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Articles by Aparna Singh
15 articles
Why is Proctor and Gamble the Most Skilled Marketer of Consumer Packaged Goods?
Introduction Proctor and Gamble need no introduction. It is the most recognised marketer of consumer packaged goods. The growth of the company and its accolades are overwhelming. It has more than 1 million employees all over the globe. It is the market leader in more than 22 different product categories. In all the categories, it gives cutthroat competition to all its market rivals. It has more than 23 billion global brands. On average, it spends more than $5 million a day on research and development and has total sales of more than $76 billion a year. Now let’s elaborate ...
Read MoreWhat Is the Difference in Product Mix Pricing?
Introduction Marketers should keep the price factor in mind when a product is part of the product mix. They should continuously modify the price-setting criteria so that they can remain competitive in the market. Product mix pricing is the process of setting the price that maximizes the profit on the total mix. Pricing is difficult because different products have different demand and cost relationships, and are open to varied degrees of competitiveness. Now there are different situations for product mix pricing. Let's discuss them one by one − Product Line Pricing So in this pricing model, companies generally develop ...
Read MoreWhat Is Marketed in Marketing?
Introduction Marketing is all about encountering the different needs of consumers and society and doing all sorts of activities to meet those needs. It is delivering value to consumers through different communication channels to maintain a strong relationship with them and foster profitability for the organization and its stakeholders. It is also defined as a social process by which different people and groups of people get what they need and want by offering different valuable products and services. Marketing people generally market 10 types of entities. Let's discuss each one of them − Goods The physical goods available in ...
Read MoreMajor Societal Forces Affecting Marketing
Introduction Marketing depends on several micro- and macro- environmental factors. The market of today is different from what it used to be. Decades ago, it was easy to judge the market, but now it's not an easy task. Nowadays, the marketplace is radically different because of several factors that are somehow interlinked with each other. These factors have created a lot of challenges for marketers, but at the same time, they have also created a lot of opportunities. Let's study each one of them in detail − Network Information Technology The growth of digital technology has created a new ...
Read MoreHow to Choose Brand Elements?
Introduction Let's first define what brand elements are. So brand elements are the elements that give a trademark to a particular product. It makes the brand distinguishable from the rest of the lines of the same product in the market. Every customer can identify that particular product from the rest. So brand elements are the features of the product that identify and differentiate the brand. For example, Nike has a different swoosh logo with the encouraging just do it slogan, and the name is chosen because it is taken from the name of the winged goddess of victory. Marketers ...
Read MoreShort Conclusions That Individuals Use in Making a Judgment About Others
We generally make assumptions when coming to any conclusions regarding the behavior of any person. In short, we can say that we use a dozen shortcuts when coming to any conclusions about others. These techniques have their pros and cons. The merit of these techniques is that they enable us to form rapid perceptions about others and provide valid proof for those predictions. However, they are not fully accurate. They have certain discrepancies because they are not fully proven. They sometimes get us into trouble. So let us learn about these shortcuts so that we can get rid of ...
Read MoreHofstede\'s Six Dimensions of National Culture
One of the most important tools to analyse the differences between different cultures is Hofstede's framework for assessing cultures. This theory was given by Greet Hofstede in the late 1970s. He experimented with more than 116, 000 IBM employees in 40 different countries and concluded that all the employees differed on five major dimensions of national culture. More countries were added to the list later. In the most recent study, countries have been ranked on the six major dimensions. This theory helps a lot in determining the personalities of different cultures in different countries. This theory has given huge contributions ...
Read MoreFactors that Affect the Perception of an Individual
Before discussing anything about the above topic, let’s first understand what is meant by "perception." Perception is a process by which an individual interprets anything that comes in front of him or her. It is the way in which he or she utilizes his or her sensory impressions to interpret a particular situation and give a particular meaning to the environment. However, what we perceive can differ widely from what reality is. For example, most employees view an organization as the best place to work because it has favorable working conditions, interesting job roles, better pay, and excellent benefits, but ...
Read MoreDomains That Contribute to Organisational Behaviour
Organisational behaviour is a domain that has built itself by taking into consideration the various behavioural science domains. Various behavioural sciences have contributed to its significance. It has contributions from various behavioural disciplines mainly psychology and social psychology, sociology, and anthropology. The contributions of psychology are mainly at the micro level of analysis or we can say individual level, while the other disciplines have contributed to the organisational behaviour at the macro level or group processes and organisation level. Contributing domains of organisational behavior Let's understand every discipline which has contributed to organisational behaviour. Psychology Let's first understand ...
Read MoreDifferent Views of Conflict
Let's first explain what we mean by "conflict." Conflict is a perception of thoughts. When no one is aware of the conflict, it is generally believed that no conflict exists. So conflict is a process that begins when one side perceives that the other side has or is about to negatively affect something that the first party cares about. Examples of conflict in an organisation Incompatibility of goals Differences in the interpretation of factors Disagreement based on behavioural expectations It is right to say there has been a lot of controversy over the role of conflict in different types ...
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