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Archive | Marketing Mix

Marketing Intermediaries in the Channels of Distribution

This article throws light upon the three important marketing intermediaries in the channels of distribution. The intermediaries are: 1. Retailers 2. Wholesalers 3. Market Logistics.   Marketing Intermediary # 1. Retailing: Retailing includes all the activities involved in selling goods or services directly to final consumers for their personal, non-business use. A retailer or retail store […]

Choosing the Advertising Media: 3 Factors

Marketing Managers should consider a number of factors while selecting an advertising media: 1. Purpose of Advertisement 2. Cost of Advertising Media 3. Circulation of Media. Factor # 1. Purpose of Advertisement: The objective of specific as well as total advertising programme influences the choice of media. In planning the advertising strategy of the concern, […]

Marketing Mix: Concept and Elements

After reading this article you will learn about Marketing Mix:- 1. Concept of Marketing Mix 2. Elements of Marketing Mix. Concept of Marketing Mix: Marketing mix is the set of controllable variables that a firm can use to influence the buyer’s response within a given marketing environment (consisting of political, social, cultural, economic and marketing […]

Product Life Cycle (With Diagram)

This article provides an overview on Product Life Cycle. The product life cycle concept derives from the fact that a product’s sales volume and sales revenue follow a typical pattern of five-phase cycle. The life cycle is a fact of existence for every product. It is similar to the human life cycle. The length of […]

Price of a Product: Introduction, Policies and Leadership

After reading this article you will learn about Price of a Product:- 1. Introduction to Price 2. Objectives of Price 3. Importance 4. Market Price 5. Price as a Measure of Value 6. Policies 7. Yardsticks Used in Pricing a Product 8. Determination Process 9. Leadership 10. Psychological Pricing 11. Principles. Contents: Introduction to Price […]

Growth in Sales and Profits

This article throws light upon the four alternative ways for growth in sales and profits. The ways are: 1. Market Penetration 2. Market Development 3. Product Development 4. Diversification.   Growth in Sales and Profits: Way # 1. Market Penetration: It involves expansion of sales of existing products in existing markets by selling more to […]

Promotion: Subject-Matter, Meaning and Elements

After reading this article you will learn about Promotion:- 1. Subject-Matter of Promotion 2. Meaning of Promotion 3. Elements 4. Promotion Messages 5. Main Purpose. Contents: Subject-Matter of Promotion  Meaning of Promotion  Elements of Promotion Promotion Messages Main Purpose of Promotion 1. Subject-Matter of Promotion: Broadly speaking promotion means to push forward or to advance […]

Communication: Meaning and Elements | Marketing

After reading this article you will learn about Communication:- 1. Meaning of Communication 2. Elements of Communication. Meaning of Communication: The word communication is derived from the Latin communes which means ‘common’ We attempt to communicate, that is, to establish a ‘Commonness’ with another person. There are three essential parts of communication, viz., the source, […]

Product: Concept, Meaning and Development

After reading this article you will learn about:- 1. Concept of Product 2. Meaning of Product 3. Product Planning and Development 4. Product Innovation 5. Positioning the Product in the Market.  Contents: Concept of Product Meaning of Product Product Planning and Development Product Innovation Positioning the Product in the Market 1. Concept of Product: The […]

Sales Promotion: Meaning and Types | Management

After reading this article you will learn about Sales Promotions:- 1. Meaning of Sales Promotion 2. Types of Sales Promotion.  Meaning of Sales Promotion: Sales promotion includes those marketing activities, other than personal selling, advertising and publicity, that stimulate consumer purchasing and dealer enthusiasm and effectiveness, such as displays, exhibitions, shows, demonstrations, free samples, trading […]

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