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By Pingali Venugopal
A latest discourse at the swiftly altering setting of the realm of promoting, this booklet presents the chant to rework short-run revenues into long term advertising progress. beginning with the fundamentals of promoting, it takes the reader on a tender trip to appreciate quite a few innovations of right decision-making available in the market. In doing that, it offers an in-depth research of the way to construct a sustainable shopper base within the ever-growing competitiveness and dynamism of the Indian advertising and marketing enviornment. ?
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Additional resources for Marketing Management: A Decision-making Approach (Response Books)
Example text
14 Needs, Wants and Need Hierarchy oâ•…Dinesh suitings brings it out in their campaign: ‘Be Somebody. There is a time in life when it doesn’t matter what others think. ’ Maslow stated that in order to move up the hierarchical ladder, one has to basically meet the needs of the previous step. In a study, Tikkanen (2007) discovered that five sectors of food tourism were linked to the Maslow’s hierarchy of needs. The Role of Marketing In one way or another, all products and services address needs.
Later, as competition increases, 23 Marketing Management the company enhances value by adding attributes and services. 1). 1â•… Traditional approach to marketing Source: Author This approach presupposes that new products are being developed to satisfy needs. For example, Amway which advertises: We make better products in a whole new way: We use our ears. …That’s Amway, a company that spends money where it matters. In Research and Development. However, it is always not the situation. There could be situations when new products are invented (by chance) and require to be marketed (for example, Scotch-Brite) or products are imported and need to be marketed in the new geographic market (dish washers in India).
When the mind is constantly bombarded by stimuli, it becomes overloaded and exhausted. Yogic breathing exercises calm the mind using ones own thought power. 1 Emotional product: Here a marketer can satisfy different needs. 3 • Self-actualization need: Yoga is an Indian spiritual path aimed at achieving the union with the Supreme Consciousness. 4 • Rebel need: In India, since yoga is more associated with spirituality and ‘tradition’, there could be a slight negativity associated with the present generation who adopt Western culture.