Mumbai

5.2 The Necessity for a Business Plan LEARNING OBJECTIVES Understand that the probability of running a successful business is significantly increased with a formal business plan.… Read More » The Necessity for a Business Plan

10.1 The Importance of Financial Management in Small Business LEARNING OBJECTIVES Understand the difference between accounting and finance for small businesses. Understand the major activities of… Read More » The Importance of Financial Management in Small Business

13.5 Personnel Efficiency LEARNING OBJECTIVES Understand the importance of meetings. Understand why meetings fail. Understand the importance of an agenda. Learn about behavioral issues in meetings.… Read More » Personnel Efficiency

7.8 Marketing Strategy and Promotion LEARNING OBJECTIVES Understand the role of promotion in the marketing mix and its importance to a company. Understand the different ways… Read More » Marketing Strategy and Promotion

9.3 Financial Ratio Analysis LEARNING OBJECTIVES Understand why the numbers found on a balance sheet and an income statement may not be enough to properly evaluate… Read More » Financial Ratio Analysis

5.3 Building a Plan LEARNING OBJECTIVES Understand that before starting a business and before writing a formal plan, individuals should ask themselves some specific questions to… Read More » Building a Plan

 Advertising In one sense, advertising is old-fashioned. It has a long, storied history as a device to sell products. But the way we write and… Read More » Advertising and Promotional Channels

Zero-Based vs. Incremental Budgeting Given the pressure to budget effectively, firms scrutinize the process. Ultimately, there are two common approaches for establishing an annual budget:… Read More »Zero-Based vs. Incremental Budgeting

Defining Your Target Market LEARNING OBJECTIVE Briefly explain the concepts of segmentation and targeting Whom Are You Trying to Reach? Suppose you are selling automotive… Read More »Your Target Market : Whom Are You Trying to Reach?

Chapter 2-Your Business Idea: The Quest for Value Cheshire Package Store Source: Used with permission from Robert Brown. Robert Brown has been the owner and… Read More »Your Business Idea: The Quest for Value

Yield Management Systems Yield management systems enable organizations to adapt pricing in real-time based on various factors impacting demand. LEARNING OBJECTIVES Understand the purpose of… Read More »Yield Management Systems

2.2 Writing the HRM Plan Learning Objective Describe the steps in the development of an HRM plan. As addressed in Section 2.1 “Strategic Planning”, the writing… Read More »Writing the HRM Plan

13.1 Workplace Safety and Health Laws Learning Objectives Be able to explain OSHA laws. Understand right-to-know laws. Workplace safety is the responsibility of everyone in… Read More »Workplace Safety and Health Laws

Chapter 12: Working with Labor Unions Unhappy Employees Could Equal Unionization As the HR manager for a two-hundred-person company, you tend to have a pretty… Read More »Working with Labor Unions

Chapter 12-Working with Labor Unions Unhappy Employees Could Equal Unionization As the HR manager for a two-hundred-person company, you tend to have a pretty good… Read More »Working with Labor Unions

Chapter 11 Work with Labor Unions You can’t do it unless you organize. Samuel Gompers Only a fool would try to deprive working men and… Read More »Work with Labor Unions

Chapter 7-Work Effectively in Groups Significant portions of this chapter were adapted from Scott McLean’s Business Communication for Success textbook with permission of the author. McLean, S.… Read More »Work Effectively in Groups

WHY YOU NEED A PROMOTIONAL MIX If you deliver your message in many different ways, you increase your odds of reaching your target market. Hundreds… Read More »WHY YOU NEED A PROMOTIONAL MIX

Why Working Retail Is Tough It is important to understand the key challenges retailers face as well as how today’s retailer is working to overcome… Read More »Why Working Retail Is Tough

Introduction to the Importance of Customers What you’ll learn to do: explain why the customer is the cornerstone of marketing As we dive into the… Read More »why the customer is the cornerstone of marketing

Centralized Data Hubs What you’ll learn to do: Explain why retailers need a centralized data hub We will explore some of the key technologies retail businesses… Read More »why retailers need a centralized data hub

Return on Investment Marketers should understand the position of their company and the returns expected when making adjustments in prices. LEARNING OBJECTIVES Explain why pricing… Read More »Why Pricing Objectives Focus on delivering Return on Investment

Why It Matters: What Is Marketing? Why learn about marketing? When you hear the term “marketing,” what comes to mind? Based on what you know… Read More »Why learn about marketing?

Why It Matters: Segmentation and Targeting Why learn about segmentation and targeting? Suppose you have just accepted a product marketing job with a technology company… Read More »Why It Matters: Segmentation and Targeting

Why It Matters: Retail Environmental Analysis Why evaluate different types of retail institutions? Think about your local grocery store or supermarket. You probably enter into… Read More »Why It Matters: Retail Environmental Analysis

Why It Matters: Promotion: Integrated Marketing Communication (IMC) Why learn about integrated marketing communication? The fourth P, promotion, focuses on communicating with target audiences about something:… Read More »Why It Matters: Promotion: Integrated Marketing Communication (IMC)

Why It Matters: Product Marketing Why learn about product marketing? Often when students begin to study marketing they expect to study promotion or perhaps only advertising, but… Read More »Why It Matters: Product Marketing

Why It Matters: Pricing Strategies Why learn about pricing strategies? When Amazon.com was created in 1994, the company sold books online. While many viewed it… Read More »Why It Matters: Pricing Strategies

Why It Matters: Positioning Why learn about positioning? Ever since you were small, you have loved special occasions and gatherings. It started with sprawling extended-family… Read More »Why It Matters: Positioning

Why It Matters: Place: Distribution Channels Why learn about distribution channels? More Than Just Another P Of the elements in the marketing mix, product and… Read More »Why It Matters: Place: Distribution Channels

Why It Matters: Marketing Strategy Why learn about marketing strategy? In this module you’ll learn about the important role that marketing strategy plays in supporting corporate… Read More »Why It Matters: Marketing Strategy

Why It Matters: Marketing Plan Why learn to develop an effective marketing plan? In a very real way, the marketing plan is the culmination of… Read More »Why It Matters: Marketing Plan

Why It Matters: Marketing Information and Research Why learn about marketing information and research? Your uncle Dan owns an independent bookstore called Bookends in Seattle, Washington. You… Read More »Why It Matters: Marketing Information and Research

Why It Matters: Marketing Globally Why learn about global marketing? Suppose you’re in the marketing department for a highly successful snack food company in the… Read More »Why It Matters: Marketing Globally

Why It Matters: Ethics and Social Responsibility Why learn about ethics and social responsibility? Generally speaking, students believe that there are two primary reasons to… Read More »Why It Matters: Ethics and Social Responsibility

Why It Matters: Consumer Behavior Why learn about consumer behavior? Please welcome a new arrival At 1:26 a.m. this morning, in Houston’s Memorial Hermann Hospital, a… Read More »Why It Matters: Consumer Behavior

Why It Matters: Branding Why learn about branding? Pop Quiz! Instructions: Grab a piece of paper and jot down answers to the following questions: What is your… Read More »Why It Matters: Branding

Understanding Customers What you’ll learn to do: Describe why it is important for retailers to research and understand their customers Previously, you learned that no matter… Read More »why it is important for retailers to research and understand their customers

Why Customers Matter LEARNING OBJECTIVE Explain why the customer is the cornerstone of marketing Who Are Customers, and Why Do They Matter? Marketing exists to… Read More »Why Customers Matter

Retail merchandising is a broad term used to designate a vast range of services which are closely connected to in-store marketing and sales strategies, revenue… Read More »Why Businesses Benefit from Retail Merchandising Services

Chapter 6-Why and How People Buy: The Power of Understanding the Customer Video Ride-Along with Rachel Gordon, Account Manager at WMGK Radio Meet Rachel Gordon.… Read More »Why and How People Buy: The Power of Understanding the Customer

Brand Equity LEARNING OBJECTIVES Explain the concept of brand equity Discuss why and how marketers measure brand equity In marketing, brand equity refers to the… Read More »why and how marketers measure brand equity

Why a Marketing Plan is Essential A formal marketing plan provides a clear reference point for activities throughout the planning period. However, perhaps the most… Read More »Why a Marketing Plan is Essential

Where to set up your retail business You may be familiar with the term ‘high street retailer’ which gives a clue about the importance of… Read More »Where to set up your retail business

When to Use Public Relations Public relations offers an excellent toolset for generating attention whenever there is something newsworthy that marketers would like to share… Read More »When to Use Public Relations

When to Use Personal Selling Not every product or service is a good fit for personal selling. It’s an expensive technique because the proceeds of… Read More »When to Use Personal Selling

When to Use Personal Selling Not every product or service is a good fit for personal selling. It’s an expensive technique because the proceeds of… Read More »When to Use Personal Selling

When to Use Guerrilla Marketing This edgy marketing approach focuses on two goals: 1) get media attention, and 2) make a positive and memorable connection with your… Read More »When to Use Guerrilla Marketing

When to Use Guerrilla Marketing This edgy marketing approach focuses on two goals: 1) get media attention, and 2) make a positive and memorable connection with your… Read More »When to Use Guerrilla Marketing

When to Modify Products While the decision to modify products happens ideally at the design stage, products can be changed during any phase of the… Read More »When to Modify Products

6.1 What Marketing Is All About LEARNING OBJECTIVES Define marketing. Explain why marketing is so important to small business. Explain the marketing concept, the societal marketing… Read More »What Marketing Is All About

What Makes Digital Marketing Tools Unique In part, digital marketing is critically important because people use digital technologies frequently, and marketing needs to happen where… Read More »What Makes Digital Marketing Tools Unique

What Makes a Marketing Plan Effective An effective marketing plan conveys a sound business strategy that is aimed at a large and varied audience. The… Read More »What Makes a Marketing Plan Effective

What Is Marketing Communication? Defining marketing communication is tricky because, in a real sense, everything an organization does has communication potential. The price placed on a… Read More »What Is Marketing Communication?

What is Vendor Onboarding? Everything You Need to Know Vendor Onboarding is the process of guiding new vendors into your company’s network. Your vendors are,… Read More »What is Vendor Onboarding? Everything You Need to Know

WHAT IS THE VALUE OF STRATEGIC ONBOARDING? A carefully thought out onboarding process will ensure that every new employee is aware of the firm’s values,… Read More »WHAT IS THE VALUE OF STRATEGIC ONBOARDING?

What is the Purpose of Branding and Why Is It So Important? Branding involves researching, developing, and implementing brand names, brand marks, trade characters, and… Read More »What is the Purpose of Branding and Why Is It So Important?

What is the AIDA approach? The AIDA model is based on four individual stages that attract interested parties who are deciding on a product or… Read More »What is the AIDA approach

Social Media is the future of communication – a countless array of internet based tools and platforms that increase and enhance the sharing of information.… Read More »What is Social Media?

What is Snapdeal seller Registration? If you have a business of your own and willing to expand your customer base, there is no better way… Read More »What is Snapdeal seller Registration?

What is sales management? Sales management is the coordination of people and resources to effectively produce the desired goal. These long term goals can be… Read More »What is Sales Management?

What is Quantitative Research? Quantitative Research is defined as the systematic empirical investigation of social phenomena via statistical, mathematical or computational techniques. Its objective is… Read More »What is Quantitative Research?

What is Qualitative Research? Qualitative Research is the examination, analysis and interpretation of observations for the purpose of discovering underlying meanings and patterns of relationships,… Read More »What is Qualitative Research?

The Purpose of Market Segmentation and Targeting LEARNING OBJECTIVES Explain the purpose of segmentation and targeting in marketing What Is Market Segmentation All About? Segmentation… Read More »What Is Market Segmentation All About?

1.1 What Is Human Resources? Learning Objectives Explain the role of HRM in organizations. Define and discuss some of the major HRM activities. Every organization,… Read More »What Is Human Resources?

Chapter 1-What Is Human Relations? I present myself to you in a form suitable to the relationship I wish to achieve with you. Luigi Pirandello… Read More »What Is Human Relations?

What is Franchising? In franchising, an organization (the franchiser) has the option to grant an entrepreneur or local company (the franchisee) access to its brand,… Read More »What is Franchising?

