Diversification is the riskiest area for a business. This is where a new product is sold to a new market.[83] There are two type of Diversification; horizontal and vertical. 'Horizontal diversification focuses more on product(s) where the business is knowledgeable, whereas vertical diversification focuses more on the introduction of new product into new markets, where the business could have less knowledge of the new market.[84]

This type of marketing strategy makes the use of your existing customers to get new customers on board. You pay some incentive or benefits to your customers if they ask their friends to buy your product or service. People usually do word-of-mouth marketing to get the benefit. The amount you pay to them is quite small in front of the returns you are getting. Find the way to keep the track of referrals done by your customers before giving them benefits.
Brand awareness has been proven to work with more effectiveness in countries that are high in uncertainty avoidance, also these countries that have uncertainty avoidance; social media marketing works effectively. Yet brands must be careful not to be excessive on the use of this type of marketing, as well as solely relying on it as it may have implications that could negatively harness their image. Brands that represent themselves in an anthropomorphizing manner are more likely to succeed in situations where a brand is marketing to this demographic. "Since social media use can enhance the knowledge of the brand and thus decrease the uncertainty, it is possible that people with high uncertainty avoidance, such as the French, will particularly appreciate the high social media interaction with an anthropomorphized brand." Moreover, digital platform provides an ease to the brand and its customers to interact directly and exchange their motives virtually.[42]
According to Porter, these strategies are mutually exclusive and the firm must select one approach to the exclusion of all others.[70] Firms that try to be all things to all people can present a confused market position which ultimately leads to below average returns. Any ambiguity about the firm's approach is a recipe for "strategic mediocrity" and any firm that tries to pursue two approaches simultaneously is said to be "stuck in the middle" and destined for failure.[71]
During the 1990s, the resource-based view (also known as the resource-advantage theory) of the firm became the dominant paradigm. It is an inter-disciplinary approach that represents a substantial shift in thinking.[73] It focuses attention on an organisation's internal resources as a means of organising processes and obtaining a competitive advantage. The resource-based view suggests that organisations must develop unique, firm-specific core competencies that will allow them to outperform competitors by doing things differently and in a superior manner.[74]
At HubSpot, we talk a lot about inbound marketing as a really effective way to attract, engage, and delight customers online. But we still get a lot of questions from people all around the world about digital marketing. So, we decided to answer them. Click the links below to jump to each question, or keep reading to see how digital marketing is carries out today.
A 2011 meta analyses[37] found that the factors with the greatest impact on sales performance are a salesperson's sales related knowledge (knowledge of market segments, sales presentation skills, conflict resolution, and products), degree of adaptiveness (changing behavior based on the aforementioned knowledge), role clarity (salesperson's role is expressly to sell), cognitive aptitude (intelligence) and work engagement (motivation and interest in a sales role).

A generation ago, consumers were at the mercy of advertisers who spoon-fed them marketing messages across a few media channels: print, billboards, television, radio. These advertisers created markets, defining and reinforcing consumer stereotypes. In the 1950s, advertising was primarily a one-way conversation with a captive audience. TV advertising grew and matured into a viable marketing medium. Experts were the style makers.
This refers to how the product gets to the customer; the distribution channels and intermediaries such as wholesalers and retailers who enable customers to access products or services in a convenient manner. This third P has also sometimes been called Place or Placement, referring to the channel by which a product or service is sold (e.g. online vs. retail), which geographic region or industry, to which segment (young adults, families, business people), etc. also referring to how the environment in which the product is sold in can affect sales. [44] 5 Digital Marketing Skills to Master for 2020 & Beyond
×