team garvey ppt.final.12

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Current Issues in Marketing Management Team Garvey Chapter 16: Retailing, Wholesaling, and Logistics Chloe Prosper Terri Schmidt Nicole Rogers MRKT 5303 Marketing Management Dr. Joonas Fall 2011 Eric Pastrano Yadira Perez

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Marketing Mgmt Team Project.

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Page 1: Team garvey ppt.final.12

Current Issues in Marketing Management

Team Garvey

Chapter 16: Retailing, Wholesaling, and Logistics

Chloe Prosper Terri Schmidt

Nicole Rogers

MRKT 5303 Marketing Management Dr. Joonas Fall 2011

Eric PastranoYadira Perez

Page 2: Team garvey ppt.final.12

Introduction Service- Customer Service Communication Private Label Brands Direction of Future Research Conclusion

AgendaRetailing: Marketing Decisions

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Executive Summary

Scope of Research: Retailing

• Customer Service• Communication• Private Label Brands

Foundation for Research: Marketing Management. (13th ed)

Chapter 16: Managing Retailing, Wholesaling, and Logistics (Kolter & Keller’s 2009)

Research Goals: Explore current issues in Marketing Management.

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DRIVERS

•Attract & Retain Customers • Economic Challenges• Increased Customer Choice• Changing Buying Habits

•Analyze Marketing Trends

•Marketing Decisions • Target markets• Services• Store Atmosphere• Branding • Promotion

SCOPE OF STUDY

Introduction Marketing decisions that entice customers to buy. Retailing- The activity of selling goods or services directly to an end consumer.(Kotler & Keller, 2009)

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Purpose: To investigate the relationship quality in retail organizations as they are impacted based upon experiences in dealing with the faithfulness of the consumer

Research: The study was done in a “do it yourself” retail division using a survey method and telephone interviewing.

Conclusion/Results: All hypotheses tested were in some way accepted, agreeing that retaining an loyalty program with assure long lasting relationships with consumers

Customer ServiceRelationship quality evaluation in retailers’ relationships with consumers (Vesel & Zabkar, 2010).

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CommunicationMarketing, Logistics and Ethics (Vernuccio, Cozzolino &Michelini, 2010)

Purpose of article/study Study Setting Synopsis Conclusion Limitations www.bing.com/images

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Communication“Are Consumers Following Retailers to Social Networks?“ (Kuntz & Hackworth, 2011)

• Use of Social Media Marketing (SMM)• More retailers are now advertising through SMM• A nation of social media users• Half of social media users talk about a product or brand on

Facebook• Retailers must use SMM in their marketing communication

strategy• Consumers rather product recommendation vs. “marketed”• Researched retailers primarily use Facebook, Twitter and

YouTube• Increased participation on social media helps boost sales

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• Unique merchandise only available at a particular retailer

• Exclusivity boosts store loyalty

• Must understand customers perception of store

Example: GAP, Express, American Eagle

Example: Merchandise, service, advertisement, and consumer income

Example: the manner in which the store is setup is a key factor.

Private Label Brand A brand that retailers and wholesalers develop. (Kotler & Keller, 2009)

“A brand that retailers and wholesalersdevelop” (Kotler & Keller, 2009)

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Private Label Brands

Purpose: To research private label brands (PLBs), and understand barriers to purchasing. The research how attempts to uncover the relationship between brand personality, brand trust, brand sensitivity, brand attachment, brand commitment, and purchasing intentions

Research: Studies were conducted by consumers using a private label product, focus groups, and mobile advertising

Conclusion/Results: Consumers’ attitudes about a PLB may change by using a the product. There is a positive relationship between many dimensions of a brand. Mobile advertising is highly effective these days

Understanding how negative attitude towards PLBs is overcome.(Bouhlel, Mzoughi, Hadiji & Slimane, 2011)

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Direction of Future Research

Customer Service: promotions and advertisement

Communication: use social net-works to assess customer wants/needs

Private Label Brands: diving deeper into consumers income to see if the brand will survive.

Focused intensely in three areas of retailing:

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ConclusionThree-Part Research

• Service-Customer Services• Leads to loyalty• Will positively affect branding

• Communication• Social Networking• Internet Advertising• Packaging

• Private Label Brands• Excellent merchandise that provides increased value• Overcoming negative attitudes when perceptions exist• Mobile advertising

Page 12: Team garvey ppt.final.12

ReflectionsI am able to understand how the four P’s of marketing are related

to one another”. ~ Eric

This research project demonstrated that some marketing strategies are aligned with the College of Business (COB) goals”. ~ Yadira

We had to exhibit an extensive amount of team working skills to accomplish an overall goal”. ~Chloe

“The entire team research experience has significantly contributedto my conceptualization of the Marketing Management course objects”. ~ Nicole

“I am more confident in my professional development includingthe managerial skills and leadership skills that I have learned

throughout this process”. ~ Terri

Page 13: Team garvey ppt.final.12

Presented By:Eric PastranoYadira Perez

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Chloe Prosper Nicole Rogers Terri Schmidt.

Page 14: Team garvey ppt.final.12

References Bouhlel, O., Mzoughi, N., Hadiji, D., & Slimane, I. (2011) Brand Personality's Influence on the Purchase Intention: A Mobile Marketing Case. International Journal of Business and Management, 6(9), 210 227.‐

Kotler, P. ,& Keller, K. L. (2009) Marketing management. (13th ed.). Upper Saddle River, NJ: Pearson Hall.

Kunz, M .B., & Hackworth, B. A. (2011). Are consumers following retailers to social networks? Academy of Marketing Studies Journal, 60(2), 1 22‐ .

Vernuccio, M., Cozzolino, A., & Michelini, L. (2010). An exploratory study of marketing, logistics, and ethics in packaging innovation. European Journal of Innovation Management, 13(3), 333 354.‐

Vesel, P., & Zabkar, V.. (2010). Relationship quality evaluation in retailers’ relationships with consumers. European Journal of Marketing, 44 (9/10), 1334 1365.‐