What is Flipkart seller Registration? When a vendor registers as a seller with an intention to market its product through the e-commerce portal Flipkart then… Read More »What is Flipkart seller Registration?

The best brands are built on a strong foundation of customer trust and mutually beneficial engagement. A prime way of reaching this crossroad is with… Read More »What Is Customer Engagement Marketing

The process of acquiring new customers is one of the most essential and complicated tasks for any business. Every day brands face different challenges while… Read More »What is customer acquisition? Customer acquisition funnel

What is customer acquisition? 9 strategies to acquire customers Successful customer acquisition strategies combine sales, marketing, and more to get new customers on board customer… Read More »What is customer acquisition strategies?

What is Business Marketing? Business marketing is the practice of individuals or organizations (i.e., commercial businesses, governments, and institutions) promoting and selling products and/or services… Read More »What is Business Marketing?

What is B2B Marketing? B2B marketing is short for for business-to-business marketing. It’s one of the two major categories of marketing, and differs significantly from the other… Read More »What is B2B Marketing?

What Is a Supply Chain? We have discussed the channel partners, the roles they fill, and the structures they create. Marketers have long recognized the importance… Read More »What Is a Supply Chain?

What Is a Product? Defining Product A product is any good, service, or idea that can be offered to a market to satisfy a want… Read More »What Is a Product?

What Is a Product? Defining Product A product is any good, service, or idea that can be offered to a market to satisfy a want… Read More »What Is a Product?

Distribution channels are the paths that products and services take on their way from the manufacturer or service provider to the end consumer. For instance,… Read More »What is a Distribution Channel?

What Is a Brand? As we start our exploration of brand and its role in marketing, take a few minutes to watch the following video… Read More »What Is a Brand?

Introduction to Using Channels of Distribution What you’ll learn to do: explain what channels of distribution are and why organizations use them Monster Energy drink is a… Read More »what channels of distribution are and why organizations use them

Market Segmentation What Are Markets Markets are a group of potential buyers with needs and wants and the purchasing power to satisfy them. LEARNING OBJECTIVES… Read More »What Are Market Segmentation

Introduction to Products and Marketing Mix What you’ll learn to do: explain what a product is and the importance of products in the marketing mix… Read More »what a product is and the importance of products in the marketing mix

Web-Site Marketing Web sites represent an all-in-one storefront, a display counter, and a megaphone for organizations to communicate in the digital world. For digital and… Read More »Web-Site Marketing

Web Sites As Marketing Tools Web sites are very flexible, allowing organizations to build the kinds of features and capabilities they need to conduct business effectively.… Read More »Web Sites As Digital Marketing Tools

If you’re in business-to-business (B2B) marketing, you know that there’s a difference between selling straight to consumers and selling to other businesses. Source: SFIO CRACHO… Read More »Ways to Remove Friction in Your B2B Sales Process

6 Ways to Improve an Outdated Employee Onboarding Process First impressions are everything — and the workplace is no exception. An effective onboarding process is… Read More »Ways to Improve an Outdated Employee Onboarding Process

Consumer attitudes are continuously evolving, especially in regard to the topic of sustainability. Now more than ever, consumers are more interested in buying products that… Read More »Ways to Engage Consumers Towards Sustainable Practices in Fashion

5 Ways to Build a Customer Onboarding Process for Long-Term Customer Retention Are you looking to attract high-value customers and make them stick around longer?… Read More »Ways to Build a Customer Onboarding Process for Long-Term Customer Retention

“A deeper understanding of how consumers decide whether or not to engage in co-production, and the corresponding decision processes is imperative.” Michael Etgar, A Descriptive… Read More »Ways of Engaging Consumers in Co-production

Successful Vendor-Management Strategies Businessman meeting with several vendors at table to explain project limitations. ••• Vendor management allows you to build a relationship with your… Read More »Vendor-Management Strategies

5 Vendor Onboarding Checklist for successful Vendor Onboarding It takes a lot of effort and time to establish new vendor partnerships. New vendor onboarding, including… Read More »Vendor Onboarding Checklist for successful Vendor Onboarding

Process, and Rules to Follow Vendor onboarding or also known as supplier onboarding is a tricky yet extremely meticulous process. Supplier relationship management is a… Read More »VENDOR ONBOARDING BEST PRACTICES

Vendor Management Scorecard Basics Business people shaking hands during a management meeting Creating or purchasing a vendor management scorecard is an essential component of effective… Read More »Vendor Management Scorecard Basics

Variety and Assortment of Goods in Food Retail Let’s examine again how food retailers can vary from one another, considering assortment. Let’s say you want… Read More »Variety and Assortment of Goods in Food Retail

Value-Based Pricing Value-based pricing seeks to set prices primarily on the value perceived by customers rather than on the cost of the product or historical… Read More »Value-Based Pricing

Value-Based Marketing Competition Based on Value Value-based marketing allows organizations to create and sustain differentiating values that enable them to compete within their markets. LEARNING… Read More »Value-Based Marketing

Value Proposition Examples LEARNING OBJECTIVE Evaluate examples of value propositions The Value Proposition in Action Let’s take a look at some real examples and evaluate them.… Read More »Value Proposition Examples

Value of Personal Selling Personal selling minimizes wasted effort, measures marketing ROI better than most tools, promotes sales, and boosts word of mouth marketing. LEARNING… Read More »Value of Personal Selling

Value of Branding Branding is a long term exercise, but one that reaps long-term profitability through increased customer loyalty. LEARNING OBJECTIVES Explain why a strong… Read More »Value of Branding : long-term profitability through increased customer loyalty

Value for the Customer LEARNING OBJECTIVE Define and communicate an organization’s value proposition in a competitive marketplace What Is Value? Earlier in this module we… Read More »Value for the Customer

Value and Relative Value Value is the worth of goods, and relative value is attractiveness measured in terms of utility of one good relative to… Read More »Value and Relative Value

Using the Product Life Cycle The product life cycle can be a useful tool in planning for the life of the product, but it has… Read More »Using the Product Life Cycle

Using Marketing Information LEARNING OBJECTIVES Explain and provide examples of how marketers can use marketing information to improve the marketing mix Translating Marketing Information into… Read More »Using Marketing Information

Introduction to Using IMC in the Sales Process What you’ll learn to do: explain how IMC tools support the sales process As you know very… Read More »Using IMC in the Sales Process

Using and Updating the Marketing Plan LEARNING OBJECTIVES Discuss how the marketing plan is used to coordinate efforts between the marketing team and other parts… Read More »Using and Updating the Marketing Plan

User Experience The shopping experience. Brick-and-mortar retail stores are reinventing themselves to provide better, more engaging experiences for their shoppers, knowing that the physical shopping… Read More »User Experience

Use of New Technologies in Marketing and Research New technologies in online marketing — smart phones, CRM systems, and social media — can aid marketers… Read More »Use of New Technologies in Marketing and Research

Supply Chain Management What you’ll learn to do: Explore the use of information systems to manage the supply chain We will explore how retail businesses leverage… Read More »use of information systems to manage the supply chain

Introduction to Competitive Bidding What you’ll learn to do: explain the use of competitive bidding for B2B pricing Generally in business-to-consumer sales there is a… Read More »use of competitive bidding for B2B pricing

Introduction to Using Marketing Information What you’ll learn to do: use marketing information to inform the marketing strategy After you work through the process of identifying… Read More »use marketing information to inform the marketing strategy

UPC, RFID, and QR Codes There are three common technologies retailers use to identify and track individual product units in retail sales transactions, inventory management… Read More »UPC, RFID, and QR Codes technologies retailers use

Unsought Products An unsought good is one that is not actively sought out by a consumer, but is instead purchased due to fear, precaution, need,… Read More »Unsought Products

Through the Looking Glass: Understanding the Sales Process Up to this point, we’ve emphasized the importance of getting into the minds of customers in order to… Read More »Understanding the Sales Process

9.1 Understanding the Need for Accounting Systems LEARNING OBJECTIVES Understand why a basic knowledge of accounting is important for a small business. Understand the importance of… Read More »Understanding the Need for Accounting Systems

UNDERSTANDING THE MAIN COMMUNICATION CHANNELS Advertising. Advertising is any paid form of media communication. This includes print ads in magazines, trade journals and newspapers, radio and… Read More »UNDERSTANDING THE MAIN PROMOTIONAL MIX COMMUNICATION CHANNELS 

Understanding Promotion Defining Promotion As a key marketing element, promotion comprises communications tactics used to educate consumers, increase demand, and differentiate brands. LEARNING OBJECTIVES Describe… Read More »Understanding Promotion : how promotional tools work together

Understanding Customers What you’ll learn to do: Describe why it is important for retailers to research and understand their customers Previously, you learned that no matter… Read More »Understanding Customers

Understanding Apps in a Marketing Context Marketing campaigns can be enhanced through the use of mobile apps, designed to run exclusively on smartphones and tablets.… Read More »Understanding Apps in a Marketing Context

Chapter 6-Understand Your Motivations A champion needs a motivation above and beyond winning. Pat Riley Ability is what you’re capable of doing. Motivation determines what… Read More »Understand Your Motivations

8.2 Types of Training Learning Objective Be able to explain and give examples of the types of training that can be offered within an organization.… Read More »Types of Training

Types of Social Responsibility: Sustainability One type of corporate social responsibility focuses on three key dimensions of sustainability—environmental, social, and economic. LEARNING OBJECTIVES KEY TAKEAWAYS… Read More »Types of Social Responsibility: Sustainability

Types of Social Responsibility: Philanthropy Philanthropic corporate social responsibility involves donating funds, goods, or services. LEARNING OBJECTIVES Describe philanthropy through the lens of corporate social… Read More »Types of Social Responsibility: Philanthropy

Types of Social Media Some of the most popular current forms of social media are social networking websites such as Facebook, which surpassed over one… Read More »Types of Social Media

Types of Service Retailers To some degree, customer service is fundamental to all retail because it supports customer loyalty and contributes to the customer’s overall… Read More »Types of Service Retailers

Types of Selling Team Selling Team selling is a group of people representing the sales department and other areas in a firm, all sharing a… Read More »Types of Selling : Team Selling And Relationship Selling

Types of Retailers LEARNING OBJECTIVES Differentiate between common types of retailers Beyond the distinctions in the products they provide, there are structural differences among retailers… Read More »Types of Retailers

Types of Products Consumer Products A consumer product is any tangible product for sale that is used by a person or household for non-business purposes.… Read More »Types of Products : Consumer Products and Shopping Products

6.3 Types of Pay Systems Learning Objectives Explain types of job evaluation systems and their uses. Be able to define and discuss the types of… Read More »Types of Pay Systems

Media Types and Scheduling Marketers must choose the type of media that best suits their budget and message and then choose the best way to… Read More »types of media and types of scheduling used in advertising campaigns

Types of Marketing Information LEARNING OBJECTIVES Explain the types of insights provided by each type of marketing information Describe how organizations manage marketing information Illuminating… Read More »Types of Marketing Information

Types of Marketing Channels There are basically 4 types of marketing channels: direct selling; selling through intermediaries; dual distribution; and reverse channels. LEARNING OBJECTIVES Define… Read More »Types of Marketing Channels : direct selling| selling through intermediaries| dual distribution

Types of Marketing Careers Jobs in marketing reflect the diverse marketing mix and the array of business tools used to address customer concerns and increase… Read More »Types of Marketing Careers

Types of Internet Advertising Types of Internet advertising include banner, semantic, affiliate, social networking, and mobile. LEARNING OBJECTIVES Give examples of how brands use affiliate… Read More »Types of Internet Advertising

Types of International Business Countertrade Countertrade is a system of exchange in which goods and services are used as payment rather than money. LEARNING OBJECTIVES… Read More »Types of International Business

Types of Direct Marketing Tools There are many different direct marketing tools, including direct mail, telemarketing, couponing, direct response TV and radio, face-to-face selling, community… Read More »Types of Direct Marketing Tools

Types of Consumer-Generated Digital Content Consumer-generated content can be text, images, video or other digital information posted and shared by end-users. LEARNING OBJECTIVES Discuss the… Read More »Types of Consumer-Generated Digital Content

