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THE Marketing Study Guide

Prepared by a marketing lecturer, designed for university-level students

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Category: Buyer Decision Process

Understanding Opinion Leaders

Defining Opinion Leaders

Opinion leaders are those people who are able to influence the purchase decisions of consumers. These consumers will view the opinion leader as having a strong degree of knowledge in regards to the product category or a … Read more...

Author Geoff FrippPosted on Categories Buyer Decision Process, Consumer Behavior, New Product Process

Free Customer Journey Map Template

About the Customer Journey Map Template

This free customer journey map template is designed to quickly and easily build relatively detailed maps for multiple brand personas. Customer journey maps are an effective way of identifying how potential customers make … Read more...

Author Geoff FrippPosted on Categories Buyer Decision Process, Customer Satisfaction, Promotion Concepts, Services Marketing

Hierarchy of effects model

Hierarchy of effects

This is a marketing model designed to demonstrate how a consumer transitions from being unaware of a brand, to forming attitudes and understanding of that brand, to ultimately becoming an end customer.

There are many versions of … Read more...

Author Geoff FrippPosted on Categories Buyer Decision Process, Consumer BehaviorTags models

Hierarchy of effects model and share of hearts

Hierarchy of effects model and share of minds and share of hearts

There are numerous hierarchy of effects models that are covered in marketing literature. Probably the most common one was developed in 1961 and is a six stage model … Read more...

Author Geoff FrippPosted on Categories Buyer Decision Process, Consumer Behavior, MetricsTags advertising, customers, models

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Welcome to the Marketing Study Guide

This free study guide has been prepared to meet the information needs of university-level marketing students throughout the world. This study guide is a comprehensive discussion (along with many examples) of the key aspects of marketing as covered across various textbooks and study programs

  • About
    • Privacy Policy
  • Base Concepts
  • Strategy
  • Environment
  • SWOT
  • Consumer Behavior
  • Segmentation
  • Product Mix
  • New Products
  • PLC
  • Promotion
  • Pricing
  • Services
  • CRM
  • Research
  • Metrics
  • Ethical
  • Videos
  • Career Quiz
  • All Articles
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