In simple terms, a distribution channel (also called a marketing channel) is the flow from production or manufacturing to the final consumer/buyer that a good or service follows. The path can be as short as a direct connection between the business and the client or multiple interconnected interme.....
The process of a business raising the production of products or services in the same part of the supply chain is a horizontal merger, also known as horizontal integration. It is a merger of two firms that are operating in the same market or in a similar one. The aim of a horizontal merger is [&he.....
A point-of-sale display (POS display) is a specialized type of sales advertising in which goods are shown near, next to, or in the buying area of a transaction. In general, these products are found in the checkout area or where purchasing decisions are made. They are intended to attract the atten.....
Advertising Elasticity of Demand (or simply Advertising Elasticity, sometimes reduced to AED) is a measure of the efficacy of increasing advertising investment in the sense of increasing product demand. Traditionally, demand for the product that is the focus of the advertising campaign may be inv.....
Advertising appropriation also regarded as an advertising budget, is a company’s allocation of promotional fees over a unique time period. Because appropriation in itself is an amount of money allocated officially or set aside for a particular use, advertising appropriation is a marketing budge.....
Share of wallet (SOW) is a strong marketing metric; it is the dollar sum consistently committed by an average consumer to a single brand rather than to rival products in the same product category. In different words, the Share of wallet is the percentage (“share”) of a customer’s fees (.....
Market Cannibalization is also known as corporate cannibalism; it is a revenue loss triggered by the launch of a new product by a corporation that substitutes one of its own older goods. When cannibalization happens, not just in sales volume, but also in revenue and market share, the company suff.....
A marketing campaign, or a marketing strategy, is a systematic course of action to sell something, i.e. a product, service, or brand, and promote something. It usually has one purpose, which appears to be to maximize a particular product’s revenue. The team may have coordinated the promotio.....
The word brand recognition refers to the tendency of customers to distinguish a particular brand by its characteristics over another. Brand awareness is just what it sounds like: a consumer’s desire to acknowledge one brand over other brands. In advertising and marketing, it is a notion use.....
Typefaces A typeface is a set of characters of the same design. Typefaces come in several sizes and usually in several fonts (bold, italic, etc.). These characters include letters, numbers, punctuation marks, and symbols. Courier and Prestige Elite are fixed typefaces and hence they cannot accomm.....
Dynamic pricing is a method firms use to constantly adjust the price of goods/services depending on demand. It also referred to as demand pricing, or time-based pricing is a pricing strategy in which businesses set flexible prices for products or services based on current market demands. For exam.....
Trade Mark A trademark is typically a name, word, phrase, logo, symbol, design, image, or a combination of these elements. It is a sign capable of distinguishing the goods or services of one enterprise from those of other enterprises. It is a particular mark, stamp, or .device, which is affixed o.....