Tag Archives | Marketing

Direct Marketing

Direct marketing is a database-driven process of directly communicating with targeted customers or prospects using any medium to obtain a measurable response or transaction via one or multiple channels. Direct marketing involves direct contact with the customer, but to achieve that, companies must invest in updated databases and must maintain measurable responses from customers. Thus, […]

Marketing Concept

Marketing concept is customer orientation backed by integrated marketing aimed at generating customer satisfaction as the key to satisfying organisational goals”. “The marketing concept is a corporate state of – mind that insists on the integration and co-ordination of all marketing functions, which in turn are welded with all the other corporate functions, for the […]

Types of Advertising Media

There are many choices available to the advertiser for the media. Effectively mixing these media is an important part of designing quality advertising. To do so the advantages and disadvantages of each individual medium should be understood so that the advertising campaign features successful combinations.   Some of the types of advertising media are:- 1. […]

Market Segmentation

Market segmentation is the process of partitioning markets into groups of potential customers with similar needs or characteristics who are likely to exhibit similar purchase behaviour. Market segmentation represents an important recent advance in marketing thinking and strategy. In earlier years many business firms saw the key to profits to be in the development of […]

Marketing Environment

The market environment is a marketing term and refers to factors and forces that affect a firm’s ability to build and maintain successful relationships with customers. Three levels of the environment are – [a] Micro (internal) environment – small forces within the company that affect its ability to serve its customers, [b] Meso environment – […]

Marketing Information System

A Marketing Information system (MIS) is “a system that analyses and assesses marketing information, gathered continuously from sources inside and outside an organisation”. Marketing Information System (MIS) provides managers and other decision makers with continuous flow of information about markets, customers, competitors, and company operations. A Marketing Information System (MIS) is a set of procedures […]

Sales Promotion: Definition, Meaning, Techniques, Importance and Advantages

Sales promotion is an action which increases the volume of sales. In a broad sense, the term ‘sales promotion’ refers to promotion because all the activities of personal selling, publicity, ad­vertising and sales promotion lead to the enhancement of sales. However, the meaning of sales promotion has been technically defined to include display, demonstration, contests […]

Product Life Cycle Stages

Like human beings products also have a life span. The product life cycle begins when after going through the various stages of development it is introduced into the market for the first time on a commercial basis. After its introduction it passes through various stages till it is finally abandoned i.e., discontinued from the market. […]

Consumer Behaviour

“Consumer behaviour may be defined as that behaviour exhibited by people in planning, purchasing and using economic goods and services. If the marketing executives possess an adequate understanding of consumer behaviour, the overall effect of their marketing effort would be enormously successful.” Consumer behaviour is the decision process and physical activity individuals engage in when […]

Marketing Research

The terms ‘Market Research’ and ‘Marketing Research’ are often loosely used to have the same meaning. But there is a distinction between the two. Marketing research is concerned with the entire sphere of distribution while Market Research only deals with the problem of the market in the narrow sense of the term. The essential task […]

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