Introductory Concepts Archives - Page 3 of 9

Free Customer Journey Map Excel Template

Buyer Decision Process, Customer Satisfaction, Promotion Concepts, Services Marketing / By Geoff Fripp

About the Customer Journey Map TemplateThis 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 their way to your brand and ultimately become loyal advocates.Download the free template here… customer-journey-map-Excel-templateThe template gives […]

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Concerns with The Net Promoter Score (NPS)

Metrics, Customer Satisfaction / By Geoff Fripp

While the net promoter score has become widely used, it is likely to have limited value and be used with care. This article outlines The Case Against NPS in a Nutshell.

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How to Improve Brand Awareness

Branding, ATAR, Marketing Mix, Metrics, Promotion Concepts / By Geoff Fripp

Are you looking to improve brand awareness? Find a list of over 40 tactical ideas to enhance the awareness of your brand.

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Difference between Marketing Metrics and Analytics

Metrics, Analysis, Introductory Concepts, Marketing Research / By Geoff Fripp

The terms of marketing metrics and analytics are often used interchangeably, but they do refer to slightly different concepts. Find out what they are and how they differ.

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The Role of Price in Marketing

Marketing Mix, Pricing / By Geoff Fripp

In addition to driving profits, pricing has a key role in the marketing mix and overall positioning.

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The Marketing Process

Introductory Concepts, Marketing Strategy / By Geoff Fripp

What are the steps in the basic marketing process? As you probably know, the purpose of marketing activities is to create value for consumers and to deliver ongoing profitability (or other success metric) for the firm as a result. Marketing should be a win-win situation for both the firm (or organization) and its customers.Steps in

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A simple definition of marketing

Introductory Concepts / By Geoff Fripp

Here is a straightforward definition of marketing…Marketing is the delivery of customer value and satisfaction at a profitWhen you first start learning about marketing, you will notice that there are lots of different definitions. The above definition is a nice and simple one to start with – and it’s quite applicable for most profit-driven firms.From

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Marketing strategy and the marketing mix

Marketing Mix, Marketing Plans, Marketing Strategy / By Geoff Fripp

There is a direct relationship between the firm/brand’s marketing strategy and its marketing mix design. A marketing mix should be the execution of the firm’s marketing strategy.In other words, marketing strategy is implemented through the combination and design of the marketing mix elements to meet the identified needs of a selected target market.Please note that

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How marketing strategy guides marketing decisions

Marketing Mix, Marketing Strategy / By Geoff Fripp

Any organization/brand is faced with an almost unlimited selection of choices and opportunities in the marketplace. For example, there are literally thousands of different ways that firms can choose to promote their activities. There are millions of different products available in the marketplace that firms can choose to produce and market.So how does a firm/brand

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Markets, exchange and target markets

Introductory Concepts, Segmentation, Targeting and Positioning, Target market / By Geoff Fripp

When studying marketing it is important to understand the concept of a market and the exchange process.When we use the term “market” in a marketing sense, there are actually three possible views that we are considering – the overall market, any sub-markets and the brand’s target market/s.Overall marketThe overall market consists of all potential buyers

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