More Franchisees Face Off Against Their FranchiserPosted by Paul Christ February 11, 2012
Labels: Legal Issue in Marketing, Retailing
Tough Times for Franchising (Wall Street Journal)
Additionally, many entrepreneurs believe that acquiring a franchise is a much more reliable way of entering retailing compared to starting a retail operation on their own. At least, that is what the franchise industry wants perspective entrepreneurs to believe. While franchises overall may offer slightly better odds than staring a retail store from scratch, the reality is that franchise failures do exist and can occur in large numbers. Retailers Battle Back Against Price-Comparing ShoppersPosted by Paul Christ January 25, 2012 Showdown Over 'Showrooming' (Wall Street Journal)
Of course, many store-based retailers have a valid reason to be worried. Here they are spending large amounts on inventory, store personnel, equipment and real estate, only to see some consumers use them only as a showroom for products since they are more likely to buy online. This is particularly the case for more expensive products and for products consumers do not need immediately. Drug Reps See Their World ChangingPosted by Paul Christ January 13, 2012 Drug Reps Soften Their Sales Pitches (New York Times)
Salespeople who call on “order influencers” play a key role for many types of companies, particularly in the pharmaceutical industry. Called missionary sellers or product detailers, the typical pharmaceutical sales rep visits doctors’ offices and hospitals where they discuss products and provide samples. But these sellers usually do not discuss products with the person who actually uses and pays for the medications, the patient. Now Available – KnowThis: Marketing Basics, 2nd EditionPosted by Paul Christ January 04, 2012
Labels: KnowThis.com Site News
Today we are happy to announce the publication of KnowThis: Marketing Basics, 2nd Edition. We know this is long overdue, but we feel the final result is well worth the extra time. This update started over 12 months ago and at times seemed to have no end in sight. But by late 2011 things came together rather quickly and resulted in a new edition that is a significant update over the well-received first edition. Overall, we feel the 2nd Edition continues our practice of offering comprehensive coverage of marketing concepts. In fact, this new edition expands on the coverage offered in the first edition. Compared to the 1st Edition, KnowThis: Marketing Basics, 2nd Edition presents a number of enhancements including:
And best of all, the cost is still extremely affordable at only (US) $30! To learn more about the book and how to order click here. Television Ads Are Not Just for TV AnymorePosted by Paul Christ December 30, 2011 E*Trade’s Baby Creates the Most Online Buzz (New York Times) The key promotional method used by many consumer products companies, especially those targeting the mass market, is the television advertisement. Even though television viewing has declined over the last 10 to 20 years, the amount spent on TV ads remains large, with one estimate suggesting that 2011 spending will exceed $60 billion. While television advertising continues to be a critical part of promotion strategy, many marketers have also figured out that TV ads are not just for television. They understand the expense in producing a television commercial can be spread over many other media, including viewing ads on computer screens and mobile devices. In fact, for some products the real value of TV advertising comes with the viewing that takes place outside of the consumers’ living room. McDonald’s Finds Loophole on Banned PromotionPosted by Paul Christ December 01, 2011 McDonald's Will Charge For Happy Meal Toys in SF (San Francisco Chronicle)
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Samples of Marketing TutorialsStep 1: Identify Market Segments The first step in targeting markets is to separate customers who make up large, general markets into smaller groupings based on selected characteristics or variables (also referred to as bases of segmentation) shared by those in the group. General markets are most often associated with basic product groups, such as automobile, beverage, foot Latest Marketing Stories
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In the retailing industry, franchise operations have long been perceived as a less risky road to retail success for both the franchise operator (a.k.a. franchiser) and the entrepreneur who purchases the right to operate a franchise (a.k.a. franchisee). As we note in our
Store-based retailers are struggling to deal with the modern shopper. More and more retailers are seeing consumers enter their stores, spend time looking around and then leave without making a purchase. If retailers watch closely, they also will notice that consumers are not only looking and touching the merchandise, they are using their mobile phones to compare prices against other retail outlets. Retailers are finding this to be a real problem, especially when consumers are comparing products found in a store-based retailer to products offered by online retailers.
As we discuss in the 
In November 2010, 