Event Evaluation – Evaluating the Success of Events
Event evaluation is an activity that seeks to understand and measure the extent to which an event has succeeded in achieving its purpose. The purpose of an event will differ with respect to the...
View ArticleBrand Building through Events Marketing
To truly build a brand that leaves an indelible imprint on the hearts and minds of audiences, event marketers must adopt a more strategic, holistic approach. When it comes to building brands, events...
View ArticleEvent Marketing – Using Events as a Business Marketing Tool
An event is a live multimedia package with a preconceived concept, customized or modified to achieve the clients objective of reaching out and suitably influencing the sharply defined, specially...
View ArticleCase Study: McDonalds Marketing Strategies
McDonald’s is the world’s largest fast-food restaurant chain. It has more than 30,000 restaurants in over 100 countries. Over one billion more customers were served in 2007 than in 2006. Although net...
View ArticleCase Study: Toyota Prius Marketing Strategies
Toyota manufactures cars, which has a wide coverage from economic minibus to luxurious cars, SUV. The brand on sell includes Crown, Reiz, Vios, Corolla, Coaster and Prius. And Prius is the brand or car...
View ArticleCase Study: L’Oréal Marketing Strategies in India
Before the facial cosmetics, L’Oreal was known as a hair-color formula developed by French chemist Eugene Schueller in 1907. It was then known as”Aureole”. Schueller formulated and manufactured his own...
View ArticleReinforcing Brands – Brand Reinforcement and Revitalization Strategies
Managing brand equity involves reinforcing brands or, if necessary, revitalizing brands. Brand equity is reinforced by marketing actions that consistently convey the meaning of the brand to consumers...
View ArticleCase Study of Procter & Gamble: Marketing of Scope Mouthwash
Scope was introduced in 1967 by Procter & Gamble, is a green mint tasting mouthwash, and was positions as a great tasting mouth refreshing brand that provided bad breath protection. Scope held 32%...
View ArticleService Quality
Definition of Service Quality There are a number of different “definitions” as to what is meant by services quality. In its simplest form service quality is a product of the effort that every member of...
View ArticleCase Study of Kellog’s: Marketing Strategy for Latin America
In 1980, Peter A, Horekens, marketing director for Kellog company, was faced with the problem of developing a market for ready-to-eat cereals in the Latin American region. Although Kellog had no...
View ArticleCase Study: Lifecycle of Video Game Consoles
The rise of personal computers in the mid 1980’s spurred interest in computer games. This caused a crash in home Video game market. Interest in Video games was rekindled when a number of different...
View ArticleGeographical Pricing
Geographical pricing refers to the location at which the price is applicable. Geographical pricing strategy is influenced by a number of factors such as the location of the company’s plant, the...
View ArticleMarketing Planning – Strategic Planning in Marketing
Businesses that succeed do so by creating and keeping customers. They do this by providing better value for the customer than the competition. Marketing management constantly have to assess which...
View ArticleFactors affecting Advertising Media Selection
The advertising medium refers to the means through which the advertiser can convey his message to audience. Proper selection of the media enables the advertiser to achieve the desired results. Hence,...
View ArticleNicosia Model of Consumer Behavior
Nicosia Model of Consumer Behavior was developed in 1966, by Professor Francesco M. Nicosia, an expert in consumer motivation and behavior. This model focuses on the relationship between the firm and...
View ArticleHoward Sheth Model of Consumer Behavior
John Howard and Jagadish Sheth put forward the Howard Sheth model of consumer behavior in 1969, in their publication entitled, ‘The Theory of buyer Behaviour’. The Howard Sheth Model is a sophisticated...
View ArticleThe Engel Kollat Blackwell Model of Consumer Behavior
The Engel Kollat Blackwell Model of Consumer Behavior was created to describe the increasing, fast-growing body of knowledge concerning consumer behavior. This model, like in other models, has gone...
View ArticleBettman Information Processing Model of Consumer Choice
Bettman (1979) in his model describes the consumer as possessing a limited capacity for processing information. He implicate that the consumers rarely analyze the complex alternatives in decision...
View ArticleUnderdog Strategy in Business
An underdog strategy involves a small and, usually, young firm taking on a much larger competitor. It is often employed by an upstart company that doesn’t hesitate to get into a fight with much bigger...
View ArticleCustomer Segmentation Analysis
The buying behavior of customers will vary by segment, such as the elderly, the affluent, where people live, and so forth. If you want to understand how to compete, then you should understand the...
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