By Mike Meldrum

Marketing in a Nutshell is an easy-to-use quickly reference resource for non-marketing experts. Designed as a dip-in advisor, this obtainable publication may be worthwhile to basic managers, non-qualified agents and scholars taking a module in advertising along their different experiences. Marketing in a Nutshell makes the authors’ advertising and marketing knowledge and professional insights available to all.

  • Dip-in reference layout makes a complete powerhouse of promoting wisdom to be had to each non-marketing supervisor at a moment's notice
  • Concise, easy-to-read standalone summaries of key advertising rules, techniques, instruments and techniques
  • Credible and professional advertising insights from major advertising specialists specially for non-specialists

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Competitive Disparity At heart, consumer marketing means meeting the needs of customers through competitive disparity. Disparity creates selectivity and preferences. Preferences in grocery markets can be earned by building brands. Thus, the day-to-day management of brands is a key marketing function in these markets. For those companies with a number of brands in their portfolio, the process of formulating and implementing a multi-brand strategy is the responsibility of more senior marketing management to whom brand managers report.

The main concerns include: • Marketing's contribution to materialism. • Rising consumer expectations as a result of marketing pressure. • The use of advertising to mislead or distort. It is, therefore, important to consider the arguments involved m these discussions. Marketing, it has been suggested, helps to feed, and in turn feeds on, the materialistic and acquisitive urges of society. Implicit in such criticism is the value judgement that materialism and acquisitiveness are in themselves undesirable.

Third, brand parity, is the phenomenon whereby consumers find it increasingly difficult to differentiate between major brands. The result of this lack of differentiation is that consumers purchase on price and availability within their chosen brand 'set'. 53 54 Understanding Different Forms of Marketing Fourth, the fragmentation of markets is making it increasingly difficult to use mass advertising campaigns. Instead, it becomes easier to see the results of trade promotions which may persuade intermediary customers to increase stocks at a particular point in time.

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