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- 1. Current Issues in Marketing Management Chapter 16: Retailing, Wholesaling, and Logistics Team Garvey Eric Pastrano Chloe Prosper Nicole Rogers Yadira Perez Terri SchmidtMRKT 5303 Marketing ManagementDr. JoonasFall 2011
- 2. AgendaRetailing: Marketing Decisions Introduction Service- Customer Service Communication Private Label Brands Direction of Future Research Conclusion
- 3. Executive SummaryFoundation for Research: Marketing Management. (13th ed) Chapter 16: Managing Retailing, Wholesaling, and Logistics (Kolter & Kellers 2009)Scope of Research: Retailing Customer Service Communication Private Label BrandsResearch Goals: Explore current issues in Marketing Management.
- 4. Introduction Marketing decisions that entice customers to buy. Retailing- The activity of selling goods or services directly to an end consumer. (Kotler & Keller, 2009)DRIVERS SCOPE OF STUDY Marketing DecisionsAttract& Retain Customers Target markets Economic Challenges Services Increased Customer Choice Store Atmosphere Changing Buying Habits BrandingAnalyze Marketing Trends Promotion
- 5. Customer ServiceRelationship quality evaluation in retailers relationships with consumers (Vesel & Zabkar, 2010). 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
- 6. Customer ServiceRelationship quality evaluation in retailers relationships with consumers (Vesel & Zabkar, 2010). 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
- 7. CommunicationRetailers use a variety of communication tools to generate purchases.(Kotler & Keller, 2009)Communication Tools Ads SpecialSales Coupons Frequent shopper reward programs Point-of-Sale Material
- 8. CommunicationAre 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
- 9. Private Label Brand What is Private Label Branding? Store Brand merchandise Example: WalMarts OlRoy dog food Why are private labels used? Profitable Can be priced low, yet yield a high profit margin Exclusivity differentiate themselves from competitorsA brand that retailers and wholesalersdevelop (Kotler & Keller, 2009)
- 10. Private Label BrandsUnderstanding how negative attitude towards PLBs is overcome.(Bouhlel, Mzoughi, Hadiji & Slimane, 2011) 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
- 11. Direction of Future ResearchFocused intensely in three areas of retailing: 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.
- 12. 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
- 13. Reflections I am able to understand how the four Ps of marketing are related to one another. ~ EricThis research project demonstrated that some marketing strategies are aligned with the College of Business (COB) goals. ~ YadiraWe 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 including the managerial skills and leadership skills that I have learned throughout this process. ~ Terri
- 14. ?Presented By: Eric Pastrano Chloe Prosper Yadira Perez Nicole Rogers Terri Schmidt.
- 15. ReferencesBouhlel, O., Mzoughi, N., Hadiji, D., & Slimane, I. (2011) Brand Personalitys Influence on thePurchase Intention: A Mobile Marketing Case. International Journal of Business andManagement, 6(9), 210227.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), 122.Vernuccio, M., Cozzolino, A., & Michelini, L. (2010). An exploratory study ofmarketing, logistics, and ethics in packaging innovation. European Journal of InnovationManagement, 13(3), 333354.Vesel, P., & Zabkar, V.. (2010). Relationship quality evaluation in retailers relationships withconsumers. European Journal of Marketing, 44 (9/10), 13341365.
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