Segmentation and Consumer Profile

People in this world live with different background, interests, needs, personalities, culture etc.  Can a single product satisfy everyone needs and desire? Does this represent a problem for a marketer? The answer to this question is no. diversity doesn’t portray...

Consumer Attitude Formation and Change

The way a consumer feel about the brand reflects his attitude towards that brand. Attitude describes the way the consumer process information encompassing both cognition and emotions that ultimately affect the buying decision. It basically represents the summarize...

Consumer Perception

“The world is as you perceive it” we all would have come across this phrase. Perception is way that one selects, organizes and interprets the stimuli into meaningful and coherent picture of the world (Schiffman Kanuk). It is attaining awareness of sensory information...

Basis for Segmenting Business Market

Segmenting a business market means dividing the market into different homogenous groups of companies. Such organizations are considered as one segment and are catered according to their needs. The organization has to make sure that the segment they identify is...

Forcing Shaping Organizational Behavior

Organizations make purchases in order to get their business needs and wants fulfilled. Business literature reveals long-term interests in the conflicts and number of paradoxes in commercial buying. Purchase choices are apparently dependent upon the way the...

Creating Strategies in High Technology Industries

In this era of science and its widely accepted and acknowledged technology along with its inventions, large scale modified industries has begun to create strategies that involve the use the scientific information and knowledge to make its underlying procedures of...

Consumer Purchase Decision Process

The consumer purchase decision process is the decision making process undertaken by the consumers in regard to a potential market transaction before, during, and after the purchase of a product or a service respectively. Being more specific, the decision making is the...

What is Service?

Marketing is the process of creating the consumer value, which may be in the form of any product, service, idea or values etc which altogether should serve as a solution to one’s problem or need. The service here is to sell out a value to the consumer. As products and...

The Ansoff’s model – Product market Growth Matrix

The Ansoff’s model – also known as product market growth matrix, is one of the mostly implied marketing tools which was created by Igor Ansoff and was initially published in his article “Strategies for diversification” in the Harvard business review. It is the tool...

Types of Consumer Goods

A good or a product is a complex concept that must be carefully defined. As the first of the four marketing mix variables it is often where strategic planning begins. Product strategy calls for making coordinated decisions of the individual products, product lines and...
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