MARKET POSITIONING
Market positioning, as opposed to brand awareness, refers to the place that a brand occupies in the minds of customers and how it differs from competitors’ products. Companies may highlight their brand’s unique characteristics (what is it, what does it do, how does it do it, etc.) to market products or brands; or they may […]
TARGET MARKET (MARKET TARGETING)
A target market is a segment of customers in a company’s serviceable market toward whom the company devotes marketing efforts and financial resources. A target market is a subset of the overall market for a product or service. The firm would often customize the marketing mix (4 Ps) with the needs and expectations of the […]
MANUFACTURING SYSTEM
The production system is the component of an organization that produces its products. It is the process of integrating and changing resources moving through a defined system under strict control to add value in accordance with management-communicated policies. The diagram above depicts a simplified production system. The following characteristics characterize the production system: Job Shop, […]
MARKET SEGMENTATION
Market segmentation is a marketing strategy that identifies specific groups of consumers in order to present specific products or product lines to them in a way that appeals to their interests. Market segmentation allows businesses to target different types of consumers who perceive the full value of different products and services differently. The term “market […]
CONSUMER AND ORGANISATION BUYING BEHAVIOUR
Consumer Buying Behavior Consumer Buying Behavior is the result of consumers’ attitudes, preferences, intentions, and decisions in a marketplace prior to purchasing a product. The study of consumer purchasing behavior is an interdisciplinary subject that draws heavily on sociology, psychology, anthropology, and other disciplines. Standard Buying ProcessThe purchasing process can be broken down into a […]
UNDERSTANDING MARKETING ENVIRONMENT
A marketing environment includes all of the internal and external factors that drive and influence a company’s marketing efforts. To maintain success and address any threats or opportunities that may affect their work, marketing managers must remain aware of the marketing environment. A marketing environment is vast and diverse, with factors that are both controllable […]
MONETARY AND FISCAL POLICY
An economy can be significantly impacted by the financial decisions made by households. For example, a household decision to consume more and save less can lead to an increase in employment, investment, and, ultimately, profits. Similarly, corporate investment decisions can have a significant impact on the real economy and corporate profits. Individual corporations, on the […]
PRIVATIZATIONS
A strong reversal of the trend of statist economic expansion set in globally around 1980 and has become the hallmark of the new wave of economic reforms that has been sweeping the world. Privatization refers to the transfer of ownership and/or management of a business from the public to the private sector. It also refers […]
MARKETING MIX
A foundational business model known as the “marketing mix” has historically focused on the four Ps: Product, Pricing, Place, and Promotion (also known as the “4 Ps”). “Collection of marketing tools that the organization utilizes to pursue its marketing objectives in the target market” is how the marketing mix is defined. Marketing theory emerged at […]
PRICE CONTROL
A variety of price-control measures have been implemented. These controls are both indirect and direct in nature. Indirect Control Indirect controls are primarily implemented through monetary, fiscal, and commercial (foreign trade) policies. Monetary policy refers to the Central Bank of the country’s policy regarding the cost and availability of credit. The rationale for using monetary […]