The ways in which we think, believe, and act are determined to a great extent by social forces and groups.…
The aim of marketing is to meet and satisfy customers' needs and wants. The field of consumer buying behaviour studies…
Companies can adopt target market strategies such as aggregation, single-segment concentration, or multiple segments targeting strategies. Aggregation treats the entire…
Industrial markets can be segmented into some variables employed in consumer market segmentation. Such variables include geographic, benefits sought, and…
There is no single way to segment a consumer market. A marketer has to try different segmentation variables, singly and…
Markets are collections of people or organizations with (a) needs to satisfy (b) money to spend, and (c) the willingness…
Apart from the basic strategic planning spanning several years into the future, it is also necessary to develop a more…
Strategic marketing planning is a five-step process that assesses current performance; establishes specific marketing objectives; determines positioning and differential advantage;…
Companies that adopt the marketing concept realize that strategic marketing efforts are more successful when they are carefully planned. Strategic…
Definitionally, marketing mix is the mixture of controllable marketing variables that the firm uses to pursue the sought levels of…