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  • Individual Product Decisions – Decisions in the development and marketing of individual products

    by Max 13th May 2015
    13th May 2015 51.5K views 0 minutes read

    In the development and marketing of individual products (and services), individual product decisions need to be made. These decisions apply to any kind of product and service and set the…

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  • Three Levels of Product – Core Value, Actual Product and Augmented Product

    by Max 27th April 2015
    27th April 2015 201.3K views 1 minutes read

    If you think of a product, you most likely think of a product in its simplest form – you only think of one of the three levels of product. Let’s…

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  • Positioning – Occupy the right Position in Consumers’ Minds

    by Max 15th April 2015
    15th April 2015 27.6K views 0 minutes read

    Differentiation and Positioning are the last steps of the marketing strategy. We will now look at the process of positioning in more detail.

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  • Differentiation – Set apart the Company, Brand and Product

    by Max 13th April 2015
    13th April 2015 27.1K views 0 minutes read

    Differentiation and Positioning are the last steps of the marketing strategy. We will now look at the process of differentiating in more detail. In order to achieve a strong position…

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  • Differentiation and Positioning

    by Max 9th April 2015
    9th April 2015 9.8K views 1 minutes read

    Differentiation and Positioning are the last steps of the marketing strategy. We know which customers we want to serve, having segmented the market and targeted the most promising segment(s). But…

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  • Market Targeting – Target Segments efficiently and effectively

    by Max 6th April 2015
    6th April 2015 24.2K views 1 minutes read

    We have learnt in the section Market Segmentation that a company cannot serve all consumers in the total market. Their variety and that of their needs is simply too large.…

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  • Market Segmentation – Dividing Consumer Markets into Segments

    by Max 30th March 2015
    30th March 2015 28.8K views 7 minutes read

    Market segmentation is the first step in designing a customer-driven marketing strategy. It is the initial stage of developing a marketing logic by which the firm can create customer value…

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  • B2B Market Characteristics – Comparison B2B Market to B2C Market

    by Max 12th March 2015
    12th March 2015 26.1K views 0 minutes read

    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…

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  • The Buyer Black Box – Buyer’s Characteristics – Factors influencing the Consumer Buying Behaviour

    by Max 7th March 2015
    7th March 2015 43.5K views 0 minutes read

    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…

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  • The Buyer Decision Process – Inside the Buyer Black Box

    by Max 7th March 2015
    7th March 2015 9.8K views 0 minutes read

    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…

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