Types of Businesses Primary ownership types of businesses include corporations, cooperatives, LLPs, LLCs, and sole proprietorships. LEARNING OBJECTIVES List the most common ownership types and… Read More »Types of Businesses

Types of Brands Brand Types: individual products, ranges, services, organizations, individuals, groups, events, places, private labels, media, and e-brands. LEARNING OBJECTIVES Name the different categories… Read More »Types of Brands : individual products, ranges, services, organizations, individuals

Types of Advertising Corporate Advertising Advertising designed to win an audience over to a specific point of view is called institutional or corporate advertising. LEARNING… Read More »Types of Advertising

Trends in Social Media Real-time and location-based web are key trends for marketers to understand as they try to develop image, create awareness, and increase… Read More »Trends in Social Media

Training New Employees You have hired who you think is the perfect new addition to your sales floor at your new retail home improvement store. No matter… Read More »Training New Employees

8.3 Training Delivery Methods Learning Objective Explain the types of training delivery methods. Depending on the type of training occurring, you may choose one delivery… Read More »Training Delivery Methods

Chapter 8: Training and Development Training: Not Like It Used to Be Imagine this: You have a pile of work on your desk and as… Read More »Training and Development

Chapter 8-Training and Development Training: Not Like It Used to Be Imagine this: You have a pile of work on your desk and as you… Read More »Training and Development

Trade-Area Analysis and Site Selection Your company is planning a second site for your upscale steakhouse. You have three options available to you. A large… Read More »Trade-Area Analysis and Site Selection

Trade shows and exhibitions Introduction Trade shows and exhibitions are specialist market places that allow exhibitors to promote their products and services, reach new customers… Read More »Trade shows and exhibitions

Trade Promotion Techniques Companies may offer a wide variety of trade promotions to wholesalers, retailers, their own sales teams, and other stakeholder groups with a vested… Read More »Trade Promotion Techniques

Trade and Globalization Countries engage in international trade to focus on producing goods most efficiently and to achieve economies of scale in production. LEARNING OBJECTIVES… Read More »Trade and Globalization

1.3 Today’s HRM Challenges If you were to ask most business owners what their biggest challenges are, they will likely tell you that cost management… Read More »Today’s HRM Challenges

6 Tips to Improve Your eProcurement and Acquisition Process Procurement managers and procurement teams may have their work cut out for them without the right… Read More »Tips to Improve Your eProcurement and Acquisition Process

Once you’ve captured the attention of new customers, you need to keep them engaged until they make their next purchase. Here are 5 tips to keep… Read More »Tips to Create Repeat Customers

10 Tips on How to Negotiate With Wholesalers Being Prepared and Informed Is the Greatest Advantage Negotiation is an age-old practice that is still common… Read More »Tips on How to Negotiate With Wholesalers

2.3 Tips in HRM Planning Learning Objective Explain the aspects needed to create a usable and successful HRM plan. As you have learned from this… Read More »Tips in HRM Planning

8 Tips for Vendor Management Success Vendor management allows you to build a relationship with your suppliers and service providers that will strengthen both businesses.… Read More »Tips for Vendor Management Success

9 Tips for Onboarding Customers By helping your customers understand your products or services, you can enhance their experience with your company. Helping them through… Read More »Tips for Onboarding Customers

10 Tips for Merchant Services Sales Training Want to become a merchant services agent but don’t know the basics of credit card processing sales training?… Read More »Tips for Merchant Services Sales Training

7 tips for a smooth new customer onboarding process customer onboarding process You may have heard that it costs 5-25 times more to gain a… Read More »tips for a smooth new customer onboarding process

Third-Party Sales LEARNING OBJECTIVES Describe common approaches to successful third-party sales Introduction Throughout the channel structure there are a number of points where sales may… Read More »Third-Party Sales

Some of the items in this list can be part of a good review of the census or a GIS review. Some of these need… Read More »Things to Consider When Choosing a Location for Your Business

The “Black Box” of Consumer Behavior LEARNING OBJECTIVES Describe theories of consumer decision-making The relationship between the customer (also called the buyer) and the provider (the seller) forms through… Read More »The “Black Box” of Consumer Behavior

The World Trade Organization (WTO) The WTO was formed in 1995 and has 157 member countries working together to supervise and liberalize international trade. LEARNING… Read More »The World Trade Organization

The Value of Marketing LEARNING OBJECTIVES Explain the benefits consumers derive from marketing activity Explain the benefits companies and organizations derive from marketing activity Explain… Read More »The Value of Marketing

The Ultimate Guide to Customer Acquisition for 2022 Investing in a customer acquisition strategy is critical for you to attract the right leads to your… Read More »The Ultimate Guide to Customer Acquisition

2.4 The Three Threads LEARNING OBJECTIVES Understand that providing customer value can have a tremendous positive impact on a firm’s cash flow. Understand that determining customer… Read More »The Three Threads

11.1 The Supply Chain and a Firm’s Role in It LEARNING OBJECTIVES Understand what is meant by the term supply chain management. Understand the four components of… Read More »The Supply Chain and a Firm’s Role in It

The Spread of New Products The Diffusion of Innovation The diffusion of innovation theory seeks to explain how, why, and at what rate new ideas… Read More »The Spread of New Products : four main elements that influence the spread of new ideas and technologies

5.1 The Selection Process Learning Objective Be able to name and discuss the steps in the selection process. Once you have developed your recruitment plan,… Read More »The Selection Process

The Segmentation Strategy SEGMENTATION Segmentation provides a deep understanding of the market, accounts, and buyers. It helps differentiate your strategy from your competition, prioritize your… Read More »The Segmentation Strategy

Chapter 13 The Search for Efficiency and Effectiveness Carrot Creative Source: Used with permission from Carrot Creative. The small in small business refers only to the number… Read More »The Search for Efficiency and Effectiveness

The Role of the Marketing Plan LEARNING OBJECTIVES Explain the role of a marketing plan as a guiding document for marketing activities The Marketing Plan… Read More »The Role of the Marketing Plan

Can you give a solid definition of Product Marketing? Do you understand exactly how it fits into your company and what sets it apart from Product Management?… Read More »The Role of Product Marketing in Your Startup

The Role of Product Marketing Product marketing is the function of understanding the target customer’s needs, and promoting and selling the product to the target customer.… Read More »The Role of Product Marketing

The Role of Marketing within A Firm The official American Marketing Association definition published in July 2013 defines marketing as “the activity, set of institutions,… Read More »The Role of Marketing within A Firm

The Role of IMC in Guerrilla Marketing As noted above, one telltale sign of guerrilla marketing is the way it blends multiple tactics to create… Read More »The Role of IMC in Guerrilla Marketing

Chapter 1 The Role of Human Resources Human Resource Management Day to Day You have just been hired to work in the human resource department… Read More »The Role of Human Resources

It’s difficult to grow revenue faster than your industry’s growth rate and faster than your competitors. Fulcrum’s Revenue Growth Methodology allows you to accelerate your… Read More »The Revenue Growth Methodology

The Retailing Concept Now that you have a better understanding of the retail marketing strategy and how the retail mix supports the strategy let’s round… Read More »The Retailing Concept

The Retail Mix So how do we take our retail planning strategy and put it into an actionable plan?  Part of the success of any… Read More »The Retail Mix

4.1 The Recruitment Process Learning Objectives Discuss the need for forecasting human resource needs and techniques for forecasting. Be able to explain the steps to… Read More »The Recruitment Process

The Purpose of Public Relations Like advertising, public relations seeks to promote organizations, products, services, and brands. But PR activities also play an important role… Read More »The Purpose of Public Relations

The Purpose of Advertising Advertising has three primary objectives: to inform, to persuade, and to remind. Informative Advertising creates awareness of brands, products, services, and ideas. It… Read More »The Purpose of Advertising

The Purpose and Uses of Direct Marketing The purpose of direct marketing is to reach and appeal directly to individual consumers and to use information… Read More »The Purpose and Uses of Direct Marketing

The Psychology of Pricing LEARNING OBJECTIVES Discuss psychological factors in pricing Introduction You will notice that when we discussed the value equation in the previous reading, we… Read More »The Psychology of Pricing

The Promotion Mix: Marketing Communication Methods The promotion mix refers to how marketers combine a range of marketing communication methods to execute their marketing activities. Different methods of… Read More »The Promotion Mix: Marketing Communication Methods

Promotion Mix The promotion mix is an element of the marketing mix. It includes advertising, public relations, personal sales, and sales promotion. Mediums used for… Read More »The promotion mix is an element of the marketing mix

The Promotion Mix Advertising Advertising communicates a message to a targeted audience and generates feedback in the form of a sale or other action taken… Read More »The Promotion Mix

Introduction to the Positioning Process What you’ll learn to do: explain the process of selecting a positioning and differentiation strategy Positioning and differentiation are powerful tools… Read More »the process of selecting a positioning and differentiation strategy

Chapter 10 The Presentation: The Power of Solving Problems Video Ride-Along with Paul Blake, Vice President of Sales at Greater Media Philadelphia You met Paul… Read More »The Presentation: The Power of Solving Problems

Chapter 8 The Preapproach: The Power of Preparation Video Ride-Along with Tonya Murphy, General Sales Manager at Radio Station WBEN-FM You met Tonya Murphy in Chapter… Read More »The Preapproach: The Power of Preparation

Chapter 1 The Power to Get What You Want in Life Welcome to The Power of Selling Video Ride-Alongs Do you want to be successful in sales… Read More »The Power to Get What You Want in Life

Chapter 2 –The Power to Choose Your Path: Careers in Sales Video Ride-Along with Paul Blake, Vice President of Sales at Greater Media Philadelphia Meet… Read More »The Power to Choose Your Path: Careers in Sales

Chapter 14 The Power of Learning the Ropes Video Ride-Along with Priya Masih, Sales Representative at Lupin Pharmaceuticals Meet Priya Masih. Priya has been in… Read More »The Power of Learning the Ropes

Chapter 5-The Power of Effective Communication Video Ride-Along with Andrew Sykes, Pharmaceutical Sales Specialist at AstraZeneca Meet Andrew Sykes. He is a pharmaceutical sales specialist… Read More »The Power of Effective Communication

Chapter 3-The Power of Building Relationships: Putting Adaptive Selling to Work Video Ride-Along with Tonya Murphy, General Sales Manager at Radio Station WBEN-FM Meet Tonya… Read More »The Power of Building Relationships: Putting Adaptive Selling to Work

The Positioning Process LEARNING OBJECTIVES Explain the concept of competitive advantage and how it relates to positioning strategy Differentiate between product features and benefits Explain… Read More »The Positioning Process

The Personal Selling Process Generating Needs Prospecting starts with defining a narrow target market, identifying the customer’s wants, and then offering custom solutions. LEARNING OBJECTIVES… Read More »The Personal Selling Process

The Organizational Buying Process LEARNING OBJECTIVES Explain the B2B purchasing decision process Making B2B Buying Decisions The organizational buying process contains eight stages, which are… Read More »The Organizational Buying Process

The basic objectives of all marketing communication methods are (1) to communicate, (2) to compete, and (3) to convince. In order to be effective, organizations… Read More »The Objectives of Marketing Communication

8.1 The Need for a Marketing Plan LEARNING OBJECTIVES Understand why a small business should have a marketing plan. Understand the implications of not having a… Read More »The Need for a Marketing Plan

The Mission Statement LEARNING OBJECTIVES Describe how to align mission, strategy, and objectives Explain the role of marketing strategy in corporate strategy A Mission Statement Explains… Read More »The Mission Statement

7.2 The Marketing Strategy Process LEARNING OBJECTIVES Describe the marketing strategy process. Explain why segmentation, target market, differentiation, positioning, and website decisions are so important for… Read More »The Marketing Strategy Process

The Marketing Research Process LEARNING OBJECTIVES Identify the steps of conducting a marketing research project A Standard Approach to Research Inquiries Marketing research is a… Read More »The Marketing Research Process

