Marketing is actually a fairly recent phenomenon. It came about as a series of methods to enhance profits, analyse customers and to produce planned processes. After the industrial revolution arose the means of mass production. Companies could produce much more on demand, which in turn created more discerning customers with changing expectations, combined with increasing…
The definition of an objective is an aim (something that we would like to do) that is measurable (we have means of knowing we have achieved it). During the process of setting objectives a company has to be aware of the internal and external influences that could affect it. It’s no good creating any objectives…
The marketing planning process could be compared to a journey. There is a definite process of getting from one place to another, in an orderly fashion, to achieve the necessary goals. Marketers can get quite strung up on planning a marketing strategy, some perform it down to the enth degree, while others brush it to…
I have such a lot to learn for my first exam for my CIM Marketing course. The only way I can not only remember the facts, but to understand the true meaning means I have to blog about them. So here is a version of the Marketing Mix. The Seven Ps are derived from the…
Philip Kotler’s definition is: “Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. Of course people have many conceptions as to what marketing is – it depends on where you work and what you want to achieve. Some see…
In my past post about customer loyalty, I mentioned that “Loyalty requires working on these satisfied customers, giving them excellent, high quality service, forming a relationship with them to find out exactly want they want, how it can be delivered to them in the best possible manner, and consistently providing your service that exceeds their…
To the uninitiated Twitter may be considered a useless pursuit. The idea of reading these little ‘messages’ that rapidly zip past your eyes, all seemingly unconnected with each other, blathering on about nothing in particular, would seem like a waste of time. Until you analyse why people do twitter. Social networking is about being sociable,…
A brand is perceived in many ways by the customer, and by the company. There are many misconceptions like a brand is the logo: a name, symbol, colour, font, slogan or whatever, but it is more than that; the logo is merely the brand’s element that is immediately recognisable, and differentiates it from its competitors….
I’ve had some very interesting Twitter discussions about how Virgin advertise their ‘fibre-optics’ broadband. At least four people told me that Virgin were doing false advertising – they do not bring fibre-optics to your home. There are fibre-optics laid in our street (we remember it well; the first summer after we moved in in 1995,…
The story regarding my Virgin fibre-optics installation has not been concluded. In fact it has got worse! We had our broadband working well during the weekend, but on Monday it packed up altogether. Surely it couldn’t be a result of my first blog on the subject – Virgin couldn’t be that small minded (hopefully) and…
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