KnowledgeBank

  Section I: Marketing & Consumer Buying Behaviour   1. Marketing: Nature and Scope of Marketing What is Marketing? Marketing is the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return. It is both an art and science involving identifying customer needs and satisfying them profitably.   Nature of Marketing Customer-Oriented : Marketing begins and ends with the customer. Every marketing activity focuses on identifying and satisfying the needs and wants of customers. Goal-Oriented : Marketing aims to achieve objectives such as increasing sales, profit maximization, or expanding market share . Dynamic and Evolving : Consumer preferences, market trends, and technology continuously change. Marketing is flexible and adapts to these changes. Integrated Activity : Marketing involves coordination with other functions like pr...

  Corporate Communication Topic: Different Types of Media Vehicles ( Broadcast, Electronic, Print, Outdoor, Non-Conventional )   Introduction to Media Vehicles A media vehicle is a specific tool, platform, or channel used by organizations to deliver messages to their target audience. In corporate communication, the selection of the right media vehicle is essential to ensure that communication is effective, timely, and reaches the intended audience . Media vehicles are categorized into several types based on their form and functionality:   1. Broadcast Media Broadcast media transmits information through airwaves and is suitable for reaching a large, diverse audience quickly. Types: Television (TV): Combines audio and visuals. Effective for mass marketing and brand image building. Useful in both national and regional campaigns. Radio: Audio-only medium. Cost-effective and widely accessible. Useful for local reach an...