Chapter 8-The Marketing Plan The New Britain Rock Cats Source: Reprinted with permission from the New Britain Rock Cats official website: http://web.minorleaguebaseball.com/index.jsp?sid=t538. The New Britain Rock… Read More »The Marketing Plan

8.2 The Marketing Plan LEARNING OBJECTIVE Understand the components of a marketing plan. Although there is no universally accepted format for a marketing plan, the requirements… Read More »The Marketing Plan

The Marketing Mix in the Digital Age The Internet has changed the way business is done in the current world. Consequently, the variables of marketing… Read More »The Marketing Mix in the Digital Age

The Marketing Mix in Social Media User-generated content, one of the key features of social media websites, provides a direct communication channel between buyers and… Read More »The Marketing Mix in Social Media

The Marketing Mix As you can see from the list of responsibilities, the product marketing function is not confined to only one aspect of the marketing mix.… Read More »The Marketing Mix

The Marketing Exchange The act of obtaining a desired object from someone by offering something of value in return is called the exchange process. LEARNING… Read More »The Marketing Exchange

The Dynamic Environment Since the business environment is constantly changing and customer preferences keep evolving, marketers are required to adapt rapidly. LEARNING OBJECTIVES Contrast the… Read More »The Marketing Environment

The Marketing Environment Scanning and Analysis Environmental scanning is one technique used by organizations to monitor the environment. LEARNING OBJECTIVES Describe how environmental scanning helps… Read More »The Marketing Environment

The Market Research Process Defining Objectives and Formulating Problems Defining the problem and research objectives is the first step involved in the marketing research process.… Read More »The Market Research Process

4.2 The Law and Recruitment Learning Objective Explain the Immigration Reform and Control Act (IRCA), Patriot Act, and equal employment opportunity (EEO) laws and how… Read More »The Law and Recruitment

The Key to Effective Direct Marketing The effectiveness of direct marketing activity depends on marketers using databases to capture the information of target customers and… Read More »The Key to Effective Direct Marketing

The Customer Evaluation Process What you’ll learn to do: explain the key components of the customer evaluation process Customers are constantly deciding what to buy… Read More »the key components of the customer evaluation process

Chapter 11- The Internet and Social Media Cleaning Up Your Online Act Figure 11.1 It used to be that applying for a job was fairly… Read More »The Internet and Social Media

The Influence of Supply and Demand on Price Changes in either supply or demand will move the market clearing point and change the market price… Read More »The Influence of Supply and Demand on Price

The Importance of Services The Service Economy The world economy is evolving into a service-driven economy as reliance on value-based service increases. LEARNING OBJECTIVE Define… Read More »The Importance of Services Marketing

The Importance of Price to Marketers Since pricing has a direct impact on a company’s revenue, and thus profit, setting the right price is essential… Read More »The Importance of Price to Marketers

The Importance of Marketing Information and Research LEARNING OBJECTIVES Define marketing information Explain why organizations use marketing information to provide customer insights Fresh Customer Insights… Read More »The Importance of Marketing Information and Research

The Importance of Marketing Societal Role and Nonprofits Non-profit marketing focuses on goals in education, youth development, environmental protection, healthcare, poverty and spirituality. LEARNING OBJECTIVES… Read More »The Importance of Marketing

The Importance of Market Segmentation Segmentation splits buyers into groups with similar needs and wants to best utilize a firm’s finite resources through buyer based… Read More »The Importance of Market Segmentation

7.1 The Importance of a Marketing Strategy LEARNING OBJECTIVES Understand how marketing for small businesses differs from marketing for big businesses. Understand the most significant risk… Read More »The Importance of a Marketing Strategy

The Growing Importance of Word of Mouth Because of the increased role of sharing – or online “word of mouth” – the way many products… Read More »The Growing Importance of Word of Mouth

The Gap Model of Service Quality What you’ll learn to do: Discuss the gap model of service quality In the London Underground, “Mind the Gap” signage… Read More »The Gap Model of Service Quality

Chapter 16- The Future of Mass Media The Tablet Computer: A New Digital Age? Does the tablet computer represent the future of media? Tech-savvy consumers… Read More »The Future of Mass Media

The Evolution of Retail What you’ll learn to do: Analyze the evolution of the retail industry Since its birth, modern retail  has significantly changed over time.… Read More »The Evolution of Retail

Chapter 10 – The Entrepreneurial Environment Entrepreneurs adopt the ways of the adept and adapt to a changing environment. Actually, entrepreneurs are more entrepreneurs, because… Read More »The Entrepreneurial Environment

Introduction to Elements of Brand What you’ll learn to do: describe the elements of brand and how brands add value to an organization’s products and services… Read More »the elements of brand and how brands add value to an organization’s products and services

The Development of Value-Driven Firms The values of an organization are just as important as the products they sell; having a strong value driven culture… Read More »The Development of Value-Driven Firms

The Customer Onboarding Process in 6 Steps The Customer Onboarding Process in 6 Steps In a world where your customers have potentially hundreds of other… Read More »The Customer Onboarding Process

The Customer Evaluation Process What you’ll learn to do: explain the key components of the customer evaluation process Customers are constantly deciding what to buy… Read More »The Customer Evaluation Process

The Customer Decision-Making Process What you’ll learn to do: Explain the consumer decision-making process No matter how similar consumers might appear to be, they are rarely… Read More »The Customer Decision-Making Process

6.2 The Customer LEARNING OBJECTIVES Explain the difference between a customer and a consumer. Understand the relationship between the customer/consumer and the marketing mix. Define the… Read More »The Customer

7.1 The Costs of Turnover Learning Objectives Be able identify the difference between direct and indirect turnover costs. Describe some of the reasons why employees… Read More »The Costs of Turnover

The Consumer Decision Process Need Recognition Need recognition occurs when a consumer identifies a need and thinks of a product that might meet this need.… Read More »The Consumer Decision Process

Introduction: Hey there, fellow marketers and business owners! Today, we’re diving headfirst into the exciting world of brand promotions. Whether you’re a seasoned pro or… Read More »The Complete Guide to Brand Promotions: Planning, Budgeting, and Implementation

The Challenge of Monitoring Ethics in B2B Marketing Imagine that Banana Republic, the retail clothing store, wants to launch a new promotion with a significant… Read More »The Challenge of Monitoring Ethics in B2B Marketing

The Business Plan Consolidated Industries’ Hammer Forge Source: Used with permission from Consolidated Industries. Consolidated Industries represents one of the thousands of small manufacturers that… Read More »The Business Plan

The Business Buying Decision Process Decision-Making Units The group of individuals responsible for making a buying decision in a B2B context are labelled the decision… Read More »The Business Buying Decision Process

Are you a small or medium-sized business in Mumbai looking to boost your marketing and sales efforts? Look no further than Fulcrum, the best field… Read More »The Best FieldWork Marketing Agency in Mumbai

The Benefits of Door to Door Marketing for FMCG Products in India In a highly competitive market like India, it’s essential for brands to find… Read More »The Benefits of Door to Door Marketing for FMCG Products in India

11.3 The Benefits and the Risks of Participating in a Supply Chain LEARNING OBJECTIVES Understand the major benefits to be derived from adopting a supply chain… Read More »The Benefits and the Risks of Participating in a Supply Chain

Chapter 9 The Approach: The Power of Connecting Video Ride-Along with Tonya Murphy, General Sales Manager at Radio Station WBEN-FM You heard Tonya Murphy talk… Read More »The Approach: The Power of Connecting

The Advertising Campaign Identifying Product Benefits Identifying product benefits involves finding out what the customer really wants and needs, not just listing a variety of… Read More »The Advertising Campaign : product benefits in advertising campaigns

The Advanced Guide to Customer Onboarding   Learn More About Smartsheet for Customer Onboarding While the term ‘customer onboarding’ sounds like a separate part of… Read More »The Advanced Guide to Customer Onboarding

The 3-Step Sales Strategy STEP 1: SALES PLANNING The planning step helps you develop sales and data plans that will allow the organization to make… Read More »The 3-Step Sales Strategy

5.4 Testing and Selecting Learning Objectives Explain the types of tests that can be administered as part of the selection process. Be able to discuss… Read More »Testing and Selecting

Test Marketing Test marketing is the final stage before commercialization, and is where all the elements of the marketing plan are tested. LEARNING OBJECTIVES Discuss… Read More »Test Marketing : The stage where all the variables in the marketing plan

Terms Used to Describe Price Depending on whether they are describing a good or a service and the product’s industry, people may use terms other… Read More »Terms Used to Describe Price

Ten top tips for starting a retail business To build a successful retail start-up you’ll need to develop a good set of business skills including:… Read More »Ten top tips for starting a retail business

Telltale Signs of Guerrilla Marketing Guerrilla marketing campaigns can be very diverse in their approach and tactics. So what do they have in common? Guerrilla… Read More »Telltale Signs of Guerrilla Marketing

Chapter 9- Television Rethinking Content Delivery In November 2007, more than 12,000 film, television, and radio writers working in the United States went on strike… Read More »Television

Helping customers find your website Plan to set up an online shop Create an online shop Telemarketing Telemarketing planning Telemarketing methods for targeting customers Targeting… Read More »Telemarketing planning

Technology to Assist Market Research Marketing Information Systems A marketing information system (MIS) is a management information system designed to support marketing decision making. LEARNING… Read More »Technology to Assist Market Research

Technology Impact of Technology on Marketing Technology, particularly the availability of big data coupled with a wide variety of digital marketing channels, offers substantial opportunity… Read More »Technology : Impact of Technology on Marketing

Brand Positioning and Alignment LEARNING OBJECTIVES Explain the concept of brand positioning Discuss common techniques that marketers use to achieve strong brand positioning and alignment… Read More »techniques that marketers use to achieve strong brand positioning and alignment

Targeting Strategies and the Marketing Mix LEARNING OBJECTIVES Explain how targeting influences each element of the marketing mix Using the Marketing Mix to Reach Target Segments Once… Read More »Targeting Strategies and the Marketing Mix

Targeting Consumers Where They Spend Time The World Wide Web has become a key commercial center, and thus, an increasingly important place where companies target… Read More »Targeting Consumers Where They Spend Time

Target Market Techniques Effective customer analysis includes work around how the firm will position itself as uniquely differentiated from others within the competitive set, so… Read More »Target Market Techniques

Target Market Techniques Effective customer analysis includes work around how the firm will position itself as uniquely differentiated from others within the competitive set, so… Read More »Target Market Techniques

Target Market Characteristics The different characteristics of a target market are geographic, demographic, psychographic, behavioral, and product related. LEARNING OBJECTIVES Differentiate between different target market… Read More »Target Market Characteristics

Site Map

Tactical Decisions Earlier, we introduced the concept of tactical planning. Tactical plans are the short-term actions the firm takes to affect the controllable elements of… Read More »Tactical Decisions

SWOT Analysis LEARNING OBJECTIVES Conduct a SWOT analysis and describe how it informs the organization’s marketing strategy A situation analysis is often referred to by… Read More »SWOT analysis and describe how it informs the organization’s marketing strategy

Supply Chains Remember your favorite retailer we discussed at the beginning of this course.  Have you wondered how the product is made and just how… Read More »Supply Chains

Chapter 11-Supply Chain Management: You Better Get It Right R. W. Hine Source: Used with permission from R. W. Hine. No business—small, midsize, or large—survives… Read More »Supply Chain Management: You Better Get It Right

Supply Chain and Marketing Channels The supply chain and marketing channels can be differentiated in the following ways: The supply chain is broader than marketing… Read More »Supply Chain and Marketing Channels

Supply Chain and Channel Strategy LEARNING OBJECTIVES Explain the impact of the supply chain on the distribution strategy Let’s look at an example in which the… Read More »Supply Chain and Channel Strategy

Supplier and Retailer Coordination Vendors and retailers can coordinate their efforts in several ways. They can coordinate in planning sales and inventory levels, as well… Read More »Supplier and Retailer Coordination

Foundations for Successful Sales What is Sales? — Understanding the Sales Process — Understanding the Sales Cycle Value of Product Knowledge Useful Skills to Have in Sales… Read More »Successful Sales

