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There are four distinctive types of consumer products: Convenience products, Shopping products, Specialty products and Unsought products. We take a closer look at convenience products and in particular shed light …

The product life cycle describes the steps a product goes through from beginning to end until it eventually disappears from the shelves. There are four stages of the product life …

Mistakes are sometimes made in cross cultural marketing. What works great in one country can be disastrous in another. You have to consider how something will be translated and interpreted …

Most products are part of a broader product mix. Within the product mix, which may consist of a large range of different products aiming at a different positioning, they play …

Companies are constantly developing new products to keep up with consumer demand, technological advancements, and innovations. Although developing a new product can be profitable, companies can be confronted with many …

Marketing is an aspect that is deeply rooted in our daily routine from the food we eat to the clothes we wear. For businesses, a profound marketing strategy is a …

Marketing theory is much concerned with market segmentation. In almost every marketing book, you will learn about the STP model to successfully select and capture target markets. However, most theory …

There are many things that can go wrong in marketing. You should be aware of the deadly sins of marketing to avoid them. If they happen, however, it is not …

We know a lot about marketing, its different aspects and strategies. But why do we actually do marketing? What is the purpose of all marketing efforts taken? At first thought, …

Consumers today are becoming increasingly aware of the impact of their consumption on the environment. That is why a growing number of them are looking for not only for quality …