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GLOBAL COMMUNICATION STRATEGIES

GLOBAL COMMUNICATION STRATEGIES

GLOBAL COMMUNICATION STRATEGIES: Changing marketing communications for each local market is a process called communication adaptation. If it adapts both the product and the communications, the company engages in dual adaptation. Consider the message everywhere, varying only the language and name, General Mills positions its Hagen-Dazs brand in term of …

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GLOBAL PRODUCT STRATEGIES

GLOBAL PRODUCT STRATEGIES

GLOBAL PRODUCT STRATEGIES: Developing global product strategies requires knowing what types of product or services are easily standardized and what are appropriate adaption strategies. PRODUCT STANDARDIZATION Some products cross borders without adaption better than others, and consumer knowledge about new products is generally the same everywhere because perceptions have yet …

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Understanding Brain Science

Understanding Brain Science

Understanding Brain Science : As an alternative to traditional consumer research, some researches have begun to develop sophisticated techniques from neuroscience that monitor brain activity to better gauge consumer response to marketing. The term neuromarketing describes brain research on the effect of marketing stimuli. Firms are using EEG ( electroencephalograph) …

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PRODUCT AND SERVICE QUALITY

PRODUCT AND SERVICE QUALITY: Satisfaction will also depend on product and service quality. What exactly is quality? Various experts have defined it as ”fitness for use,” ”conformance of requirements,” and ”freedom form variation,” We will use the American Society for Quality’s definition: Quality is the totality of feature and characteristics …

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Conducting Informative Focus Groups

Conducting Informative Focus Groups

Conducting Informative Focus Groups: Focus groups allow marketers to hone in on issues not easily addressed by surveys. The key to using then successfully is to thoughtfully listen and carefully observe, leaving assumption and biases behind. Although useful insights can emerge, question also arise about focus groups’ validity. Some researches …

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Behavioral Research

Behavioral Research

Behavioral Research: Customers leave traces of their purchasing behavior in store scanning data, catalog purchases reflect consumer database. Marketers can learn much by analyzing these data. Actual purchases reflect consumers’ preference and often are more reliable than statements they offer to market researchers. For example, grocery shopping data show that …

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DEVELOP LOYALTY PROGRAMS

DEVELOP LOYALTY PROGRAMS

DEVELOP LOYALTY PROGRAMS: Frequency programs (FPs) are designed to reward customers who buy frequently and in substantial amounts. They can help build long-term loyalty with high CLV customers, creating cross-selling opportunities in the process. Pioneered by the airlines, hotels, and credit card companies, FPs now exist in many other industries. …

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PRODUCT AND SERVICE QUALITY

PRODUCT AND SERVICE QUALITY

PRODUCT AND SERVICE QUALITY:Satisfaction will also depend on product and service quality. What exactly is quality? Various experts have defined it as ”fitness for use,” ”conformance of requirments,” and ”freedom form variation,” We will use the American Society for Quality’s definition: Quality is the totality of feature and characteristics of …

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Household Patterns

Household Patterns

Household Patterns: The traditional U.S. Household included a husband. Wife, and children under 18. By 2010 Only 20 percent of US. Households met his definition, Down form about 25 percent a decade before and 43 percent in 1950. Married couples have dropped below half of all US. Household for the …

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Cultural Factors

Cultural Factors

Cultural Factors:Culture, subculture, and social class are particularly important influences on consumer buying behavior Culture is the fundamentals determine of a person’s wants and behavior. Through family and other key institution a child growing up in the united states is exposed to values such as achievements and success, activity, efficiency …

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