Successful Planning However, just making a marketing plan won’t necessarily capture the above advantages. In order for the marketing plan to be effective, certain criteria… Read More »Successful Marketing Planning

Chapter 9-Successful Employee Communication The Biggest Challenge Casey is seated at his desk reviewing his human resource strategic plan when Lily walks in, obviously upset.… Read More »Successful Employee Communication

Streamlining Distribution Streamlining distribution involves the planning and efficient use of supply chain resources and may involve working with intermediaries. LEARNING OBJECTIVES Describe the different… Read More »Streamlining Distribution : planning and efficient use of supply chain resources

Strategy is the foundation on which success and superior performance are built. We will help you to identify outstanding future possibilities, critically assess current capabilities,… Read More »Strategy Development & Execution

Strategy and Tactics LEARNING OBJECTIVES Define strategy, tactics, and objectives A strategy is a directed course of action to achieve an intended set of goals.[1]  A… Read More »Strategy and Tactics

Strategy and Objectives LEARNING OBJECTIVES Define strategy, tactics, and objectives Describe how to align mission, strategy, and objectives Explain the role of marketing strategy in corporate… Read More »Strategy and Objectives: role of marketing strategy in corporate strategy

10 strategies to increase sales in Supermarket/Retail Grocery Store More customers – good sales and more happy customers – better sales. In today’s competitive world,… Read More »strategies to increase sales in Supermarket/Retail Grocery Store

Strategic Views Ansoff Opportunity Matrix The Ansoff Opportunity Matrix describes a company’s possible growth opportunities with current as well as new markets and products. LEARNING… Read More »Strategic Views

Selecting Marketing Channels Strategic selection of marketing channels can impact an organization’s brand, profitability, and overall scale of operations for a given line of products… Read More »Strategic selection of marketing channels

Why It Matters: Strategic Retail Planning and Management “You can’t be all things to all people.” -Michael Porter This is an absolute truth and particularly… Read More »Strategic Retail Planning and Management

Strategic Retail Planning and Management Indeed, you can’t be all things to all people. As you’ve read, finite budgets force firms to prioritize and focus.… Read More »Strategic Retail Planning and Management

Strategic Planning in Retail Management What you’ll learn to do: Explain the concept of strategic planning within the retail management decision process Even the best laid… Read More »Strategic Planning in Retail Management

Strategic Planning in Retail In most organizations, “strategic planning” is an annual process, typically covering just the year ahead. Occasionally, organizations may look at a… Read More »Strategic Planning in Retail

Strategic Planning in Retail What you’ll learn to do: Explain the importance of strategic planning to retailers Strategic planning is the formal process firms (should)… Read More »Strategic Planning in Retail

Introduction Every company designs strategic plans to achieve their set objectives and goals. These plans can be short, medium, or long-term, according to the size… Read More »Strategic Marketing Plan

Chapter 8 – Strategic Entrepreneurship However beautiful the strategy, you should occasionally look at the results. – Winston Churchill Strategy is about making choices, trade-offs;… Read More »Strategic Entrepreneurship

Strategic Business Units A strategic business unit is a semi-autonomous corporate unit that focuses on a product offering and market segment. LEARNING OBJECTIVES Diagram the… Read More »Strategic Business Units

Store-Based Strategy Mixes What you’ll learn to do: Discuss store-based strategy mixes Retailers target specific consumers and shopping occasions. Think about consumers on their commute home from… Read More »Store-Based Strategy Mixes

Store Layout Designs Each store layout has its pros and cons, and each layout provides a retailer with some ways to influence traffic flow. Here… Read More »Store Layout Designs

Design and Costs If a store layout can drive sales, it can also help you control your costs. Let’s take a look at a couple… Read More »Store Layout Design and Costs

Store Layout What you’ll learn to do: Explain the value of a thoughtful store layout A retailer measures so many things: the average ticket sale for… Read More »Store Layout

Store Interior Design A retailer’s store layout isn’t the only thing that informs the shopper of the kind of experience he or she is about… Read More »Store Interior Design

Store Design What you’ll learn to do: Identify the key objectives of good store design As a store owner, it would be great if you could… Read More »Store Design: Identify the key objectives of good store design

8.1 Steps to Take in Training an Employee Learning Objective Explain the four steps involved when training an employee. Any effective company has training in… Read More »Steps to Take in Training an Employee

5 Steps to Improve Your Onboarding Process Improve Your Onboarding Process When you want to improve your onboarding process, it can be daunting; especially if… Read More »Steps to Improve Your Onboarding Process

5 Steps to Improve Your Employee Onboarding Process How you onboard new hires can mean the difference between a productive, engaged workforce and (time and… Read More »Steps to Improve Your Employee Onboarding Process

7 steps to improve the onboarding process for new hires While recruiting and onboarding are two separate processes, combining them can create a better experience… Read More »steps to improve the onboarding process for new hires

Steps to Creating a Marketing Plan Defining the Vision An organizational vision should be made up of two fundamental components: a core ideology and an… Read More »Steps to Creating a Marketing Plan

Steps Required to Forecast Steps of forecast include problem definition, cash flow forecast, profit forecast, balance sheet forecast and profit determination. LEARNING OBJECTIVES Describe the… Read More »Steps Required to Forecast

Steps of Human Resource Management Human resource management must take various steps in order to properly execute their jobs in building a productive workforce for… Read More »Steps of Human Resource Management

Creating a Strategic Plan What you’ll learn to do: Describe step-by-step how retailers create a strategic plan Strategic planning helps retailers make decisions around growth opportunities,… Read More »step-by-step how retailers create a strategic plan

The 3-Step Product Strategy   STEP 1: PRODUCT PLANNING Focus is where you define the market segments that are most attractive to pursue. With the… Read More »Step Product Strategy

The 5-Step Pricing Strategy STEP 1: SEGMENTATION When you plan your pricing strategy, you accomplish three objectives. First, you focus on markets where you can develop… Read More »Step Pricing Strategy

The 3-Step Marketing Strategy STEP 1: MARKETING PLANNING In the marketing planning step, your company will develop brand, campaign, budget and data plans that will… Read More »Step Marketing Strategy

The 3-Step Go-To-Market Strategy STEP 1: MARKET & COMPETITIVE INTELLIGENCE Phase 1: Needs Definition Outline the goals and objectives of the Market & Competitive Intelligence… Read More »Step Go-To-Market Strategy

The 4-Step Customer Success (CS) Strategy STEP 1: CUSTOMER SUCCESS PLANNING   Whether you are standing up a Customer Success team or leading an existing… Read More »Step Customer Success (CS) Strategy

The 3-Step Customer Experience  Strategy STEP 1: Customer Experience PLANNING Develop a deep understanding of your customers, their expectations, and how they interact with your… Read More »Step Customer Experience Strategy

Integrated Marketing Communications Setting Goals The ultimate goal of IMC is to unite all aspects of marketing communications so they work together seamlessly and harmoniously.… Read More »State the most common goals of integrated marketing communications campaigns

Starting Supermarket – Profitable Business Plan With Investment & License Required supermarket business plan Retailing has become the latest trend now and this should possibly… Read More »Starting Supermarket Business

Start a retail business Introduction There are many different forms of retail business, but some core principles are common to most. Retailing at its most… Read More »Start a Retail Business

Set Up A Pop Up Shop Start A Retail Business Ten Top Tips For Starting A Retail Business Where To Set Up Your Retail Business… Read More »Start a Retail Business

Stages of the Product Life Cycle LEARNING OBJECTIVES Identify the stages of the product life cycle A company has to be good at both developing… Read More »Stages of the Product Life Cycle

Stages of Business Buying Understanding the stages of business buying is important to a marketing firm if it is to market its product properly. LEARNING… Read More »Stages of Business Buying

Stages in the Product Life Cycle There are four stages in the product life cycle: introduction, growth, maturity, and decline. LEARNING OBJECTIVES Examine the various… Read More »Stages in the Product Life Cycle

14.2 Staffing Internationally Learning Objectives Be able to explain the three staffing strategies for international businesses and the advantages and disadvantages for each. Explain the… Read More »Staffing Internationally

Specific Pricing Strategies New Product Pricing With a new product, competition does not exist or is minimal, hence the general pricing strategies depend on different… Read More »Specific Pricing Strategies

Specialty Products Specialty goods are those considered unique by the buyer, who will go to great lengths to get them. LEARNING OBJECTIVES Illustrate the characteristics… Read More »Specialty Products

Sourcing Decisions Sourcing is simply the process of finding goods or services, but it is not a simple matter.  Retailers share the same issues and… Read More »Sourcing Decisions : retailers when buying merchandise

2.3 Sources of Business Ideas LEARNING OBJECTIVES Understand that creativity and innovation are critical for small businesses. Realize that innovation need not be limited to the… Read More »Sources of Business Ideas

Social Responsibility Initiatives LEARNING OBJECTIVES Identify examples of social responsibility that create value for customers Explain the impact of social responsibility on marketing results The… Read More »Social Responsibility Initiatives

Social Responsibility in the Marketing Strategy LEARNING OBJECTIVES Identify examples of social responsibility that create value for customers Explain the impact of social responsibility on… Read More »Social Responsibility in the Marketing Strategy

Social Responsibility Audits Social responsibility audits are a process of evaluating a corporation’s social responsibility performance. LEARNING OBJECTIVES Apply the general concept of auditing to… Read More »Social Responsibility Audits

  Ten tips for using social media Social media Plan Social media business opportunities and challenges Develop a social media strategy Social media best practice… Read More »Social media Plan

Social Media Marketing Communications Social media serves as a cost-effective communication channel for promoting brands to target audiences. LEARNING OBJECTIVES Discuss how social media increases… Read More »Social Media Marketing Communications

Social Media Marketing Social media marketing is the use of online applications, networks, blogs, wikis, and other collaborative media for communicating brand messaging, conducting marketing,… Read More »Social Media Marketing

Social Media and Technology Trends Online Consumer Behavior Web advertisers study online behavior and use the results to increase the effectiveness of their campaigns. LEARNING… Read More »Social Media and Technology Trends

Social Media and Retail Social Media can be a powerful element of the IMC Mix for three (3) important reasons: Consumers opt-in to engage with… Read More »Social Media and Retail

Social Media Social media as a marketing tool is versatile, far-reaching, fast, inexpensive, fosters brand awareness, and can improve customer service. LEARNING OBJECTIVES Illustrate how… Read More »Social Media

Social Marketing Social marketing is the systematic application of marketing to achieve specific behavioral goals for a social good. LEARNING OBJECTIVES Define the concept of… Read More »Social Marketing

Social Influences on the Consumer Decision Process Roles Consumers have different roles in purchasing products and services, and these roles can influence their buying behavior.… Read More »Social Influences on the Consumer Decision Process

Social Factors LEARNING OBJECTIVES Describe social factors that influence what and when consumers buy People Influencing People Social factors represent another important set of influences… Read More »social factors that influence what and when consumers buy

Social Behavior of Consumers Understanding consumers’ social behavior online and offline is essential to developing viable marketing communications strategies. LEARNING OBJECTIVES Describe how social media… Read More »Social Behavior of Consumers

Small Business Supply Chain: Vendor Managed Inventory (VMI) In VMI a vendor takes responsibility for maintaining an agreed inventory Inventory Optimization ••• Vendor Managed Inventory… Read More »Small Business Supply Chain: Vendor Managed Inventory

Chapter 1: Foundations for Small Business Chapter Introduction Small Business in the US Economy Success and Failure in Small Businesses Evolution Ethics The Three Threads… Read More »Small Business Management

    Introduction to Business What Is a Business? The Business Environment Trends in American Business Introduction to Entrepreneurship Learning Business Topics Economics and Business… Read More »Small Business and Entrepreneurship

Skills of a Retail Manager Robert Katz identifies three critical skill sets for successful management professionals: technical skills, interpersonal (or human) skills, and conceptual skills.… Read More »Skills of a Retail Manager

1.2 Skills Needed for HRM Learning Objectives Explain the professional and personal skills needed to be successful in HRM. Be able to define human resource… Read More »Skills Needed for HRM

Six tips for exhibiting at trade shows Exhibiting at a trade show can help you generate new leads and build business relationships. There can be… Read More »Six tips for exhibiting at trade shows

