Quick answer: Branding helps businesses through recognition, customer loyalty, a price premium, easier product launches, differentiation, legal protection, retailer support,
Marketing & Sales
Guides on marketing, advertising, sales management, distribution and retail, with Indian examples.
Quick answer: Studying consumer behaviour helps businesses put the marketing concept into practice. It shows what, why and how people
Quick answer: Motivation research studies the hidden reasons why consumers buy, using psychological methods such as depth interviews and projective
Quick answer: Because people rarely reveal their real buying motives when asked directly, motivation research uses psychological techniques: observation of
Quick answer: Marketing research is applied across the marketing mix: product research (new products, features, packaging), advertising research (media and
Quick answer: Customer satisfaction, as Philip Kotler defines it, is the feeling of pleasure or disappointment from comparing a product’s
Quick answer: The marketing environment is shaped by macro factors (economic, demographic, social and cultural, technological, political, legal, environmental and
Quick answer: Marketing research helps a business understand customers, reduce the risk of new launches, make better decisions, spot new
Quick answer: Product orientation starts with the product and assumes a good product sells itself; consumer orientation starts with customer
Quick answer: The marketing mix, popularised by E. Jerome McCarthy as the 4Ps, is the set of decisions a firm