By Pingali Venugopal
A latest discourse at the quickly altering atmosphere of the realm of selling, this ebook presents the chant to rework short-run revenues into long term advertising development. beginning with the fundamentals of selling, it takes the reader on a gentle trip to appreciate quite a few concepts of right decision-making available in the market. In doing that, it presents an in-depth research of ways to construct a sustainable purchaser base within the ever-growing competitiveness and dynamism of the Indian advertising and marketing enviornment. ?
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Extra resources for Marketing Management: A Decision-making Approach (Response Books)
The next chapters would conduct the SWOT analysis using this information and the company’s capabilities. 1) that affect the marketing manager’s ability to successfully market to the target customers (Kotler and Armstrong 2006). Moreover, since the environment is ever changing, the company needs to adapt itself. 41 Marketing Management The marketing environment is typically classified as the ‘macro-environment’, the ‘micro-environment’ and the ‘internal environment’. The Macro-environment This includes all factors that can influence the entire industry (political, socio-cultural, economic, technological, natural, and so on).
Competition for Non-routine Purchases Competition at the emotional level may override the functional level competition if there is a possibility of postponing the functional requirements (non-routine requirements). For example, people save money to buy products satisfying status, like a car. Therefore, the emotional level competition could decide the priority of purchase for non-routine purchases. 3. As seen, different needs can be satisfied by a product. Therefore, more than one marketing product could be developed for each technical product.
According to Maslow, humans are motivated by one or more of the following needs: • P hysiological needs: These needs are fundamental for survival and include things like food, water, air, shelter and sleep. These basic needs take priority over other needs. oâ•… Maggi noodles (aim to satisfy basic need): ‘Mummy, I’m hungry…’ • S afety needs: Consumers need to feel that their lives are not in danger. Consumers are concerned with things like staying safe from physical harm, sickness and having enough money to live.