The incidence of M&A has continued to increase significantly during the last decade, both domestically and internationally. The sectors most affected by M&A activity have been service- and knowledge-based industries such as banking, insurance, pharmaceuticals, and leisure. Although M&A is a popular means of increasing or protecting market share, the […]
Marketing
The Building Blocks of Brand Creation The brand proposition is the statement of the functional and emotional benefits that a company believes its products or service offers to the consumer. Coca-Cola’s brand proposition is a mixture of functional benefits (taste, refreshment) and emotional benefits (good wholesome fun). Brand positioning is […]
Who Is Really Best? Who has the best rent-a-car service? The best cola? The best ketchup? If you are thinking of Hertz, Coca-Cola, and Heinz, you agree with most customers who make these three companies the leaders in their fields. In fact, there is a strong axiom, or belief, in […]
There is no ideal way of managing customers. Marketers have been brought on customer-goods branding, retail marketing, and sales-force management. Along comes customer- relationship management with the claim to replace or substantially supplement these tried-and–true ways of doing business. However, there are many ways of managing customers. The main ways […]
What is a brand? Put simply, a brand is the difference between a bottle of sugared, flavored, carbonated water and a bottle of Coca-Cola. It is the sum of the functional and emotional characteristics, both tangible and intangible, that a consumer attributes to a product or service. These characteristics are […]
HOW TO CREATE AN EFFECTIVE PROCESS FOR DEVELOPING SALES FORECASTS AND MARKETING BUDGETS (PART 2) DO MARKET RESEARCH There are four key factors that will affect the reliability of your company’s market research: the quality and objectivity of the survey process, the size of your market sample, the homogeneity of […]
HOW PUBLIC RELATIONS CAN HELP SMALL BUSINESSES Public relations describes the various methods a company uses to disseminate messages about its products, services, or overall image to its customers, employees, stakeholders, suppliers, or other interested members of the community. The point of public relations is to make the public think […]
HOW TO CREATE AN EFFECTIVE PROCESS FOR DEVELOPING SALES FORECASTS AND MARKETING BUDGETS (PART 3) Step 2: Evaluate Your Marketing Budget A marketing budget defines how much money your company plans to spend on specific marketing activities, such as advertising, sales automation, over the course of your company’s fiscal year. […]
HOW TO CREATE AN EFFECTIVE PROCESS FOR DEVELOPING SALES FORECASTS AND MARKETING BUDGETS (PART 2) DO MARKET RESEARCH There are four key factors that will affect the reliability of your company’s market research: the quality and objectivity of the survey process, the size of your market sample, the homogeneity of […]
DO YOU HAVE AN EFFECTIVE CUSTOMER SERVICE AND SUPPORT MODEL? (PART 3) Step 5: Evaluate your company’s sale and order process. If your company’s sales order process is arduous, it will dissuade customers from doing business with your company. But if your company’s sales order process is efficient, it can […]
