In this article we will discuss about:- 1. Sales and Distribution Programme 2. Distribution Channel Structure 3. Vertical Marketing Systems 4. Advertising Programme 5. Types of Advertising Objectives 6. Advertising vs. Promotion. 1. Sales and Distribution Programme: The main elements of a sales and distribution programme are shown in Figure 4: As summarised in Table F, marketers can employ four [...]
In this article we will discuss about the marketing environmental variables and their effect on marketing decisions. The marketing environmental variables include all those factors which are external to a firm and which affect the decision-making process. According to Philip Kotler, marketing environment is constantly spinning out new opportunities and new threats, and the firms find their markets collapsing. Philip [...]
In this article we will discuss about:- 1. Definition of Consumer Behaviour Research 2. Types of Information Sought in Relation to Marketing 3. Main Difficulties of Consumer Behaviour Research 4. Techniques. Definition of Consumer Behaviour Research: The consumer behaviour research is alternatively termed as motivation research or study of buying motives. Simply put, the term refers to the study of [...]