In this article we will discuss about:- 1. Meaning and Considerations of Test Marketing 3. Purposes of Test Marketing 4. Procedures in Test Marketing Plan. Meaning and Considerations of Test Marketing: The term 'test marketing' is also some- times called 'field-testing'. The word 'test' means examination or trial. Test marketing, thus, means testing the product in the market before the [...]
The following points highlight four main steps involved in determining optimal promotion-mix. The steps are:- 1. Identifying the Target Audience 2. Developing Communication Objectives 3. Designing the Message 4. Selecting the Communication Channel. Step # 1. Identifying the Target Audience: The marketer must identify target audience which may be individual or group or public. He should identify the image of [...]
In this article we will discuss about:- 1. Objectives of Societal Marketing 2. Importance of Societal Marketing 3. Social Criticisms of Marketing. Objectives of Societal Marketing: The objectives of social or societal marketing are: (i) To alter people's beliefs, attitudes, and expectations, or (ii) To induce people to take certain actions or introduce changes in their behaviour. Like a commercial [...]