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| Marketing |
Author(s) - the late Professor Harper Boyd and Professor Orville Walker Overview Why do consumers purchase one product rather than another? To answer this, You have to confront the issue of why consumers would purchase your product rather than competitors'. Factors such as market positioning, branding, consumer loyalty and segmentation determine the success or failure of products in highly competitive markets. Furthermore, it is extremely difficult to manage products successfully in competitive markets. The marketing process involves market analysis and the development and implementation of a marketing programme. To be a successful marketer you need to understand not only the factors which influence buying behaviour but be able to bring products to market in an effective manner. Topics Covered
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