consumer Goods? Consumer goods are the products that an average user purchases for self-consumption. They are also popularly known as final goods or…
Brand Logo – Definition, Importance and Examples
What is Brand Logo? Definition: A brand logo is a symbol or image or drawing that represents a company or organization, or person that is…
Brand Name – Definition, Purpose and Types
What is a Brand Name? Definition: A brand name is a business name or domain name that helps the audiences/customers to recognize and differentiate a…
Product Failure – Definition, Reasons and 19 Examples
What is Product Failure? Definition: Product failure is the product’s inability to establish itself well and persist in the market which could be a result…
Service Marketing – Definition, Importance, Characteristics and Strategy For Marketing
Definition: Service marketing is involved in designing, delivering, and doing post-delivery analysis of services for optimizing reach, measuring customer satisfaction, and standing-out from identical services…
Consumer – Definition, Types and Research
Who is a Consumer? Definition: The consumer is an individual, person, or thing who decides to purchase products and hire services catering to personal tastes,…
Marketing Ethics – Definition, Importance, Role and Examples
Marketing ethics is one of the most effective long-term branding, word-of-mouth, and trust-building strategies for optimizing the presence, leads, sales, and conversions of a product…
Who are Brand Ambassadors? Their Importance to Businesses
Brand Ambassador Definition A Brand Ambassador is a person hired by the company to represent the brand in a positive light and promotes its offerings…
The Servqual Model – Definition, Dimensions, Gaps and Advantages Service
SERVQUAL model is the model of service quality that is used for measuring service quality and customer satisfaction. American marketing gurus Valarie Zeithaml, Leonard Berry,…
What is Competitive Advantage? Definition, Examples, & Types
A competitive advantage is a differentiating feature that allows a company to outperform its competitors in the marketplace by improving product quality, paying higher prices,…
What is Survey Research? Objectives, Sampling Process, Types and Advantages
What is Survey Research? Survey Research is the process of surveying or preparing questions targeted to a group of people to extract a particular field…
What is Mobile Marketing? Definition, Steps & Top Trends for 2025
Mobile marketing refers to the practice of promoting products and services through the use of mobile devices like smartphones and tablets. It refers to the…
Wholesaling Definition – Meaning, Importance, Functions and Types
Wholesaling is defined as purchasing goods directly from the manufacturer at a discount and then selling it to retailers for a comparatively higher price. Following…
Incentives – Definition, Types, Role, Examples and Advantages
What are Incentives? Incentives refer to any material tangible or intangible that can pull in the attention of the employees and motivate them to work…
Account-based Marketing (ABM)
ABM is a well-targeted marketing strategy in which the Marketing and Sales team align and collaborate for ensuring personalized, engaging, and delightful buying experiences for…
What is Brand Mantra and how to develop one? (With Examples)
Brand mantra incorporates and shares the main idea behind the creation and channelization of a brand in the competitive frame of reference. Brand mantra has…
Emotional Branding – Definition, Meaning, Stages and Examples
Emotional branding revolves around a business strategy that connects with existing and potential customers on a personal level by establishing an emotional connection. Emotionally triggered…
Law of Effect by Edward Thorndike – Definition and Meaning
Law of Effect Definition The Law of Effect refers to the principle of connections that says that we human beings tend to repeat those behaviors…
Electronic Retailing or E-tailing | Definition and Meaning
Electronic retailing or e-tailing is a B2B or B2C sales of goods and services via the internet. Because of such a way of functioning, e-tailing…
A Comprehensive Guide to Experiential Marketing
Experiential marketing combines methods that encourage viewers to interact with a brand through real-world/branded experiences rather than standard advertising. It creates a memorable impression that…
Consumer vs Customer
Consumer vs Customer is a quite common analysis which is often done because people often get confused in between the two terms and interchangeably use…
