concepts of marketing....

Tie-in advertisement

Print advertisement that relates to other advertising. A tie-in advertisement may be run by a retail store owner in conjunction with a manufacturer's advertisement for a product carried in the store. It may also be an advertisement for several different products (involving several different manufacturers) that ties in with a local sales promotion. A tie-in advertisement is paid for by the retailer who sponsors it.
 
Integrated marketing

Coordination of a variety of promotional vehicles (e.g., print/broadcast advertising, public relations, direct marketing, in-store promotions) and multiple stages in a promotional campaign to ensure that the marketing message is consistently received by the greatest possible number of people in the target market.
 
Institutional advertising

Form of image advertising intended to change the public perception of a company in relationship to an issue such as the environment, health, product safety, or some public issue. It is an attempt to create a positive public awareness of a company and distinguish it from competitors.
 
Interactive media

Communication channels that function to actively involve the consumer in the promotional effort. Interactive media can take many forms such as World Wide Web sites, virtual reality mall kiosks, CD-ROMs, point-of-purchase displays using multimedia technology, the Internet, and commercial on-line services. Each of these forms is capable of creating a dialogue with the consumer and providing more materials or information as the user asks for it. Interactive media are very effective because, unlike more traditional advertising, they can provide information to help consumers from the beginning and throughout the purchase and consumption processes.
 
Brand Marketing

Brand marketing is becoming one of the major part of marketing of most companies at present. Brand marketing is defined as a type of marketing in which firms try to market their brand more than their products. In this type of marketing the prime focus of companies is toward brand building because brand building is important for super success of any product.
It is clear that the products having good brand image sell with their brand mane rather than name of product.

Recent example of brand marketing is VIDEOCON who have put all strength and advertising focused toward their brand name without showing products this have resulted in building more interest among users for videocon which was already died in the market. Now they are slowly slowly showcasing their products.

Another example is of IBM and Intel which are focusing more on brand rather than product.

I think it is going to be the base for future marketing and very soon maximum companies operating in India will also start following it.

:SugarwareZ-145:
 
What is Telemarketing?


Telemarketing is marketing conducted over the telephone. Most telemarketing calls are "cold calls," meaning the recipient of the call has not requested that the telemarketer contact them. Telemarketing is one of the most controversial types of marketing.

The purpose of telemarketing is to make a sale. Sometimes telemarketers have personal information when they call a customer, knowing the person has purchased products similar or related to theirs from other vendors or outlets.

source:wisegeek.com
 
Repositioning

Modification of consumer perception of a product or service relative to competitive products or services. Repositioning is necessary when the preferences of the market shift. For example, a premium brand of shampoo sold at a relatively high price with advertising that emphasizes its superior performance may need to be repositioned as consumers become more price sensitive. One way would be to position it as the best value brand with price cuts and advertising that emphasizes that a little bit goes a long way. The costs associated with repositioning a brand, in terms of product, price or promotion modifications, must be weighed against the added revenue potential.
 
Repetition

Multiple consumer exposures to an advertisement over a period of time. Repetition has been proven to increase recall and comprehension, particularly if the message is complex. However, a message may lose effectiveness if the consumer is overexposed to the advertisement through excessive repetitions, causing the consumer to lose interest in the message.
 
Nonprofit marketing

Marketing that works to serve the public interest, as opposed to marketing purely for financial gain. Nonprofit marketing is conducted for organizations, such as relief agencies or charitable groups; individuals, such as political candidates; or ideas, such as the rights of freedom; as well as for goods and services, and it is more likely to promote social programs and ideas, such as highway safety, recycling, gun control, or energy conservation.
 
Market Segementation

One of the major part and important topic of marketing is market segmentation. Market segmentation is a process of dividing market into various small parts or we can say segments according to various factors like-:
1-Age
2-Tastes and Preferences
3-Income level
4-Sex
5-type of product
6-Income level
these are few basis on which market segments are made. For proper and efficient marketing segments are necessary as they avoid confusion and make work easy for sales force also.

