Quick answer: Product innovation, adding new or improved products to the range, keeps a company growing. Firms innovate to grow
Marketing & Sales
Guides on marketing, advertising, sales management, distribution and retail, with Indian examples.
Quick answer: A product mix is the full set of product lines and items a company sells. It is measured
Quick answer: The essential features of a product are its core benefit, tangible and intangible attributes, functionality and performance, quality
Quick answer: Before choosing a target market, a firm should check that the segment is large enough, has growth potential,
Quick answer: Consumer markets are usually segmented by geography (region, city size, climate), demographics (age, gender, income, occupation, family size),
Quick answer: Market segmentation divides a market into groups with similar needs, so a business can spot opportunities, use resources
Quick answer: Market segmentation divides a mixed market into smaller groups of buyers with similar needs so a company can
Quick answer: Advertisers choose media by matching the campaign objective and target audience with each medium’s reach, frequency, cost and
Quick answer: Advertising aims to inform, persuade and remind. Its specific objectives are building awareness, introducing new products, educating customers,
Quick answer: Disadvantages of branding for businesses: high cost, one crisis hitting every product, failed brand extensions, limited flexibility, rebranding