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Organizations differ from consumers in terms of their buying behavior. Purchase decisions in most firms follow a specific process, which is more or less standardized and formalized, in contrast to …

The STP model is a central concept in marketing that is absolute key to serving a market successfully. STP refers to three activities: segmentation, targeting, and positioning. Marketers segment markets …

Thanks to technology advancement and globalisation, companies are enabled to expand their businesses to international markets. Going global with your business gives access to increased sales and profits. The expansion …

International marketing is a strategic decision that involves developing a marketing mix strategy based on the characteristics of a potential foreign market. In simpler terms, it is how organizations should …

While marketing literature is largely concerned with optimal marketing techniques and strategies to maximize customer value and capture value in return, little focus is on potential shifts in marketing ahead. …

In order to provide value to consumers, it is important to first understand the key consumer product characteristics. What defines a consumer product?

What is going on in consumers’ minds, individually, when they decide whether or not to buy—or, in the case of a not-for-profit consumer, acquire—a particular offering? In this article, we …

According to the National Center for Charitable Statistics (NCCS), more than 1.5 million nonprofit organizations are registered in the United States alone. Their increasing importance and role in international markets …

Various pricing approaches and strategies are available to the marketer. How do you find the right pricing strategy for your products? At first, it is essential to get an overview …

The term psychological pricing refers to the use of an understanding of consumer thought processes to determine appropriate prices for products. How do psychological pricing strategies work – and what …