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Between the B2C market that you normally see every day and the B2B Market, many differences exist. Let’s look at the B2B Market Characteristics, by comparing the B2B to the …

Why do not all individuals buy the same goods and services for personal consumption? Why do certain groups of people prefer different items than other groups? The reason is to …

In making decisions, buyers go through a set of stages. How they go through them and with which pace may greatly differ. The actual purchase decision is only a small …

The marketing mix, also called the 4 Ps of marketing, is one of the major concepts in marketing. What is it and how is it composed? The marketing mix is …

There are five Marketing Concepts, also called marketing management orientations. These are different concepts which focus on various techniques to create, produce and market products to customers. In essence, one could see …

As explained in more detail in ‘What is Marketing?’, marketing can be defined as building profitable customer relationships by creating value for customers and capturing value in return. But what …

Before marketing can implement strategies to improve the company’s position, the current situation of the company in relation to its environment should be known. A SWOT analysis is an effective …

Marketing’s goal is to create value for customers and build profitable customer relationships in order to capture value back afterwards. But how does the company create this customer value? The …

Once the company has analysed its current business portfolio and determined which SBUs should receive more and which less investment, it must now shape its future portfolio. This is the …