Thank you for the great feed-back on the first article in this topic. Encouraged, I have written another section. I hore you find this interesting and useful. Let me know if there is anything you might like to know. HOW TO WRITE A CONSULTING PROPOSAL Prospective clients will usually expect a written proposal. If its … Continue reading »
So You Want to Become a Consultant?
Having been a consultant (marketing and management) for very many years I regularly get asked questions about how to become a consultant and how to do it. This article contains some of the advice I regularly give. I hope you find it interesting and useful. Let me know if you have any comments or questions, … Continue reading »
Decision-Making and Behavioural Biases
All decisions made by humans have biases. It is important that when making important decisions that we seek to understand how biases affect those decsions. The following is an extensive list of biases. Many of these biases are studied for how they affect belief formation and business decisions and scientific research. Bandwagon effect The tendency … Continue reading »
A Marketing Approach to Fund Raising
In most marketing transactions, a buyer pays a price to a seller for certain goods. Public goods, those marketed by government agencies, are paid for primarily by taxation. However, it is estimated that some 5 percent of the economy, the non-profit sector, is financed by voluntary contributions. People pay these resources whether or not they … Continue reading »
Services Branding
What is a Brand? The brand concept is well established in marketing. The first brands in a modern marketing sense were developed over a century ago. However, during the second half of the 20th century brands and branding became central issues in marketing. Most discussions of brands are related to physical products, especially consumer packaged … Continue reading »
What Do Your Customers/Clients Want?
What Do Your Clients Clients Want from You? What do they Like? Some thoughts on Better Business from Dr. Brian Monger Good Marketing should (I believe) start with two essential questions: Who are they? (its about segmentation and targetting) What do they want? ( Thats what this article is based on) The following points are … Continue reading »
Post Purchase Behaviour – Consumption Behaviour 2
Brian Monger Continuuing on from the previous Article How rewarding or punishing was the consumption experience? Consumption experiences differ in terms of whether consumers find them to be rewarding or punishing. From this perspective, consumption experiences can be characterised by whether they provide positive reinforcement, negative reinforcement or punishment. A consumption experience provides positive reinforcement … Continue reading »
Understanding Post Purchase Behaviour – Consumption 1
Brian Monger Consumption represents consumers’ usage of the purchased product. Although this definition is simple, understanding consumption is much more complex. Indeed, there are a number of different ways to think about consumption. Let’s start with consumption behaviour itself. User and non-user are terms often used to distinguish between those who consume the product and … Continue reading »
Why Buyers Are Loyal To Some Brands
Dr Brian Monger Reasons Why Buyers Are Loyal There are several reasons why buyers are loyal to specific products, brands, or stores. Achievement of Satisfaction The basic ingredient in all buyer loyalty is perceived satisfaction with the firm’s store, product, or brand. No buyer is likely to consider seriously repeating purchases when there is no … Continue reading »
Buyers and Loyalty – Types of Buyer Loyalty
Dr. Brian Monger Over the years, we have come to recognise three major types of buyer loyalty. They are product, brand, or store recognition; product, brand, or store preference; and product, brand, or store insistence. Product, brand, or store recognition is simply the ability to identify store, products, or brands with no detailed knowledge about … Continue reading »
