Role of Advertising and Advertising Management
In the pursuit of its purpose, the economic and social effects of advertising have become the subject of continuing debate....
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How Advertising Works and Types of Advertising
In modern times advertising prevails in all walks of life. It has acquired the distinction of being the most visible...
The Promotion Budget in Marketing
The promotion budget influences the level of promotional activity as well as the promotion mix used by the firm. Budgeting...
Determining the Promotion Mix in Marketing
Marketers rarely rely on only one promotion method. They make use of two or more methods to accomplish promotion and...
How Communications Influence the Role of Promotion in Marketing
Mutually satisfying exchange being the ultimate goal of marketing, the role of promotion, therefore, is to encourage such an exchange...
How Marketing Communication Works and Its Importance
The word ‘communication’ is based on the Latin word meaning ‘common’. Thus, the term communication has come to mean sharing...
Product Positioning and Price in Marketing
By ‘positioning’ we mean the way a product is viewed by the customers in comparison with similar products. Price is...
Nature and Use of Price Discounts in Marketing
There are two popular types of discounts: Quantity discountsCash Discounts. Quantity Discounts Quantity discounts are price reductions related to the...
Consumer Psychology and Pricing
Sensitivity to the pricing or price change will vary from consumer to consumer. In a particular situation, the behavior of...
Objectives of Pricing Policy in Marketing
Before a marketer fixes a price, he should keep in mind certain basic considerations. The pricing policy he adopts is...
Explanation for the widespread use of Full–cost Pricing
A clear explanation cannot be given for the widespread use of full–cost pricing, as firms vary greatly in size, product...
Pricing Methods in Marketing
After discussing the various considerations affecting pricing policies, it would be useful to discuss the alternative pricing methods most commonly...
Determinants of Pricing in Marketing
Price is an important element of the marketing mix. It can be used as a strategic marketing variable to meet...
Legal Consideration for Labelling
There is a long history of legal concerns surrounding labels, packaging, and general products. In 1914, the US Federal Trade...
Labelling, Forms, and Functions of Labelling
Research is ongoing on the development of new products and improvement of the existing ones. These products are sold across...
The Growth of Packaging Usage and Legal Dimensions of Packaging
There are several factors responsible for the growth of packaging usage globally. Among them are: Self-service An increasing number of...
Packaging and Reasons for Packaging
The demand for some products these days is a function of their packaging. Some products are highly demanded by consumers,...
Characteristics of a Good Brand, Branding Decisions and Brand Repositioning
A good brand should possess as many of the following characteristics as possible. It's hard to find a brand that...
Importance and Reasons for Branding
In developing a marketing strategy for individual products, the seller has to confront the branding decision. Branding is a major...
Methods of Segmenting Industrial and Business Markets (Market Segmentation)
You might assume that the bases for segmentation will differ between industrial and consumer markets. However, they have much in...
Travel Insurance Complete Guide
We are aware that many travelers are perplexed by the perception that purchasing travel insurance adds to the cost of...
Conditions for Effective Market Segmentation and Bases for Segmenting Consumer Markets
Market Segmentation - There are many ways to segment a market, but not all segmentations are effective. However, to be...
Market Segmentation and its Benefits
Market segmentation helps in optimizing the marketing mix for a segment. In this unit, we will examine the concept and...
Homeowners Insurance Complete Guide
Homeowners insurance, commonly referred to as home insurance or owners insurance, is a requirement, not a luxury and not simply...
Importance and Need for Financial Literacy (Financial Education)
Financial literacy is the assurance that one has in one's knowledge of topics like debt, investing, and saving, which results...
Roles of Pricing and Advertising in Marketing Mix
Advertising in Marketing Mix Most often, only a few firms compete with one another in the same target market. Economists...
New Product Development and Marketing Mix
In this article, we'll be looking into new product development and marketing mix and how to use them in the...
