Archive | Special Studies in Marketing

TRADE PROMOTIONS. Ans.    Sales promotions can also be directed at members of the trade – wholesalers, distributors, and retailers. It is intended to stimulate demand in the short run and help push the product through the distribution channel more immediately. Effective trade promotions can generate enthusiasm for a product and contribute to the loyalty distributors [...]

DISADVANTAGES OF SALES PROMOTIONS. Ans.    While sales promotion is a powerful and effective method to produce immediate short term positive results, it is not a cure for a bad product or bad advertising.  In fact, a promotion is speed up the killing of a bad product. —       Increased price sensitivity : Frequently promoted brands [...]

ADVANTAGES OF SALES PROMOTION. Ans.    Sales promotions have a significant effect on the behaviour of consumers and trades people.  Such promotions can bring in more profits for the manufacturers because they permit price discrimination. —       Price discrimination : Producers  can  introduce price discrimination  through  the use of sales promotions. They can charge different prices to [...]

BENEFITS OF PUBLIC RELATIONS. Ans.    Benefits of Public Relations : 1.      Prestige or ‘favourable image’ and its benefits : The familiarialty and reputation of its name are among the greatest assets of any organization whether it deals directly with the public or not. Everyone is influenced by Reputation because reputation in industry can rarely [...]

WHO NEEDS PUBLIC RELATIONS? Ans.    The diverse institutions and individuals requiring professional Public Relations go beyond the more traditionally defined corporate world. Who are they? And Who are the “Publics” of Public Relations? Following are the main “publics” of Public Relations: A College or University: A public relations expert needs to defuse those crisis situations [...]

PUBLIC RELATION. Ans.    “Public Relations is defined as helping an organization and its publics adapt mutually to each other.”             Public relations is a planned and sustained activity to help an institution create a social climate favorable for its growth.  It is based on the fundamental belief that the survival of any enterprise, public or [...]

UMBRELLA BRANDING. Ans.    This again is of the type ‘One brand all products’. An umbrella brand is a parent brand that appears on a number of products that may each have separate brand images. Firms have a short-run incentive to reduce quality and save costs, as consumers can only observe quality ex post. E.g. Phillips [...]

BRAND POSITIONING. Ans.    A brand position is the part of the brand identity and value proposition that is to be actively communicated to the target audience and that demonstrates an advantage over competing brands. Positioning is a concept, which is commonly seen in marketing. “Positioning is the act of designing the company’s offerings and image [...]

BRAND IMAGE. Ans.    Consumers vary as to which brand attributes they see as most relevant and the importance they attach to each attribute. They will pay the most attention to the attributes that deliver the sought benefits. The market for a product can often be segmented according to the attributes that are salient to different [...]

FACTORS AFFECTING BRAND AWARENESS. Ans.    Brand Awareness refers to the strength of a brand’s presence in the consumer’s mind. Awareness is measured according to the different ways in which consumers remember a brand, ranging from recognition to recall to top of the mind. Some of the major factors affecting brand awareness are:- —       Brand [...]