Marketing & Sales

Digital marketing is marketing using digital channels, such as the internet, social media, email, mobile apps, and more. It enables businesses to reach out to potential customers through various electronic devices, including desktop computers and mobile phones. The Rise of Social Media Studies reveal that people spend almost one quarter of their online time on […]

Branding is about creative a strong perception of a company and its product/services in the minds of the consumers. A truly global brand: meets the wants and needs of a global market is offered in all world regions has the same brand name, and in some instances, a similar image and positioning throughout the world. […]

Marketing operates in a complex and changing environment. The marketing environment is the environment that a business operates in (Whalley 2010, p. 50). It involves the actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers (Kotler et al. 2013). The marketing environment involves an internal […]

Every business needs product/services that it can sell to potential customers. While firms would prefer to have standardized products that they can sell over the world, there are various factors that compel firms to adapt their products. In general, products that offer high core product benefits and require less support services are better suited to […]

Product is the first element of the marketing mix, and developing a product strategy requires coordinated decisions on product mixes, product lines, brands and packaging and labelling. In planning its market offering, marketers need to think through various levels of the product: the core benefit, the basic product, the expected product, the augmented product and […]

One of the main objectives of the branding team of a company is to increase the brand equity of the organization. There are several ways in which this can be done, and one of the ways is to follow the Keller’s Brand equity model (also known as the CBBE model of Keller). Introduction Kevin Keller […]

Consumers can often be their own “worst enemies”. Consumers’ desires, choices, and actions often result in NEGATIVE consequences to themselves and / or to society. Social pressures, a culture’s value of money, exposure to unattainable ideals of success, social status, and / or beauty – all contribute to negative consumer behavior. Consumers are NOT always […]

Schiffman and Kanuk uses a marketing segmentation approach to explain Consumer Behaviour. The authors have explained the model in their book named ‘Consumer Behaviour’. Consumer buying behaviour is the study of the buying behaviour of consumers; it tries to understand the decision making process of the consumer, their shopping habits and purchasing behavior. Schiffman and […]

The 7 O’s framework of consumer research helps marketing managers understand more about the consumers in the target market. The 7 Os stand for Occupants, Objects, Objectives, Organizations, Operations, Occasions, Outlets. Here’s what they mean. Occupants: Who buys, Who constitutes the market? Objects: What does the market buy? Objectives: Why does the market buy? Occasions: […]

Organizational anthropologist Geert Hofstede is well known for his research studies on social values that suggest that cultures of different nations can be compared in terms of five dimensions. Developed by Geert Hofstede (1984), the cultural dimensions theory ((Hofstede’s Cross Cultural research work)) is a highly recognised framework for cross-cultural communication describing the effects of […]

Ethics in marketing promotes transparency, honesty, fairness in marketing. Marketing ethics is what guide companies to do “the right thing” – be it implementing acceptable practices, dealing fairly with customers, complying with law, or be it caring for the community and environment. Companies are free to either develop their own ethical standards or they have […]

Consumer Culture are the ideas, beliefs, and practices related to consumption of goods and services. Usually, marketing strategies tend to shape consumer culture. Understanding consumer culture (for example: Focus on sustainability in consumer choices) enables businesses to develop effective marketing strategies, and also in product development. Consumer culture is a theory in marketing that suggests […]

Sales Promotion: Tool of the Communication Mix. Sales promotions work by offering customers an incentive to buy now rather than in the future; they ‘accelerate’ sales. They provide additional value, in order to induce an immediate sale. Sales promotions are used extensively in consumer markets. Need to be used integrated with other tools, such as […]

Advertising is a critical tool in the marketing communication mix that enables businesses to reach their target audiences and promote their products or services. It involves creating and delivering persuasive messages through various media channels to influence consumer behavior. In today’s competitive market, advertising plays a crucial role in building brand awareness, creating interest, promoting […]

Marketing communication (MarCom), which comprises the promotion P of the marketing mix, refers to all forms of communication used by organizations to inform, remind, explain, persuade, and influence the attitudes, and buying behaviours of customers and others. Modern marketing calls for more than developing a good product, pricing it attractively and making it accessible to […]

Marketing distribution channel (also known as the distribution channel) refers to the functions performed by the producer (marketer) or intermediaries to make a firm’s goods or services available to the end-user (customer). Place in Marketing Mix refers to the distribution channels that are needed to take the products to the end-users. Most producers do not […]

Consumers today have several options to choose from, be it a product or a service. Whether you want to buy a product or book a hotel room, there are several brands out there waiting to serve you. As a result, firms use innovative marketing strategies to help consumers make a decision. Key Concepts Before understanding […]

Public Relations: Tool of the Communication Mix. Public relations is a management activity that attempts to shape the attitudes and opinions held by an organisation’s stakeholders. It attempts to identify its own policies with the interests of its stakeholders and formulates and executes a programme of action to develop mutual goodwill and understanding. Through this […]

Despite the increasing significance of non-price factors in modern marketing, pricing remains an important element of the marketing mix and the only element that generates revenue; the others elements produce costs for the firm. Here we take a look at price and its relationship with costs, quality, and value. We’ll understand the various approaches to […]

Every new product goes through a product life cycle and the various stages in the life cycle impacts the marketing strategy and the marketing mix, and management decisions within the firm. Before Porter’s famous Five Forces Model came into existence (in 1979), much of industry analysis was conducted on the basis of the product or […]