The Purchasing Organizations

Purchasing organizations are responsible for all the purchasing activities from giving quotations or ordering supplies to the delivery of the order. Purchasing organizations negotiate with the vendors and suppliers and follow the strategies to get maximum discounts...

Modes of Entry into International Markets

Mode of entry in to an international market refers to a channel through which an organization excels while gaining fame and name recognition in the international market. The chances are many, however the research is endless, but once you drive it in a specific...

Types of Advertising

The field of advertising management is made up of a system of interacting organizations and institutions, all of which play a role in the advertising process. At the core of this system are advertisers, the organizations that provide the financial resources that...

Sales Promotions

Sales promotions are of two broad types; consumer promotions such as coupons, sampling, premiums, sweepstakes, low-cost financing deals, and rebates; and trade promotions such as slotting allowances, allowances for featuring the product in retail advertising, display...

Public Relations

Because consumers are exposed to so much advertising these days, they often try hard to avoid it – and are very skeptical of it when they do get exposed to it. To reach these  hard-to-reach consumers and to convey messages to them in a manner that is more...

Functions of Advertising Agency

Unique aspect advertising is the advertising agency, which, in most of the cases, makes the creative and media decisions. It also often supplies supportive market research and is even involved in total marketing plan. In some advertiser agency relationships, the...

Branding

According to a definition, a brand is a "A name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers”. (The American Marketing...

Product Positioning

According to Philip Kotler; “Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the target market’s mind.” While considering the positioning strategies, the seven approaches to positioning strategy are clarified;...

Targeting

Potential market targeting, after the market segmentation is included within the ‘marketing strategy’, where the segmentation focuses on the best identification of the potential market by dividing the market in terms of distinct behaviors, needs, characteristics etc,...

Positioning

Positioning can be defined as a foundation upon which all other marketing mix decisions are built. Moreover, it involves a decision to emphasize or highlight certain aspects of a brand, so positioning is not what you do to the product, but is how you influence the...
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