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...
Marketing
DECIDING TO USE AN ADVERTISING AGENCY FOR BUSINESS Advertising agencies are full-service businesses which can manage every aspect of an advertising campaign. They vary widely in terms of size and scope and cater to different kinds of businesses. Some agencies have one or major clients whose accounts they manage. Others...
HOW A COMPANY’S RESOURCES CAN BE ALLOCATED IN A WAY CONSISTENT WITH ITS MARKETING OBJECTIVES (PART 2) Companies that achieve total market domination have all of the resources, including the personnel, the products, and the vision that are necessary to develop a world-class business. And they have a detailed step-by-step...
HOW A COMPANY’S RESOURCES CAN BE ALLOCATED IN A WAY CONSISTENT WITH ITS MARKETING OBJECTIVES (PART 1) Companies that achieve total market domination have all of the resources, including the personnel, the products, and the vision that are necessary to develop a world-class business. And they have a detailed step-by-step...
WHAT FACTORS DRIVE CUSTOMERS’ PURCHASING POWER? (PART 2) Many companies make the mistake of thinking their customers make purchase decisions based on one or two purchase factors that they think are key purchase criteria, such as price or product availability. But this is rarely the case. Customers usually base their...
INTERNATIONAL MARKETING International marketing takes place when a business directs its products and services towards consumers in a country other than the one in which it is located. While the overall concept of marketing is the same worldwide, the environment within which the marketing plan is implemented can be dramatically...
ORGANIZED GIVING IN FAMILY ENTERPRISES Many business owners engage in charitable giving, either as private individuals or in their corporate capacity. This charitable giving can take many forms, including sponsorship of local charitable events, donation of excess inventory, and sustained philanthropy in one or more areas through the establishment of...
UNDERCAPITALIZATION: BANE OF BUSINESS FAILURE Undercapitalization is a situation in which a business has insufficient funds, or capital, to support its operations. Although undercapitalization can affect any business, it is particularly common and problematic for small businesses. In fact, undercapitalization is one of the warning signs of major financial trouble...
WHY TELECOMMUTING IS BENEFICIAL FOR BUSINESS Telecommuting is a practice in which an employee works at a location – usually, but not always, one’s home – that is remote from the actual business facility at which he or she is employed. Under this arrangement, the employee maintains close contact with...
HOW ADMIRABLE CONSUMER PACKAGING TAKES PRODUCT OFF THE SHELF Packaging refers to the container or wrapper that holds a product or group of products. Most commercial packaging serves two basic functions: protecting the product from damage during shipping, and promoting the product to the ultimate consumer. Some common types of packaging...
