Culture often acts as a barrier to marketing efforts. Consider a large organization trying to sell its detergent brand in countries where Urdu language is spoken. Consider this hoarding – there is a model on the left hand side with dirty cloths. Then the center of the hoarding shows a bucket with the detergent. Finally he right hand side of…
A recently released report by the SBA examined the performance of small businesses during the the 1990s. The 1990s were considered to be one of the longest U.S. economic expansion periods in recent history. The overall findings of the research found “that households owning small businesses were more likely to be found in the top echelons of income and wealth…
Culture plays an important role in the management of an organization and understanding consumer behavior. Understanding of culture has resulted in large and small business organizations create and implement successful marketing strategies. Small business organization especially needs to have clearer and precise understanding of cultural factors affecting buying behavior. A small business owner must develop comprehensive knowledge of the demography…
Features and benefits are the two attributes associated with a product. As stated in my earlier post here, a customer doesn’t buy the product for its features. Customer buys it for the benefits offered by the product. Let’s look at this way. We go to an electronics shop and have a look at various television models on display. The sales…
Anita had gone to a shop for purchasing some deodorants and ended up purchasing some perfumes as well. Why did this happen? The small business owner running this shop was clever enough. He could convert a non-sale into a sale. He successfully used the major weakness of the human being â letting her feel important. Remember, you donât sell products….
Are you starting new business and looking for venture capital? Please read this great article from Guy Kawasaki about bootstrapping. I had to laugh when I read the opening… Someone once told me that the probability of an entrepreneur getting venture capital is the same as getting struck by lightning while standing at the bottom of a swimming pool on…
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