Author name: Angel Malama

One or more motives within a person activate goal-oriented behaviour. One such behaviour is perception, that is, the collection […]

The ways in which we think, believe, and act are determined to a great extent by social forces and groups.

The aim of marketing is to meet and satisfy customers’ needs and wants. The field of consumer behaviour studies

After thoroughly evaluating the different segments, the company can follow one of three strategies: market aggregation, single-segment concentration, or multiple­

Industrial markets can be segmented into some variables employed in consumer market segmentation. Such variables include geographic, benefits sought, and

There is no single way to segment a market. A marketer has to try different segmentation variables, singly and in

A market is the collection of people or organizations with (a) needs to satisfy (b) money to spend, and (c)

Apart from the basic strategic planning spanning several years into the future, it is also necessary to develop a more

Strategic marketing planning is a five-step process that assesses current performance; establishes specific marketing objectives; determines positioning and differential

Companies that adopt the marketing concept realize that marketing efforts are more successful when they are carefully planned. Strategic

The second set of forces that make marketing an endlessly changing activity is put in motion by individual enterprises

A company’s marketing system often operates within the framework of marketing forces, which constitutes the system’s environment. Such forces are