Category: principles and practices of marketing

Expand your definition of services – How you define services shapes every interaction you have with your customers services should provide customers with satisfaction in essence the customers should walk away pleased at the result of transaction and not just Read More …

This refers to activity of looking after customers and helping them with complaints and problems. It involves provision of service before and after purchase. Customer care is also a third party provider that takes customers calls, answers their questions, addresses Read More …

Face to face selling. Tele marketing – Using phones to sell directly to customers. Direct mail – letters, ads, samples, fold outs are used. The media used here include; voicemail, email, fax mail and physical mail. Catalog marketing – This Read More …

Customer database – This is an organized collection of comprehensive data about individual customers or prospects including geographic, demographic, psychographic and behavioural data. Database marketing – This is the process of building and maintaining customers data for the purpose of Read More …

These are direct communications with carefully targeted individual consumers to obtain an immediate response and cultivate lasting customer relationships. The new direct marketing models include: advances in direct marketing include emergence of catalog companies, direct mailers and telemarketers. Benefits and Read More …

Publications – this is published material used to reach and influence the target market e.g. Annual reports, articles, company newsletters, audio visual materials etc. Events – this are special events such as conferences, seminars, outings, anniversaries, sports, cultural sponsorships that Read More …

Press relations – This involves news and information about the organization in the most positive way. Product publicity – This include sponsoring effort in order to publish specific product. Corporate communication – his is promoting understanding of the organization through Read More …

Consumer promotions – this are designed to increase short term sales by inducing final consumers to try a new product or to increase purchase of an existing product. The effort of company is directed towards the end user of the Read More …

This comprises of short term incentives designed to increase the purchasing behavior of consumer through a variety of rewards and are meant to increase sales. Importance /Value of Sales Promotion To increase sales. To introduce a new product. To encourage Read More …

An organization needs to budget in order to ensure that its expenditure does not exceed its planned income. Competitor’s activities –we should have parity. The market size/share Available funds The nature of the product the company is selling i.e. consumer Read More …