SIVA: Solution, Incentive/Information, Value, and Access A formal approach to customer-focused marketing is known as S.I.V.A. (Solution, Information, Value, Access). LEARNING OBJECTIVES Describe S.I.V.A. model… Read More »SIVA: Solution, Incentive/Information, Value, and Access

SIVA: Solution, Incentive/Information, Value, and Access Customer-focused marketing is known as SIVA which provides a demand-centric alternative to the four P’s supply side of marketing… Read More »SIVA: Solution, Incentive Information, Value, and Access

Situational Factors LEARNING OBJECTIVES Describe situational factors that influence what and when consumers buy Buying Task The buying task refers to the consumer’s approach to… Read More »situational factors that influence what and when consumers buy

Single Channel, Multi-Channel, and Omni-Channel Retailing What you’ll learn to do: Compare and contrast single channel, multi-channel, and omnichannel retailing Technology has enabled consumers to search… Read More »Single Channel, Multi-Channel, and Omni-Channel Retailing

Simulation: Ice Cream Magnate Try It Now that you’ve learned about the marketing mix and how it works, it’s time to give it a try… Read More »Simulation: Ice Cream Magnate

Short and Long-Run Objectives Earlier, you read that a firm might pursue any number of objectives for any number of reasons. Of course, we cautioned… Read More »Short and Long-Run Objectives

Shopping Products Convenience goods are those that require little effort on the part of the buyer, while shopping goods require research and comparison. LEARNING OBJECTIVES… Read More »Shopping Products

Seven common methods of marketing communication are described below: Advertising: Any paid form of presenting ideas, goods, or services by an identified sponsor. Historically, advertising messages… Read More »Seven common methods of marketing communication

Set up a pop-up shop Introduction Pop-up shops are temporary retail spaces. This short-term approach to running a business can be used for: product promotion… Read More »Set up a pop-up shop

Set S.M.A.R.T. Goals After determining campaign objectives, marketers should set specific goals for their IMC programs using S.M.A.R.T. criteria aligned with the marketing strategy. S.M.A.R.T.… Read More »Set S.M.A.R.T. Goals

Services as Products Services represent an integral part of many products and the correlation of goods and services is represented on a goods-services continuum. LEARNING… Read More »Services as Products

Service Quality Perceptions Post-Purchase Behavior Post-purchase behavior is when the customer assesses whether he is satisfied or dissatisfied with a purchase. Post-purchase behavior is the… Read More »Service Quality Perceptions

Service Quality Customer Feedback Successful businesses work proactively to obtain information from their customers to ensure they are meeting their needs. LEARNING OBJECTIVES Summarize the… Read More »Service Quality

Service Marketing Mix Extended Marketing Mix Introduction In this article we discuss how the marketing mix for marketing a service is different to selling a… Read More »Service Marketing Mix

Service Marketing Management and Metrics Service marketing management oversees the implementation of marketing programs, while metrics measure their effectiveness and performance. LEARNING OBJECTIVE Explain how… Read More »Service Marketing Management and Metrics

Service and Merchandise Retailers What you’ll learn to do: Compare and contrast service and merchandise retailers For many retailers, it is difficult to differentiate themselves because… Read More »Service and Merchandise Retailers

Selling Roles Proactive Representatives Proactive representatives tend to fall in to one of two main categories: Hunters and Farmers. LEARNING OBJECTIVES Compare and contrast sales… Read More »Selling Roles

Chapter 5: Selection The Interview Many of us have or will sit in a waiting room with our best clothes on awaiting a job (or… Read More »Selection

Chapter 5-Selection The Interview Many of us have or will sit in a waiting room with our best clothes on awaiting a job (or school)… Read More »Selection

Selecting the Promotion Mix for a Particular Product Promotional Objectives There are three main promotional objectives: inform the market, increase demand, and differentiate a product.… Read More »Selecting the Promotion Mix for a Particular Product

Selecting a Store Location What you’ll learn to do: Explain the significance of selecting a store location Your stores location will ultimately influence the consumers view… Read More »Selecting a Store Location

Select Marketing Communication Methods As marketers consider marketing communication methods, several factors shape their choices: Budget: What is the budget for the marketing campaign, and what… Read More »Select Marketing Communication Methods

Segmentation for B2B B2B firms will segment their customers differently, due to different buying habits and procedures between businesses and end-users. LEARNING OBJECTIVES Analyze B2B… Read More »Segmentation for B2B marketing

Segmentation Criteria and Approaches LEARNING OBJECTIVES Describe common segmentation approaches Common Approaches to Market Segmentation Segmentation starts by identifying all the potential buyers for your product:… Read More »Segmentation Criteria and Common Approaches to Market Segmentation

7.3 Segmentation and the Target Market LEARNING OBJECTIVES Explain segmentation and the target market. Explain why segmentation, the target market, differentiation, positioning, and website decisions are… Read More »Segmentation and the Target Market

Chapter 6-Segment, Target, and Position Your Audience: SS+K Identifies the Most Valuable News Consumer Figure 6.1 Nine Months to Launch! Good advertising is all about hitting… Read More »Segment, Target, and Position Your Audience

Secondary Marketing Research LEARNING OBJECTIVES Describe secondary market research and the types of insights it produces Tapping Existing Sources of Information Before diving into primary… Read More »Secondary Marketing Research

Seasonality and Cash Flow Seasonality refers to an imbalance in the timing of sales revenue for a given class of merchandise. To simplify this, think… Read More »Seasonality and Cash Flow

Search-Engine Optimization and Content Marketing Search-engine optimization (SEO) is the process of using Internet search engines, such as Google, Bing, and Yahoo, to gain notice,… Read More »Search-Engine Optimization and Content Marketing

Scrambled Merchandising Scrambled merchandising refers to a retail tactic in which a retailer broadens their assortment to include items that are generally outside their focus… Read More »Scrambled Merchandising

Sampling A free sample is a portion of a product given to consumers at no cost for their trial with the aim of driving product… Read More »Sampling : What is Sampling

SAMPLE MARKETING PLAN: THE BOULDER STOP SPORTS MARKETING EVENT CONTENTS Executive Summary Company Profile Market Segmentation & Targeting Situation and Company Analysis Ethics and Social… Read More »SAMPLE MARKETING PLAN

Sales Training In general, training provides many diverse benefits both to the company as well as to the salesperson. LEARNING OBJECTIVES KEY TAKEAWAYS Key Points… Read More »Sales Training

Sales Promotions: Getting Action Now Sales promotions are a marketing communication tool for stimulating revenue or providing incentives or extra value to distributers, sales staff, or… Read More »Sales Promotions: Getting Action Now

Sales Promotions in Retail The variety of sales promotions in retail is limited by only the creativity of the marketer. That’s to say, if you… Read More »Sales Promotions in Retail

Sales Promotions Getting Action Now Sales promotions are a marketing communication tool for stimulating revenue or providing incentives or extra value to distributers, sales staff,… Read More »Sales Promotions

Sales Promotions LEARNING OBJECTIVES Explain sales promotions Sales Promotions: Getting Action Now Sales promotions are a marketing communication tool for stimulating revenue or providing incentives or… Read More »Sales Promotions

Which sales promotion strategies really work for marketers? Start with these. The competition for customer attention is hotter than ever. Eighty-four percent of marketers surveyed… Read More »Sales Promotion Tips for Marketing Success

Even when a business steadily brings in sales and secures deals, there are times when marketers will want to stimulate demand and boost sales of… Read More »sales promotion examples to close more deals and set your sales team up for success

Sales Promotion Sales Promotion stimulates market demand, product availability and coordinates public selling, advertising and public relations. LEARNING OBJECTIVES Explain how sales promotion is used… Read More »Sales Promotion

Sales Promotion Objectives of a Sales Promotion The objectives of a sales promotion are to increase consumer demand, stimulate market demand, and improve product availability.… Read More »Sales Promotion

Sales Presentation A well-prepared sales presentation will engage prospects with relevant information and entice them to make a purchase commitment. LEARNING OBJECTIVES Describe the characteristics… Read More »Sales Presentation

Select a commercial agent Sales meeting checklist Sales follow-up and relationship building Sales follow-up and relationship building Negotiate and close the sale Market and sell… Read More »sales plan

Sales Performance Improvement Achieving Top Line Growth depends on excelling at the numerous components that make up successful sales execution. It requires the full support… Read More »Sales Performance Improvement

1. Administrative sales manager: Administrative sales managers are found normally in highly integrated sales organisations selling multiple lines of products in national and international markets. He… Read More »Sales Manager Types: 9 Types of Sales Manager

Sales and Information Systems Given the definition of a supply chain and some brief examples, one can imagine how difficult it must be to manage… Read More »Sales and Information Systems

Chapter 13: Safety and Health at Work Training for Safety As the HR manager of a large construction company, your workers’ health and safety is… Read More »Safety and Health at Work

Chapter 13-Safety and Health at Work Training for Safety As the HR manager of a large construction company, your workers’ health and safety is of… Read More »Safety and Health at Work

Role of the Web to Retailers Let’s think again about your own shopping behavior. What was the last thing you bought online? Why did you… Read More »Role of the Web to Retailers

Service Outputs LEARNING OBJECTIVES Explain the role of service outputs in the distribution strategy As with each element of the marketing mix, different segments of customers… Read More »role of service outputs in the distribution strategy

If I’ve learned one thing after spending almost a decade in product marketing at more than a handful of companies, it’s that it looks a… Read More »Role of Product Marketing

Introduction to Packaging What you’ll learn to do: discuss the role of packaging in the brand-building process Imagine yourself standing in the aisle of a… Read More »role of packaging in the brand-building process

Role of New Products in the Portfolio New products bring greater risk to the product portfolio but also greater potential reward. The goal of portfolio… Read More »Role of New Products in the Portfolio

The Role of Intermediaries LEARNING OBJECTIVES Explain the role of intermediaries such as wholesalers in the distribution channel Introduction While the retail channel is most… Read More »role of intermediaries such as wholesalers in the distribution channel

Introduction to the Role of the Marketing Plan What you’ll learn to do: explain the role of a marketing plan as a guiding document for… Read More »role of a marketing plan as a guiding document for marketing activities

Risks of Brand/Line Extension Zippo Perfume. Brand extension, or dilution? While there can be significant benefits to brand-extension strategies, there can also be significant risks,… Read More »Risks of Brand/Line Extension

Rewards and Compensation Plans You have a bunch of great employees at your business, and you would love to compensate them for all of their hard work… Read More »Rewards and Compensation Plans

Rewarding Shopping Experiences What you’ll learn to do: Illustrate how the store environment can create a rewarding shopping experience A store layout determines how your merchandise… Read More »Rewarding Shopping Experiences

7.2 Retention Plans Learning Objectives Be able to discuss some of the theories on job satisfaction and dissatisfaction. Explain the components of a retention plan.… Read More »Retention Plans

Chapter 7: Retention and Motivation Dissatisfaction Isn’t Always about Pay As an HR consultant, your job normally involves reviewing HR strategic plans and systems of… Read More »Retention and Motivation

Chapter 7-Retention and Motivation Dissatisfaction Isn’t Always about Pay As an HR consultant, your job normally involves reviewing HR strategic plans and systems of small… Read More »Retention and Motivation

Retaining Personnel What you’ll learn to do: Explain how retailers keep the best personnel Once you hire great employees, then it is important to keep them!… Read More »Retaining Personnel

Retailing: 5 ways to improve your business Retail is a fast-moving sector with great rewards for innovative businesses, whether focused on the local market in… Read More »Retailing: 5 ways to improve your business

Retailing What you’ll learn to do: Describe retailing, the entities involved, and the impact of decisions on a retail business Retailing is important for business students to… Read More »Retailing

Retailing LEARNING OBJECTIVES Define retailing Introduction Retailing involves all activities required to market consumer goods and services to ultimate consumers who are purchasing for individual… Read More »Retailing

Introduction to Retailers As Channels of Distribution What you’ll learn to do: describe types of retailers and explain how they are used as a channel… Read More »Retailers As Channels of Distribution

