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Prevailing in the Digital Marketing Environment

What Is a Marketing Environment? ­            A marketing environment is the sum total of the different components that make up a company’s marketing activities, encompassing all the elements that drive and impact that area of its operation. A company needs to be constantly in touch with its marketing environment, identifying potential opportunities—or challenges—in order to …

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Supply Chain Challenges in Marketing

How Do Supply Chains Function?             Supply chains are networks spanning a spectrum that run the entire gamut of the production and marketing of goods. Every person, organization, action, and resource involved in the process becomes a link in this chain. The main elements include: finding raw materials, manufacturing those materials into basic components, using …

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The Dangers of Relying on Metrics in Marketing

What Are Marketing Metrics?             The term “marketing metrics” refers to the practice of measuring a company’s progress over time, through monitoring and recording data. Although the actual form these metrics take will depend on the platforms being used, what they all have in common is the goal of tracking successes and failures. It can …

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How Media Methods Impact Marketing

Traditional Marketing Mainstays             Simply put, traditional marketing can be defined as any marketing that is not conducted online. Also referred to as offline advertising, traditional marketing encompasses a wide variety of approaches, from coupons and direct mailers to newspaper and magazine ads, television and radio commercials—and even phone calls and text messages—with a number …

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Harnessing Consumer Attitudes

What Are Consumer Attitudes?             Generally speaking, attitudes are the beliefs, perceptions, and emotions that people have toward the people, places, and things in their environment. These responses are then expressed through actions, and can reflect either favorable or unfavorable judgements. In terms of marketing, attitudes refer to the way that consumers evaluate products and …

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