Promotion and brand advertising
Advertisements, also known as integrated media communications and promotion, are both used as marketing tactics to get product information out to consumers. Advertising is most commonly done by medium to …
Course: Foundations of Marketing: How to Build a Modern Marketing Plan
Porter’s value chain – understanding how value is created within organisations
How does your organisation create value? How do you change business inputs into business outputs in such a way that they have a greater value than the original cost of …
Market analysis
Market analysis examines the market demand in relation to prices and product offerings, using consumer demographics and buying habits to identify trends. Market analysis and industry analysis are both used …
Demographic change and consumer behaviour
Most demographic shifts do not occur rapidly, so marketers will not see a dramatic change in short periods of time and the manner that other external forces can impact an …
Demographic transition and ageing
Demographic information has traditionally and extensively been utilised by marketing researchers. Factors such as age, income, gender, and social class are regarded as reasonably good predictors of buyer behaviour and …
External forces facing marketing
Demography involves the study of characteristics of a population and how these change over time. The characteristics that are of most interest to marketers fall into two categories. Total population. …
Definition of marketing exchange
For an exchange to take place, four conditions must be met. First, two or more individuals, groups, or organisations must participate. Second, each party must possess something of value that …
Marketing definition
So what is marketing? What concepts and decisions are covered under the term marketing and are core to marketing and the firm? According to the UK Chartered Institute of Marketing, …
Marketing and information technology
Automation and artificial intelligence are the contemporary trends for marketing and marketing strategy. Technologies focused on improving operational efficiency include speed and response as well as digital omnipresence are at …
Competitive advantage
Competitive advantage is at the core of winning marketing share and market performance. If a firm lacks a competitive position and competitive advantage, consumers will be drawn to their competitor …
These articles are from the online course:
Foundations of Marketing: How to Build a Modern Marketing Plan