Retailers and Non-store Channel Types Non-store retailing is the selling of goods and services outside the confines of a retail store, off the premises of fixed… Read More »Retailers and Non-store Channel Types

Retailer Structures As mentioned in the previous section, the organizational structure of a retail business will greatly depend on the type of store and its… Read More »Retailer Structures

Target Market Planning What you’ll learn to do: Examine retailer decisions based on target market planning We defined target markets earlier as the segment at which a… Read More »Retailer Decisions Based on Target Market planning

Retailer Classification What you’ll learn to do: list the classification characteristics of various types of retailers by ownership A retailer is the last step of… Read More »Retailer Classification

Retail Trading Area What you’ll learn to do: Explain the significance of selecting a store location Retail trading areas can be primary, secondary or fringe. We… Read More »Retail Trading Area

Strategic Planning Opportunities What you’ll learn to do: Examine possible opportunities that can arise from strategic planning Strategic planning helps firms identify how best to compete… Read More »Retail Strategic Planning Opportunities

Site Selection Decisions What you’ll learn to do: Summarize the factors considered in site selection decisions The site for a new business or an additional business… Read More »Retail Site Selection Decisions

Retail Pricing Strategies As we stated earlier, there are a large number of retail pricing strategies and methods. We will discuss a number of them… Read More »Retail Pricing Strategies

 Retail Pricing and Sales Strategies The term “pricing” is one of the four “P’s” we learn in classic product marketing. In the marketing world, product,… Read More »Retail Pricing and Sales Strategies

Retail Organizational Structure Have you ever taken a moment to think about the structure that is around us every day? Structure can come in many… Read More »Retail Organizational Structure

Retail Operations and Managing the Store What you’ll learn to do: Define the operational policies and tasks to be implemented in a retail business Good… Read More »Retail Operations and Managing the Store

Retail Strategy LEARNING OBJECTIVES Describe the elements of the retail marketing strategy Just when we have finally mastered the marketing mix that includes the four… Read More »Retail Marketing Strategy

Retail Management Requirements Middle-Management Roles and Functions As discussed earlier in this module many retail manager positions fall into the Middle-Management level. Middle-level managers can… Read More »Retail Management Requirements

Module 1: Introduction to Retailing introduction to retailing retailing supply chains challenges in retailing the evolution of retail information systems in retail adaptation in retail… Read More »Retail Management

Available Retail Locations What you’ll learn to do: Examine the variety of locations available to retailers There are multiple location options available to retailers. Downtown areas,… Read More »Retail Locations: variety of locations available to retailers

Retail Information Systems Retail information systems have evolved in similar fashion as business computing in general. More data has created the need for larger storage… Read More »Retail Information Systems

Retail Image: Layout and Visual Merchandising Visual merchandising is the way a retail store speaks to its shopper.  It may not be the only way,… Read More »Retail Image: Layout and Visual Merchandising

Retail Human Resources Human resources management and structuring a team are huge components of a successful business. As a retail establishment grows larger, these areas… Read More »Retail Human Resources

Retail Growth Opportunities Growth is an imperative in business. And, while it may be tempting to cynically question whether growth should be an objective in… Read More »Retail Growth Opportunities

Retail Buying Organizations What are the characteristics and functions performed within the retail buying organization? As you think about the sheer size and the value… Read More »Retail Buying Organizations

Retail Audits Audits are reviews to assess how well store operations meet organizational standards, provide satisfactory shopping experiences, and implement and support priority initiatives. There… Read More »Retail Audits

Human Resource Management What you’ll learn to do: Discuss the overarching requirements of human resource management Human resources is involved in every aspect of the employment… Read More »requirements of human resource management

Approach How you approach a sales pitch in terms of attitude, prospect knowledge, and customized product will determine your success. LEARNING OBJECTIVES Describe the characteristics… Read More »requirements for a sales approach as part of personal selling and sales promotion

Repositioning LEARNING OBJECTIVES Explain repositioning and the associated risks and complexities of repositioning a product or service When It’s Time to Change Direction After they are… Read More »Repositioning

Reminding and Retaining Customers Organizations have shifted to using personalized promotional tactics to retain customers and encourage repeat sales. LEARNING OBJECTIVES Discuss the strategies and… Read More »Reminding and Retaining Customers

The History Of Reliance Fresh Marketing Giant corporations like Wal-Mart and Reliance have started to try and take over the Indian retail sector. The entry… Read More »Reliance Fresh Marketing

Relationship Building with Various Stakeholders The key to building a strong stakeholder relationship is communicating effectively with all stakeholders. LEARNING OBJECTIVES Diagram the relationship of… Read More »Relationship Building with Various Stakeholders

Reducing Product Markdowns Every retail buyer or store owner wants to reduce markdowns. The old-school adages that address this issue is “buy the right stuff”… Read More »Reducing Product Markdowns

4.3 Recruitment Strategies Learning Objective Explain the various strategies that can be used in recruitment. Now that we have discussed development of the job analysis,… Read More »Recruitment Strategies

Chapter 4: Recruitment Keeping Up with Growth Over the last two years, the company where Melinda works as HR manager, Dragon Enterprises, has seen plenty… Read More »Recruitment

Chapter 4 Recruitment Keeping Up with Growth Over the last two years, the company where Melinda works as HR manager, Dragon Enterprises, has seen plenty… Read More »Recruitment

Recruiting and Selecting Salespeople Salespeople who have the best characteristics, and who fit the company ethos, should be chosen during the recruitment process. LEARNING OBJECTIVES… Read More »Recruiting and Selecting Salespeople

Whether you’re an established real estate agent, broker, realtor, or you’re just getting started, there are plenty of opportunities to build an audience and attract… Read More »real estate marketing ideas to generate more leads

What you’ll be able to do: describe the marketing mix The value proposition explains why a consumer should buy a product or use a service and… Read More »Reaching Customers through the Marketing Mix

Chapter 7-Radio Terrestrial Radio Stumbles Into the Digital Age Figure 7.1 In 1983, radio station WOXY’s new owners bought the station and changed its format… Read More »Radio

Quantitative vs. Qualitative Research Both quantitative and qualitative models seek to explain patterns in behavior, but the former is mathematical and the latter is more… Read More »Quantitative vs. Qualitative Research

Quantitative Research Methods The most common quantitative marketing research methods are surveys and experimental research. Each is explained below. Survey Research Survey research is a… Read More »Quantitative Research Methods

Qualitative Research Methods Typical qualitative methods include behavioral observation, in-depth interviews, focus groups, and social listening. Each of these methods is described below. Observation Observation may… Read More »Qualitative Research Methods : Observation

Qualitative Research Methods Typical qualitative methods include behavioral observation, in-depth interviews, focus groups, and social listening. Each of these methods is described below. In-Depth Interviews In-depth… Read More »Qualitative Research Methods : In-Depth Interviews

Qualitative Research Methods Typical qualitative methods include behavioral observation, in-depth interviews, focus groups, and social listening. Each of these methods is described below. Focus Groups Focus… Read More »Qualitative Research Methods : Focus Groups

Putting It Together: What Is Marketing? Marketing is a powerful tool that serves a variety of functions for organizations, individuals, and society. Let’s take a… Read More »Putting It Together: What Is Marketing?

Putting It Together: Trade-Area Analysis and Site Selection The location, the demographics of the population, how many people live within the trading area, secondary trading… Read More »Putting It Together: Trade-Area Analysis and Site Selection

Putting It Together: Segmentation and Targeting Remember Chumber, your new employer from the beginning of this module? Now that you’ve learned something about segmentation and… Read More »Putting It Together: Segmentation and Targeting

Putting It Together: Retail Pricing and Sales Strategies In this module we have covered a significant number of concepts that drive retailer’s pricing decisions. We… Read More »Putting It Together: Retail Pricing and Sales Strategies

Putting It Together: Retail Operations and Managing the Store So human resources is a huge part of the retail business landscape. From screening potential employees,… Read More »Putting It Together: Retail Operations and Managing the Store

Putting It Together: Retail Image: Layout and Visual Merchandising Whether a retailer is putting the rules of visual merchandising to work in a brick-and-mortar store,… Read More »Putting It Together: Retail Image: Layout and Visual Merchandising

Putting It Together: Retail Human Resources So the structure of the staff from the CEO or president to the cashiers, stockers and maintenance staff are… Read More »Putting It Together: Retail Human Resources

Putting It Together: Retail Environment Analysis In the last 20 years, groceries have moved from the grocery store and supermarket to a whole host of… Read More »Putting It Together: Retail Environment Analysis

Putting It Together: Promotion: Integrated Marketing Communication (IMC) The readings in this module pulled apart the different pieces of integrated marketing communication to help you… Read More »Putting It Together: Promotion: Integrated Marketing Communication (IMC)

Putting It Together: Product Marketing In this module we’ve covered a wide range of topics related to the role of the product in the marketing mix.… Read More »Putting It Together: Product Marketing

Putting It Together: Pricing Strategies Let’s return to our discussion of Amazon Prime pricing in the context of the pricing concepts we’ve discussed. It might… Read More »Putting It Together: Pricing Strategies

Putting It Together: Positioning Positioning Your Way Out of Obscurity Let’s get back to the challenge that started this module: how to position and differentiate… Read More »Putting It Together: Positioning

Putting It Together: Place: Distribution Channels Let’s return to our earlier example of Whole Foods’ and Trader Joe’s distribution strategies now that we understand much… Read More »Putting It Together: Place: Distribution Channels

Putting It Together: Multi-Channel Retailing Online, engaged and connected without interruption, consumers encounter brands and retailers, expecting accessibility, consistency, and service. They easily shift among… Read More »Putting It Together: Multi-Channel Retailing

Putting It Together: Merchandise Management In this section, we have delved into the nuts and bolts of retail merchandise management- a topic at the very… Read More »Putting It Together: Merchandise Management

Putting It Together: Marketing Strategy Since Southwest Airlines is a familiar example by now, let’s do a more complete review of its strategy to help with… Read More »Putting It Together: Marketing Strategy

Putting It Together: Marketing Plan Having taken an entire course and developed your own marketing plan, you’re well on your way to being an expert… Read More »Putting It Together: Marketing Plan

Putting It Together: Marketing Mix Synthesis In this chapter you have seen how businesses use the marketing mix to gain market share, enhance the value of… Read More »Putting It Together: Marketing Mix

Putting It Together: Marketing Information and Research Back to Bookends Let’s pay Uncle Dan and his bookstore another visit, now that you’re a little further… Read More »Putting It Together: Marketing Information and Research

Putting It Together: Marketing Globally Global marketing is a demanding field because of the many different factors involved in the success or failure of a… Read More »Putting It Together: Marketing Globally

Putting It Together: Marketing Function The Four Ps of Marketing Yourself Now that you have a deeper understanding of the marketing function, let’s return to where we… Read More »Putting It Together: Marketing Function

Putting It Together: Introduction to Retailing Do you remember identifying your favorite retailer on the first page?  Hopefully you can now think about them in… Read More »Putting It Together: Introduction to Retailing

Putting It Together: Integrated Marketing Communications and Promotions The emergence of digital technology, social media and mobile devices has led to significant changes in how… Read More »Putting It Together: Integrated Marketing Communications and Promotions

Putting It Together: Financial Strategies in Retail As we began this module, we asked, “how does a retailer know the right prices to charge to… Read More »Putting It Together: Financial Strategies in Retail

Putting It Together: Ethics and Social Responsibility In this module we’ve covered a range of different corporate ethical challenges, legal requirements, and opportunities to contribute… Read More »Putting It Together: Ethics and Social Responsibility

Putting It Together: Consumer Behavior Applying the Concepts: Finn’s Family Buys a Pet Do you remember Finn, the newest little consumer who arrived at the beginning… Read More »Putting It Together: Consumer Behavior

Putting It Together: Branding Investigating Brand Power As noted earlier in this module, every year organizations conduct analyses and publish lists of the world’s top… Read More »Putting It Together: Branding

Push and Pull Strategies Push and pull strategies are promotional strategies used to get the product to its target market. LEARNING OBJECTIVES Differentiate between push… Read More »Push and pull strategies are promotional strategies

