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To persuade customers organizations have to persuade a large number of audiences in different regions using different channels. Read more »
Articles related to channel marketing
Customer Knowledge of Services Pricing
Article by Priya Chetty
on October 30, 2010
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To what extent do customers use price as a criterion in selecting services? How much do consumers know about the costs of services? Read more »
Quality control measures
Article by Rajalakshmi Rahul
on September 10, 2010
3 comments
Quality as defined by ISO 9000:2000 is the degree to which a set of inherent characteristics fulfill certain requirements [Ross, 2005]. In other words quality can be defined as the ability to adhere to standards. Quality aims at doing things that are right in the first place in order to improve competitiveness, reduce cost and achieve customer satisfaction [Besterfield, 2006]. Read more »
Merchandise at Marks & Spencer
Article by Abhinash Jena
on July 15, 2010
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The buying team at the Head Office takes decisions regarding introduction of new products. The buying team, consisting of a selector, a merchandiser, a technologist and a quality controller, develops the product idea based on the interpretation of customer needs. Read more »
Relationship marketing
Article by Abhinash Jena
on June 12, 2010
1 comment
Marketing has laid down roots from the very begining of mankind. If you see a new product in the market that is pulling its customers to buy the product and is generating huge sales. Then it is obvious that within the next 2 months there will be alternates. Alternates are companies selling a similar product and service. Read more »
Marketing Channel
Article by Abhinash Jena
on February 25, 2010
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Marketing channel in brief is a funnel which acts as the pathway for the products to be transferred from the producer to the consumer. Distribution of products is one of the major aspect of the marketing channel which effectively delivers the products from the producer to its consumers. Read more »
Marketing in practice
Article by Abhinash Jena
on February 23, 2010
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The Consumer-Centric Business
There are a many companies especially those in the Consumer Package Goods (CPG) market that adopt the theory of running their business centred around Consumer, Shopper & Retailer needs. Their Marketing departments spend quality time looking for “Growth Opportunities” in their categories by identifying relevant insights (both mindsets and behaviours) on their target Consumers, Shoppers and retail partners. Read more »
Burger King
Article by Abhinash Jena
on February 14, 2010
2 comments
When Burger King hired Crispin Porter + Bogusky (CP+B), a famous advertising agency from Miami to promote its new TenderCrisp Chicken Sandwich, this agency decided to create a campaign in line with Burger King’s slogan: “Have it your way”. This slogan was part of Burger King’s policy of allowing the customer to have a “hamburger the way you want it”. It only made sense for Burger King to offer “chicken the way you want it” as well (Steinberg & Vranica 2004).
