Prepared by a marketing lecturer, designed for university-level students
In today’s analytical world, days marketers are expected to analyze significant amount of customer database and market research survey data – and an effective skill is being able to run cross … Read more...
So what are the main challenges of conducting marketing research in international markets?
In terms of market research tools and techniques, the approaches are generally similar, with the same intention of gathering and … Read more...
A brand’s ability to measure consumer attitudes provides a very helpful insight into what is driving consumer behavior. Generally a consumer’s attitude towards the various brands in the marketplace has a significant influence over their purchase and … Read more...
In addition to measuring brand awareness, firms will often look to measure advertising awareness through a similar/same survey of the target market. This would be an extension of the questionnaire discussed in the article on brand … Read more...
Brand awareness is fundamental to success in the marketplace; if consumers are unaware of the brand they are unlikely to become customers. This is why the first goal in a marketing communications … Read more...
There are multiple reasons why new products will fail to be successful in the marketplace. There is a separate article that outlines the numerous reasons for new product failure, along with some discussion. However, the purpose of this … Read more...
Providing a value proposition is a central part of a firm’s offering in the marketplace. A value proposition helps differentiate firms and brands by having something unique about their “offering”.
In marketing … Read more...