Purpose of the Marketing Plan A formal marketing plan provides a clear reference point for activities throughout the planning period. LEARNING OBJECTIVES Identify the purpose… Read More »Purpose of the Marketing Plan

Introduction to the Purpose of Segmentation and Targeting What you’ll learn to do: explain the purpose of segmentation and targeting in marketing Segmentation and targeting… Read More »purpose of segmentation and targeting in marketing

Purchase Influences Purchase influences of B2B customers differ from those of the consumer market due to the high time and cost investments of B2B transactions.… Read More »Purchase Influences

Purchase Behavior Business customers – as compared to consumers – tend to be more rational, are more concerned with quality, and look to make lasting… Read More »Purchase Behavior

Purchase During the purchase decision stage, the consumer may form an intention to buy the most preferred brand or product. LEARNING OBJECTIVES Examine the “purchase… Read More »Purchase : Consumer Decision Process

Public Relations Public Relations Tools PR is the practice of managing the flow of information between organizations and the public. LEARNING OBJECTIVES Give examples of… Read More »Public Relations Tools

Standard Public Relations Techniques Public relations encompasses a variety of marketing tactics that all share a common focus: managing public perceptions. The most common PR tools… Read More »Public Relations Techniques

Public Relations Public relations is the management of a message between an individual or organization and the public. LEARNING OBJECTIVES Describe the different aspects of… Read More »Public Relations : message between an individual or organization and the public

Public Relations Public Relations: Getting Attention to Polish Your Image Public relations (PR) is the process of maintaining a favorable image and building beneficial relationships between an organization… Read More »Public Relations

Public Relations LEARNING OBJECTIVES Explain public relations Public Relations: Getting Attention to Polish Your Image   Public relations (PR) is the process of maintaining a favorable image and… Read More »Public Relations

Psychological Factors LEARNING OBJECTIVES Describe psychological factors that influence what and when consumers buy Consumer Decisions and the Workings of the Psyche When we talk about… Read More »psychological factors that influence what and when consumers buy

6 Proven Customer Acquisition Strategies To Win Customers customer acquisition strategies You might have a perfect offering ready for the market. But convincing the market… Read More »Proven Customer Acquisition Strategies To Win Customers

Chapter 7Prospecting and Qualifying: The Power to Identify Your Customers Video Ride-Along with Lisa Peskin, Sales Trainer at Business Development University You met Lisa Peskin… Read More »Prospecting and QualifyingThe Power to Identify Your Customers

Pros and Cons of an Online Store Online, brick-and-mortar, or both? There are advantages and disadvantages to both: Brick-and-mortar only The advantages of a brick-and-mortar… Read More »Pros and Cons of an Online Store

Changes in Promotion Local languages, colors, and religious beliefs all impact how global marketers promote their products and services in different countries. LEARNING OBJECTIVES Analyze… Read More »Promotional Mix : Changes in Promotion

Promotional Methods B2B marketers use industry or trade publications, trade shows, private events, and social media to generate awareness about their products and services. LEARNING… Read More »Promotional Methods: Promotional Tools Used in the B2B Marketing Mix

Integrated Marketing Communication (IMC) Definition IMC: Making an Impact with Marketing Communication Having a great product available to your customers at a great price does… Read More »Promotion: Integrated Marketing Communication

We are a sales promotion consultancy focusing on creating compelling end user and reseller promotional campaigns which differentiate your products from competitors, generate genuine added… Read More »promotion schemes for wholesalers retailers and consumers Agency in pune or promotion schemes for wholesalers retailers and consumers Services in pune

Promotion Methods in Trade Sales Trade Allowances Trade allowances are price reductions given to middlemen, such as retailers, to encourage them to stock an organization’s… Read More »Promotion Methods in Trade Sales

Rebates A rebate is an amount paid by way of reduction, return, or refund on what has already been paid or contributed. LEARNING OBJECTIVES Examine… Read More »Promotion Methods in Consumer Sales :Rebates

Premiums Premiums are prizes, gifts, or other special offers consumer receive when purchasing products. LEARNING OBJECTIVES Identify the rational, types and use of premiums from… Read More »Promotion Methods in Consumer Sales : Premiums

Promotion Methods in Consumer Sales Coupons A coupon is a ticket or document that can be exchanged for a financial discount or rebate when purchasing… Read More »Promotion Methods in Consumer Sales : Coupons

Including Ethics in Strategic Planning Promoting Ethical Behavior through the Planning Process Building ethics into strategic planning is an important consideration for upper management when… Read More »Promoting Ethical Behavior through the Planning Process

What is a business? An entity or an enterprise that is committed to providing goods or services in exchange for some form of payment. In… Read More »PROFITABLE SMALL BUSINESS IDEAS & OPPORTUNITIES

Profit-Maximization Pricing Profit maximization analysis is the process by which a firm determines the price and output level that returns the greatest profit. LEARNING OBJECTIVES… Read More »Profit-Maximization Pricing

Products with Elastic and Inelastic Demand LEARNING OBJECTIVES Identify examples of products with elastic and inelastic demand Now that you’ve had some practice calculating the… Read More »Products with Elastic and Inelastic Demand

Products and Services LEARNING OBJECTIVES Identify differences between products that offer goods versus services Goods vs. Services In marketing, are services considered products? Should products that… Read More »Products and Services

Product-Line Decisions A product line can contain one product or hundreds of products. The number of products in a product line refer to its depth, while… Read More »Product-Line Decisions

Product, Placement, Promotion, and Price Product, placement, promotion, and price are four elements of the marketing mix crucial to determining a brand’s unique selling proposition.… Read More »Product, placement, promotion, and price are four elements of the marketing mix

Product Quality Quality refers to the ability of a product or service to consistently meet or exceed customer requirements or expectations. LEARNING OBJECTIVES Identify the… Read More »Product Quality

Product Pricing Methods What you’ll learn to do: Use various pricing methods to determine product pricing We’ll go into a bit more depth on the math… Read More »Product Pricing Methods

The Product Portfolio LEARNING OBJECTIVES Define the product portfolio and explain its use in marketing Throughout this course we have discussed a number of ways… Read More »product portfolio and explain its use in marketing

Product Marketing in the Marketing Mix LEARNING OBJECTIVES Define product marketing Explain the role of product marketing in the marketing mix The Role of Product… Read More »Product Marketing in the Marketing Mix

Product Line Pricing Line pricing is the use of a limited number of price points for all the product offerings of a vendor. LEARNING OBJECTIVES… Read More »Product Line Pricing

Product Line and Product Mix Adjustments to Products Marketers must often make product adjustments in order to keep the product competitive and continue to provide… Read More »Product Line and Product Mix

Product Life Cycles The Product Life Cycle Every product goes through the various life cycle phases of introduction, growth, maturity and decline. LEARNING OBJECTIVES Discuss… Read More »Product Life Cycles

Product Life Cycle What you’ll learn to do: discuss the product life cycle and its implications for marketing We just considered the case of Apple… Read More »Product Life Cycle

Product Liability LEARNING OBJECTIVES Explain product liability and its impact on marketing Introduction Product liability is the legal liability a manufacturer or trader incurs for producing… Read More »Product Liability

Product Layout An excellent cut of bacon and some fresh eggs off the farm . . . each of those is an example of good grocery store… Read More »Product Layout

The Emergence of Launch Practices A decade ago, the practice of product launch was not even recognized. Companies somehow got their products to market, but… Read More »Product Launch as a Key Business Process

Product Development Example LEARNING OBJECTIVES Give some examples of corporate strategies Nissan Motors Product development: create new products that can be sold in existing markets Nissan… Read More »Product Development Example : create new products that can be sold in existing markets

Product Advertising The stage of the Product Life Cycle (PLC) often determines the type of advertising that is used by advertisers for a particular product.… Read More »Product Advertising

Introduction to Segmentation Decisions What you’ll learn to do: explain the process of selecting an appropriate segmentation approach and deciding which customer segments to target… Read More »process of selecting an appropriate segmentation approach

Problem Resolution Through Excellent Customer Service Ultimately, the best method of resolving simple problems – often before they arise – is through the delivery of… Read More »Problem Resolution Through Excellent Customer Service

Privacy Issues Retailers, among other businesses, push for greater customer service and transaction security through better information about their customers. CRM systems are becoming more… Read More »Privacy Issues

PRINCIPLES OF SUCCESSFUL BRAND MANAGEMENT: ART, SCIENCE, CRAFT PRINCIPLES OF SUCCESSFUL BRAND MANAGEMENT Every brand is a promise. And like any promise, brands attract and… Read More »PRINCIPLES OF SUCCESSFUL BRAND MANAGEMENT

principles of marketing why learn about marketing introduction to marketing 2 marketing defined marketing creates value for customers introduction to marketing in action introduction to… Read More »principles of marketing sitemap

1: What Is Marketing? 2: Marketing Function 3: Segmentation and Targeting 4: Marketing Strategy 5: Ethics and Social Responsibility 6: Marketing Information and Research 7:… Read More »Principles of Marketing

12.1 Principles of Management and Organization LEARNING OBJECTIVES Understand the functions of management. Explain the three basic leadership styles. Explain the three basic levels of management.… Read More »Principles of Management and Organization

  Module 1: Introduction to Management Why It Matters: Introduction to Management Management Primary Functions of Management Types of Managers and Their Roles The Advantages… Read More »Principles of Management

Primary Marketing Research Methods LEARNING OBJECTIVES Describe primary research methods and the types of information they yield Explain the pros and cons of in-person, telephone, and… Read More »Primary Marketing Research Methods

Pricing Techniques What you’ll learn to do: Examine pricing techniques used by retailers to increase sales and profits Are the business objectives of increasing sales and… Read More »pricing techniques used by retailers to increase sales and profits

Pricing Tactics Discounting Discounts and allowances are reductions to a basic price of goods or services and can occur anywhere in the distribution channel. LEARNING… Read More »Pricing Tactics

Everyday Low Pricing Everyday low price is a pricing strategy offering consumers a low price without having to wait for sale price events or comparison… Read More »Pricing Strategies : Everyday Low Pricing, Other Pricing Strategies

Pricing Strategies Our discussion of retail pricing strategies has so far covered some important high-level concepts. We started with the basic principles of value and… Read More »Pricing Strategies

Pricing Objectives Survival Most executives pursue strategies that align pricing with revenue generation, enabling their organizations to survive and thrive long term. LEARNING OBJECTIVES Name… Read More »Pricing Objectives

Pricing Objectives What you’ll learn to do: Explain how retailers determine pricing objectives We will examine the connection between retail pricing strategies and retailer’s business models/objectives… Read More »Pricing Objectives

Pricing Legal Concerns Unfair Trade Practices Unfair business practices are oppressive or unconscionable acts by companies against consumers or other stakeholders. LEARNING OBJECTIVES Explain the… Read More »Pricing Legal Concerns

Pricing in Retail What you’ll learn to do: Identify how pricing fits into the goals of a retail establishment We will take our candy store scenario… Read More »Pricing in Retail

Pricing During Difficult Economic Times During a recession, companies must consider their unique situation and what value they provide customers when devising a pricing strategy.… Read More »Pricing During Difficult Economic Times

Pricing and the Retail Mix At the beginning of this module, we state that retail pricing strategy does not exist in a vacuum and is… Read More »Pricing and the Retail Mix

Price Lining Price lining is a technique used by retailers to group common items at set price-points. Rather than setting the retail price based on… Read More »Price Lining

Price Elasticity Calculations Remember, elasticity measures the responsiveness of one variable to changes in another variable. In the last section we looked at price elasticity of demand,… Read More »Price Elasticity Calculations

Price Elasticity Elasticity is a classic economic principle that helps us understand how much a change in price will affect market behaviors. If we make a change… Read More »Price Elasticity

Presenting the Marketing Plan LEARNING OBJECTIVES Identify appropriate media and format for presenting a marketing plan Apply recommended practices for organizing content in an informational… Read More »Presenting the Marketing Plan

Presentation Techniques Every display method a retailer uses for his merchandise has its benefits and drawbacks. When choosing a type of display, one should consider… Read More »Presentation Techniques