Sponsorship

Companies are constantly invited by various groups to sponsor
events, activities, and worthwhile causes. Companies also actively
seek venues where they can get their names before the public. For example,
Coca-Cola has been a long-term participating sponsor of
Olympic Games, World Cups, Super Bowls, and Academy Awards.
By shelling out large sums of money, Coca-Cola hopes to gain favorable
public attention and also treat its associates to big-time events.

Read more...

Service

In an age of increasing product commoditization, service quality is
one of the most promising sources of differentiation and distinction.
Giving good service is the essence of practicing a customer
orientation

Read more...

Selling

“Everyone lives by selling something,” noted the novelist Robert
Louis Stevenson. People are selling either a product, a service, a
place, an idea, information, or themselves.

Read more...

Segmentation

In the past, companies such as Sears or Coca-Cola, when asked who
their customer is, would answer “Everybody.” But a marketer can
rarely satisfy everyone in a market. Not everyone will like the same
camera, car, cafeteria, or concert. Therefore, marketers must start by
dividing up the market

Read more...

Sales Promotion

Sales promotion describes incentives and rewards to get customers to
buy now rather than later. Whereas advertising is a long-run tool for
shaping the market’s attitude toward a brand, sales promotion is a
short-term tool to trigger buyer action. No wonder brand managers
increasingly rely on sales promotion, especially when falling behind
in achieving sales quotas.

Read more...

Sales Force

About 11 percent of all employed people, or 18 million people, are
engaged in selling. The emergence of the Internet and other direct
marketing techniques, along with the high cost of personal selling, is
leading companies to reexamine the size and role of their sales forces

Read more...

Retailers and Vendors

When retailers were small, manufacturers had the power. The
strongest manufacturers could dictate the terms and shelf space
they wanted for their products. The advent of giant retailers—hypermarkets,
superstores, category killers—changed the power forever.

Read more...