Marketing Strategies in Fmcg Industry

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Marketing Strategies in FMCG Industry
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Marketing Strategies in FMCG Industry
Chapter Two: Literature Review
Over the years, distinct analytical methods have been evolved to optimize effectiveness in marketing consumer goods; although these methods have resided in silos (Aaker, 2002). Given that finally the source of the most important allowances is financial allowance, a holistic analytical structure that embraces this control and esteem is needed. This study adds simultaneously the hitherto distinct disciplines trading ROI estimation and locations how FMCG companies can maximize effectiveness of marketing.

2.1 Dimensions and definition of FMCG marketing strategies
Marketing is utilized to
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Does this mean that consumer goods companies do not practice Interaction or Network marketing as defined by Lal and Padmanabhan (1995). Further, are firms operations necessarily dominated by the practice of these marketing activities? Empirical evidence is required to answer these questions. The second research issue requiring empirical investigation follows from the discussions by Bass, et al (1976) and Gronroos (1994a). They make strong statements that the concept of Marketing reflects a "new paradigm" in marketing thought and practice. Unless the term "paradigm" is used loosely however, a paradigm shift implies that a change has occurred, to one "...whose world view replaces that of an existing world, and whose underlying assumptions replace those of an existing research model" (Stern and Hammond 2004).
However, as Stern and Hammond (2004) notes, as the firm begins to expand the geographic scope of its operations, it enters a wide range of markets, and the degree of cultural and economic diversity between these markets increases sharply. Costs of coordination and information acquisition increase sharply, resulting in diseconomies, which have a negative impact on profit. In the past, the primary focus of FMCG’ international marketing strategy has been affluent developed countries, notably those in the industrial triad and particularly those engaged in marketing consumer goods. These markets have fueled growth and been a key source of profits (Alden
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