Marketing Strategy

Channel marketing proves to be a “fit” if the process better responds to the desires of the target market than the organization could do alone. An organization must answer the question, “Will our customers or clients be better served by channel members rather than having us perform these functions?”
Lot size
How many “units” does the end […]

How do you most efficiently get your product or service to the people that need it and are willing to pay for it? Using a marketing channel may be a solution. Channel marketing describes the organizations that work together to get your product or service to the end user.
Extending Your Reach
Many producers of products and […]

Are you getting the most from your direct marketing? Make sure your direct marketing campaigns are target, measurable, and ethical.
About Direct Marketing
As we discussed in Direct Marketing Fudamentals, direct marketing includes various approaches in which the producer of goods or services directly contacts the end-user. Direct marketing encompasses face-to-face selling, direct mail, catalogs, kiosks, telemarketing, […]

The topic of “global marketing” is as large as its name suggests. The following offers some key points of consideration that may assist in addressing a global marketing strategy within your marketing plan.
The concept of global marketing is grounded in the notion that enhanced communication and other technologies have resulted in parallel needs and tastes […]

Product bundling is combining two or more products or services together, creating differentiation, greater value and therefore enhancing the offering to the customer. Bundling is based on the idea that consumers value the grouped package more than the individual items.
Bundling can enhance an organization’s offering mix while minimizing costs. This is attractive to consumers who […]

Successful companies don’t market products, they market offerings.
An offering encompasses the benefits or satisfaction provided to your target markets, tangible and intangible. To successfully market your product, you must understand its benefits from the buyer’s perspective. This approach allows you to think beyond the tangible “product” entity and consider what the consumer is actually buying and their […]

There are businesses that can’t set their own prices as easily as others.
Businesses that are regulated by government agencies, or insurance companies, don’t always have much price leeway. Some dentists and doctors set their own prices, and some, based on their relationships with HMOs and insurance programs can not. Some public agencies and utilities require […]

Product positioning is closely related to market segment focus. Product positioning involves creating a unique, consistent, and recognized customer perception about a firm’s offering and image. A product or service may be positioned on the basis of an attitude or benefit, use or application, user, class, price, or level of quality. It targets a product […]

Your logo appears on everything from your letterhead to your website, reaching customers, prospects, suppliers and the press. In other words, your logo reaches everyone and is the first impression someone will have of your company; therefore your logo needs to create a favorable introduction. Present yourself clearly and dynamically and you will look like […]

There are plenty of benefits to having your products sold in catalogs. But, be wary! There are pitfalls as well in this sales/distribution channel.
Giving away the farm
Many catalogs will ask for a multitude of discounts and concessions before they even place one order. You give them a set price for your product. But they insist […]