:SugarwareZ-200:
 
Marketing Communication

Marketing communication is a process of communication which is slightly different from communication.
Marketing communication is defined as process of sending a message of information to the marketing team. The information which is sended through marketing communication can be regarding company's strategies, Sales targets, etc. Marketing communication makes the communication between sales force much more easy and effective.
With the passage of time marketing communication has become more and more quick and high tech some of the major medium of marketing communication are Emails, P.D.As, telephone, video conferencing,etc
 
Marketing Research

marketing research is also known as the research which is done on the topics or issues related to market and its environment. Market research is generally conducted by companies to know following things-
1- Market Share of company
2- Product Performance in the market
3- Annual or quarterly sales in market
4- Advertisement Awareness in market
5- Competitors Analysis
6- Future Scope for product

These types of researches are also conducted by various magazines, organizations to check performance level of companies at regular intervals to provide information to users of that information. Like Government, investors,stockholders, bankers,consumers etc.
:SugarwareZ-167:
 
The Adoption Process (also known as the Diffusion of Innovation) is more than forty years old. It was first described by Bourne (1959), so it has stood the test of time and remained an important marketing tool ever since. It describes the behaviour of consumers as they purchase new products and services. The individual categories of innovator, early adoptor, early majority, late majority and laggards.

source: marketingteacher.com
 
e-Marketing..

eMarketing by its very nature is one aspect of an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. As such an aspect, eMarketing has its own approaches and tools that contribute to the achievement of marketing goals and objectives.
 
Captive market

Potential consumers in an area where there are no competitive sources for products, and the only choices are to purchase what is available or to make no purchase at all. Generally a captive market is the victim of higher product pricing. Hotel shopping arcades, airport restaurants, and sports arenas are examples of captive-market environments.
 
Channel management

Process by which a marketer ensures the effectiveness of its middlemen in terms of product knowledge, sales volume, and profitability. Marketers must provide their middlemen with the tools they need to promote and sell the product effectively as well as adequate incentives to do so. The middleman is not an employee of the marketer and will not share the same objectives unless given some incentive to do so.
 
Deceptive advertising

Advertising that makes false claims or misleading statements, as well as advertising that creates a false impression. If retailers systematically advertise merchandise at low prices to get customers into their store and then fail to have the merchandise, they are guilty of deceptive advertising. Deceptive practices can take many other forms as well, such as false promises, unsubstantiated claims, incomplete descriptions, false testimonials or comparisons, small-print qualifications of advertisements, partial disclosure, or visual distortion of products.
 
Direct promotion

Sales communication delivered directly to the consumer without use of any intervening media. Examples of direct promotion are house-to-house selling, shop-at-home services, direct mail, and telemarketing. Direct promotion offers consumers the advantages of convenience and personal attention.
 
Dual brand loyalty

Tendency of a consumer to purchase either of two brands most of the time without exhibiting a consistent preference for one brand over the other. This differs from brand loyalty in that two brands share an equal degree of preference. Dual brand loyal consumers are easily influenced by brand availability, discount promotions, or special point-of-purchase displays.
 
SALES AND DIFFERENT TYPES OF SALES

Sales of any product is ultimate motive of any marketing project or campaign. Why marketing is done ? its done for making product popular and why to make product popular? its for sales.
Sales is a major part of marketing of product it refers to selling product to its ultimate user on behalf of some money and that money which we earn from sales is known as revenue and after deducting expenses whatever left with us is known as our profit.

Sales are of two types

A- Direct Sales - In this producer of product directly sells its products to consumer without involvement of intermediaries. Major examples of this type of sales are- tele marketing, door to door marketing, marketing through company outlets etc

B- Indirect Sales- In this producer sells his/her goods and services to the consumer with the help of market intermediaries( C&F agents, Distributors, Whole sellers, Super Stockists, Retailers and salesman). This is also known as channel based sales.
Channel Based sales

Manufacturer----------Distributor-----------Consumer

Manufacturer--------Distributor-------Retailer---------Consumer

Manufacturer-------C&F Agent----Super Stockist---Distributor-----Retailer---Consumer

Above are the major channels of Indirect Sales
 
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