Marketing Essentials

Frequently Asked Questions

• What is a holistic marketing strategy?

  Holistic marketing takes into account the considerations of stakeholders, customers, employees, suppliers, and the community as a whole when creating and implementing marketing strategies. Although strategies for implementation differ from one company to the next, every holistic marketing approach includes four main components: relationship marketing, integrated marketing, internal marketing, and societal marketing.

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• What type of companies use market segmentation?

  Market segmentation is the practice of dividing consumers into groups based on shared needs, desires, and preferences. Using these categories, a business can adjust its product lines and marketing techniques to appeal to each group more effectively by addressing their specific needs. Numerous types of businesses use market segmentation to optimize their ability to sell to a wide variety of consumers, including skincare, haircare, and beauty product manufacturers, car companies, clothing and apparel suppliers, banks and other financial institutions, as well as television networks and media outlets.

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• Should I use coupons for my business?

  Coupons can drive customers to your business and introduce new customers to your store, as well as help introduce new product lines and encourage customers to try a more profitable brand or service. Coupons can also help attract existing customers to come back to your store. The biggest con of using coupons is that they cost businesses money and may lead to lower profit for that sale. Another drawback is when existing customers wait for coupons, cannibalizing existing revenue before the coupon program.

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• What’s an example of a successful ad campaign?

  The most successful advertising campaigns solidify a new catchphrase and become a point of cultural reference. They also manage to tie the products being sold to a catchy slogan and persuade you to buy the product being advertised. Successful ad campaigns include Nike’s “Just do it,” or “Got Milk?” Having these campaigns permeate everyday conversation and live on in cultural references is the ultimate goal of marketers when they develop their advertising campaigns.

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• How do brand image and marketing affect market share?

  Creating a positive brand image through marketing efforts is vital to a business's success. A brand is much more than a familiar name or logo that identifies a business, product, or service and is presented through traditional advertising strategies. A brand encompasses the consumer's complete experience with both the product and the company and the mix of associations that develop as a result of these interactions. The most effective way for a company to increase its market share is to create an integrated strategy for marketing and branding and, in so doing, provide consumers with a unified and seamless way to interact with the brand.

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