HOW MYSTERY SHOPPING CAN ALLOW FIRMS CREATE COMPETITIVE EDGE Mystery shopping is a term that describes a field-based research technique of using independent auditors posing as customers to gather information about product quality and service delivery by a retail firm. The “mystery shopper” poses as a customer in order to...
Marketing
HOW TO APPLY MARKET SHARE INFORMATION Market share refers to the percentage of overall volume of business in a given market that is controlled by one company in relation to its competitors. For example, if the total sale of a certain product in a market is $800, 000, and the...
HOW QUESTIONNAIRES CAN AID FEASIBILITY OF A NEW VENTURE THROUGH MARKETING RESEARCH Market questionnaires are a form of quantitative, primary market research that can provide business owners with specific information about their customers’ needs. Whether conducted over the telephone, through the mail, over the Internet, or in person, market questionnaires...
LOSS LEADER PRICING AS STRATEGY FOR SALES INCREASE Loss leader pricing is an aggressive pricing strategy wherein a store sells certain goods below cost in order to attract customers who will, according to the loss leader philosophy, make up for the losses on highlighted products with additional purchases for profitable...
MARKET ANALYSIS Market analysis is a tool companies use in order to better understand the environment in which they operate. It is one of the main steps in the development of a marketing plan. The first step is to conduct market research – or gather information through direct mail, telemarketing,...
BENEFITS OF TARGET MARKETING FOR SMALL BUSINESSES A target market is a group of customers with similar needs that forms the focus of a company’s marketing efforts. Similarly, target marketing involves tailoring the company’s marketing efforts to appeal to a specific group of customers. Selecting target markets is part of...
THE VALUE SELF-ASSESSMENT Self-assessment is a tool that involves performing a critical analysis of one’s own goals, interests, skills, and experience. Among its many applications in the business world are employee development, team performance, and organizational change efforts. But self-assessment is perhaps most valuable for would-be entrepreneurs considering starting a...
STEPS TO IMPLEMENTING ENDORSEMENTS AND TESTIMONIALS Endorsements and testimonials are modes of advertising in which a business utilizes the statements and /or support of outside individuals or organizations in order to increase consumer interest in the product and /or services it sells. The term “endorsement” tends to be more frequently...
DISCOUNT SALES AND THE COMPANY SALES FORCE Discounts are reductions that are made from the regular price of a product or service in order to obtain or increase sales. These discounts – also commonly referred to as sales or markdowns – are utilized in a wide range of industries by...
HOW TO BUILD BRAND EQUITY Brand equity refers to the intangible value that accrues to a company as a result of its successful efforts to establish a strong brand. A brand is a name, symbol, or other feature that distinguishes the company’s goods or services in the marketplace. Consumers often...
