Marketing Techniques

Ambush Marketing

Ambush marketing is a fairly new concept in marketing, where research into the subject has become an area of considerable interest over the past twenty years, as increasing amounts of companies opt to take up this revolutionary marketing activity. Although much has been written about “ambush” marketing, considerable ambiguity surrounds this term and its status.

From the earliest definitions of ambush marketing as a derogatory term involving ‘unauthorized’ practices, has emerged not only an acknowledgement of the considerable vagueness that surrounds the concept but also a conceptual framework of ambush marketing that more accurately reflects the balancing of sponsors contractual rights against the rights of non-sponsors to maintain a market presence during an event through legal and competitive business activities, although it has been cast as an “amorphous concept” along with being branded as a somewhat devious, unethical tactic, and an unfair marketing practice.… Read the rest

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Guerrilla Marketing Principles

Marketing is a wide range of activities related to making sure that it continues to meet your needs and get the proper value in return.  It focuses on customer orientation and satisfaction of customer needs.  In the description, marketing is the activity set of institutions and procedures for creating, communicating, communication and exchange of offers that are of value for customers, clients, partners and society. The objectives of the organization depend on the knowledge of the needs and requirements of the target markets and delivering the desired satisfaction.  This suggests that in order to meet their organizational goals, organizations should anticipate the needs and desires of consumers and satisfy the most effective competitors.  … Read the rest

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The Six Markets Model

The Six Markets Model/Framework illustrates an expanded view on where Marketing can be applied. It identifies Six Key market domains where organizations should direct marketing activity and where the development of detailed marketing strategies may be needed. Apart from existing and potential customers, those markets are: Referral markets; Supplier Markets; employer recruitment Markets; influence Markets; and internal Markets.

1. Customer Markets

Customer markets are characterized by long-term relations between buyers and sellers. Long-term relations evolve if buyers trust sellers to provide high quality and if sellers are trustworthy. However, changes in the terms of this implicit contract may antagonize customers and disrupt the relation.… Read the rest

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Differences between Traditional Marketing and Guerrilla Marketing

Simply looking at the definition of Guerrilla Marketing, we can be sure that it has a lot to do with creativeness and a lot of innovations should be made to traditional way of thinking that has been applied to marketing. Differences from traditional marketing and Guerrilla Marketing are several-fold. Within the context of this article, however, only some remarkable differences are chosen for analysis and illustrated with simple examples for better comparison.

Let’s start analyzing the differences of traditional marketing from Guerrilla Marketing by a funny bookstores story, which is as following: A small bookstore was located on a beautiful street with quite a lot of pedestrians, commuters, and other people crossing the street every day.… Read the rest

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What is Relationship Marketing?

The concept of Traditional Marketing which was mainly based on customer satisfaction has now totally shifted to Relationship building with the customers, customer retention and managing the relationships. Now the businesses are not only focused on developing a marketing mix in accordance with the consumer’s demand but they need to sell their products and services in such a way that consumer should satisfy and return for making the next purchase which means maintaining relations with your customers and managing it in such a way tending the customers to stay with the business for a longer period.

Relationship Marketing was first defined as a form of marketing developed from direct response marketing campaigns which emphasizes customer retention and satisfaction, rather than a dominant focus on sales transactions.… Read the rest

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Relationship Marketing – Relationship Based Marketing Strategy

Relationship marketing is the philosophy of doing business, a strategic orientation that focuses on keeping and improving current costumers, rather than acquiring new costumers. This philosophy assumes that the costumers prefer to have an ongoing relationship with one organization than to switch continually among providers in their search for value. Relationship Marketing refers to all marketing activities directed towards establishing, developing, and maintaining successful relational exchanges. From these to definition it can be see that the overall objective of relationship marketing is to create long lasting relationships with consumers instead of focusing on the point of sale approach (which is to attract new consumers each sale).… Read the rest

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