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Marketing Archive
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Multidomestic strategy
Posted on December 12, 2010 | No CommentsThis kind of strategy is related to the decisions which are taken for the conditions of various foreign markets, which means that people dealing with this strategy need to be aware of all the differences that can present in the cultural, economic and legal conditions... -
Mission statement
Posted on July 14, 2010 | No CommentsA long-range strategic intent, part of corporate or division strategy. A statement of the organization’s purpose—what it wants to accomplish in the larger environment. Organizations develop mission statements to share with mangers, employees, and possibly with customers. A clear thoughtful mission statement provides employees with... -
Pilot survey
Posted on April 28, 2010 | No CommentsA survey conducted on a small scale to ascertain the various dimensions of a research problem faced by a company. Many times the problems faced are not clear and they require some exploratory research to clarify the decision situation. Under these conditions the company or... -
Vertical integration
Posted on April 2, 2010 | No CommentsThe control of the different stages as a product moves from raw materials through production to final distribution. It is both backward and forward integration that some companies find it advantageous. Vertically integrated firms can manipulate prices and costs in different parts of the value... -
Social judgment theory
Posted on March 25, 2010 | No CommentsThe perspective that people assimilate new information about attitude objects in light of what they already know or feel. This theory says that people form latitude of acceptance, a latitude of rejection, and a latitude of non-commitment to operationalize this concept of involvement. The greater... -
Source attractiveness
Posted on March 20, 2010 | No CommentsOne of the characteristics of source frequently used by advertisers in their marketing communication particularly in advertising. Source attractiveness is determined by its likeability and familiarity to consumers. Research has indicated that when consumer see salespeople or models in ads as similar to themselves they... -
SWOT analysis
Posted on March 18, 2010 | No CommentsThe overall evaluation of a company’s strengths, weaknesses, opportunities, and threats. It includes both external environment analysis (opportunity and threat) and also internal environmental analysis (strengths and weaknesses). Opportunities may help to define a target market or identify new product opportunities, while threats are areas... -
Sponsorship
Posted on March 17, 2010 | No Comments(1) Funding of arts, sporting and cultural events in exchange for publicity. It is one of the most rapidly growing marketing activities. It often works in much the same manner as using a celebrity endorser. That is, the characteristics of the sponsored event may become... -
Slow Skimming
Posted on March 13, 2010 | No CommentsIt is one of the marketing strategies that company may adopt in the context of introducing a new product or brand in its target market. In this strategy the company introduces the new product keeping relatively high price with low PROMOTION in order to get... -
Retail (local) advertising
Posted on March 13, 2010 | No CommentsAdvertising done by retailers or local merchants to encourage consumers to shop at a specific store, uses a local service, or patronizes a particular establishment. Retail advertising tends to emphasize specific patronage motives such as price, hours of operations, service, atmosphere of store, image, or...