Rural Marketing

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The rural areas are where the markets of the future lie. Urban markets are becoming increasingly competitive and saturated for many products. On the other hand, rural markets offer growth opportunities for firms caught up in intensive battle in urban and metro markets. Marketing gurus describe rural markets as the market of the new millennium. […]

Business Buying Process

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While organisational buying is best viewed as a decision process, the steps that make up the process differ across companies and products. Steps needed in a new task or modified re-buy decision may not be necessary in straight re-buy decisions. Over a period of time, each organisation evolves its own procedures for making purchase decisions. […]

Personal Selling

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Personal selling is an activity which involves a face-to-face interaction with the customers wherein there is a quick response and personal confrontation. This allows for more specific adjustment of the message. Here, the communication message can be adjusted as per the customer’s specific needs or wants. It offers you the opportunity to develop long-term familiarity […]

International Market Entry Strategies

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The following are some of the important strategies   Joint ventures A joint venture is a strategic alliance where two or more parties, usually businesses, form a partnership to share markets, intellectual property, assets, knowledge, and profits. A joint venture differs from a merger, in the sense that there is no transfer of ownership in […]


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The traditional orientation of branding suggests that brand name is a part of the brand consisting of words or letters that form a means to identify and distinguish a firm’s offer. A brand mark is the symbol or pictorial diagram that helps in the identification of the product. There are generic brand names that have […]

Marketing Mix

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A marketing mix can be referred to as a planned mix of the controllable elements of a product’s marketing plan, commonly termed as 4Ps: product, price, place, and promotion. These four elements are adjusted until the right combination that serves the needs of the customers, while generating optimum income for the company is found.   […]

Index/Trend Analysis

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Trend Analysis is a relatively straightforward quantitative demand forecasting technique that uses the historical relationship between the operational index (i.e. sales level) and the number of employees required by the organization (demand for labour) to forecast future requirements.   Steps involved in an effective index/trend analysis are: Select the appropriate business/operational index - The HR […]