Marketing Insight+

"Q" Score:- Developed in 1963 by Marketing Evaluation Inc., an American company Q score is influenced by both people’s familiarity with the subject and their favourability towards it. It is widely used for selecting the right celebrity endorser for brand advertisement. The Q score answers the question “how appealing is the person among those who know him or her?” First the respondents are asked to indicate two things- whether they seen or heard about the selected celebrity? Secondly, if yes , then   the respondents are asked to rate the celebrities on a scale that includes-   One of my favourites, 2. Very good, 3. Good, 4. Fair, 5. Poor,                6.       Never heard.         Then after marketing companies suggest celebrity name to companies for brand  advertisement.  

                      CSR:-   ·         The philosophy of Corporate Social Responsibility (CSR) is based on -- “Organizations should think beyond profit and wealth maximization”.   ·           CSR activities are an integral part of Business strategy for long term business growth.   ·         CSR practices in business differ from organization to organization.   ·         Corporate performance is not only judged by financial metrics, but also by social and environmental measures.                                        · The individual psychological variables may play an important role in influencing the individual’s attitudes towards CSR (Schlenker and Forsyth, 1977).   ·         CSR in business is more driven by the personal beliefs and values of the people running the business (Vyakarnam et al.1997, Jenkins 2004)                        CSR variables:-   ·         Individuals with high Machiavellianism employ aggressive, manipulative, exploitative a

Style and fashion :- When in the opinion of a large group of people, a particular Style is popular, that style becomes a fashion.                                             ---- Cundiff and Still   A fashion is any style which is popularly accepted and purchased by several successive groups of people over reasonably long period of time.                                                                                                                                                                         ----- Stanton Style is defined as characteristic or distinctive mode or method of expression, presentation or conception in the field of some art.                                                                                                                                                              ----- P.H.Nystorm Theory of fashion:- Trickle down theory- When the new products are proposed or offered to the high cla

Marketing is process of implementation of intelligent decisions by which marketers mould needs into demands (in a given/target market) and try to fulfil on time profitably so that ownerships are affected and   prospects turned to customers and customers turned to satisfied customers.                                                                                                               ----- Mrityunjay Kumar   Definitions of Marketing by different authors:-   Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchange that satisfy individual and organisational objectives.                                                                                              --- American Marketing Association. Marketing is the management function which organises and directs all those activities involved in assessing and converting customer purchasing

The seven goals of marketing are :- Attract and retain profitable customers. Turn problem customers into profitable customers. Attract new customers. Find a target, product, place, positioning, and price that maximize revenue. Maximize emotional value as well as rational (attribute) value. Use the marketing mix to strengthen the bond between the core product and the physical product. Use the full product-service experience to strengthen the bond between the core product and the physical product.