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The balance of the communications mix
Role of advertising and sales promotions in business-to-business communications is mainly to support personal selling effort. This contrasts with the mix which predominates in consumer markets. Personal selling has a relatively minor role and is significant at the point of purchase only in product categories where involvement is high (cars, white goods and financial services), reflecting high levels of perceived risk. However, increasing use of direct marketing.
Brand equity: to understand the dynamics of brand, Aaker provides a framework called equity. Brand equity refers to a "set of assets and liabilities of a brand, its name and symbo
various approaches to test marketing
What is the function of exchange in buying and assembling of marketing? Buying and Assembling in Marketing: Procurement of raw materials, finished or semi-finished product
I will provide a cases from the media that have ethical implications. Please prepare a ppt presentation that: a) describes the issue/story (Clearly identify which case you ar
How is routinisation facilitated in development of exchange system? Routinisation facilitates the development of the exchange system. This leads to standardization of goods and
"How has your iPhone changed your career?" Please respond to the following: Identify two (2) technological innovations that have changed the fundamental manner in which companies
what is test marketing and various approcehes that are followed by FMCG companies in test marketing
explain the various approach that are followed by SMCG companies in test marketing
Explain the term Cost -pricing decisions No business can survive unless it covers its cost of production and distribution. In large number of products, retail prices are c
Process of the positioning: Step 1: competitor's identification: this step requires broad thinking. Competitors may not be just those, whose products and or brands fall into
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