In modern marketing, the customer should be at the centre of everything the company does. In other words, one should always start with the customer or consumer – a concept …
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Social Media Marketing
Factors to consider when creating a Social Media Strategy – Guide to a successful Social Media Strategy
Social Media Marketing provides the unique opportunity to reach millions of people instantaneously at little or no cost. However, not every social media strategy is also successful! What are the …
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Marketing does not just happen. Products and services need to be developed carefully to ensure that they reach the consumer in the right way at the right place, time and …
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Competitive EnvironmentMarketing AnalyticsMarketing Basics
Five Forces of Porter Framework – Assessing the Attractiveness of an Industry
The Five Forces of Porter framework is a rather useful tool to determine the attractiveness of an industry. Named after Michael E. Porter, the Five Forces of Porter framework dictates …
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Marketing AnalyticsMarketing BasicsProduct Marketing
The BCG Matrix explained – How does the BCG Matrix work?
The BCG matrix, also known as the Boston growth-share matrix, is a tool to assess a company’s current product portfolio. Based on this assessment, the Boston matrix helps in the …
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The market diffusion process describes how an innovation progresses through a market – that is, how it reaches various segments and buyer types that are present in the specific market. …
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Marketing BasicsProduct Marketing
Characteristics of the Product Life Cycle Stages and their Marketing Implications
All products and services have a certain life span which is measured by the chronological history of sales from the launch of the product until its withdrawal from the market. …
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Marketing BasicsProduct Marketing
Classifications of Products – Convenience Products, Shopping Products and Speciality Products
The product is at the heart of marketing activities. That makes it crucial to distinguish between the different classifications of products. Only by understanding what we are actually marketing, we …
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Service Marketing
Internationalization of Services – Factors to consider when making services international
In today’s globalized world, a large share of services is internationalized. Services such as car rentals, banking or various online services are standardized for a global target group. In the …
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Marketing BasicsProduct Marketing
4 Types of Consumer Products and Marketing Considerations – Convenience, Shopping, Specialty and Unsought Products
A product is often more complex to understand than the word itself may suggest. If you go shopping and look around, you quickly recognize that there are various types of …