What is Branding?  Branding is the use of a name or term along with shapes, colors, or symbols to identify a product person or organization. Branding is a way to make our product stand out and to increase its value. A key thing to remember is the brand can represent the product or the company or the person.  How do we protect our brand? Protecting o...

What is the Bloomberg Terminal? A Bloomberg terminal is a computer system through which investors can access real-time financial data, messages, news, and analytics that help them make profitable decisions in financial transactions. Bloomberg terminal offers access to professional service and the Bloomberg database with which investors and professio...

What is Macro-Marketing?  Macro marketing is the perspective of marketing as a societal system of resource allocation,. In other words, it's a way of thinking about marketing as a driver of the economy.  So, if you're thinking in terms of macro-marketing or taking that perspective, it means that everything that happens with the national and global e...

What is a Requisition? Requisition is often used in procurement, it refers to a formal way of requesting goods and services form a department or supplier. It is generally in written form. There are certain situations where requisitions are used outside of purchase and procurement. In the general sense, when a requisition is used, it means a request ...

How has Technology Affected Personal Selling? Technology has changed the landscape of marketing and selling. Some of the major ways in which technology has affected personal selling include:  Automated Customer Service Automatic Re-Orders Data Collection/Relationship Management Methods and Ease of Communication Activity/Time Use Tracking of Customer...

What is an Appraisal Ratio? An appraisal ratio can be used in different contexts to describe or measure the performance of a fund compared to the benchmark. The appraisal ratio also measures a mutual fund's alpha relative to its risk. This ratio also measures the performance of a fund manager by evaluating how his investment strategies are faring. T...

What is a Market Leader? A market leader refers to a firm with the largest share or also with the highest profitability margin in specific goods or service industry. A market leader has a tendency of using its dominance to influence the direction which the market takes by winning over customer loyalty, pricing, distribution coverage, profit, image, ...

What is a Perceptual Map?  A perceptual map is used to examine how a product or brand is positioned in the market in comparison to competitors. A perceptual map is just a visual representation, kind of like a graph, with two different dimensions (such as price and quality), which could be any sort of combination that you think is important to your p...

What is Unbranding? Unbranding is used in brand management to reduce a brand’s influence or discontinue the brand.  Unbranding is one form of rebranding in which the motivation is typically negative and non-voluntarily. What is Unbranding Used?  Typically because the brand has developed negative associations in the media and/or among consumers, or h...

What is an Opinion Leader? An Opinion Leader (OL) is an individual capable to repeatedly persuade and influence other people's behaviors according to her/his own preferences. Opinion leadership is achieved and sustained through a leader’s technical competence, social skills and compliance with values and norms of his current social system.  It is a ...