Prepared by a marketing lecturer, designed for university-level students
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...
A perceptual map is of the visual technique designed to show how the average target market consumer understands the positioning of the competing products in the marketplace.
The following chart is an example of a … Read more...
In advertising and communication programs, one of the challenges is to execute a good creative idea.
Marketing students sometimes have difficultly understanding how an idea may or may not be … Read more...
Customer value is a fundamental concept in the study of marketing and is usually covered in the opening chapter of a marketing textbook.
Virtually all organizations strive to deliver good overall value for both their … Read more...