Determining the target market and the positioning for a retail store are very important marketing decisions. In a small
3. Determining the target market and the positioning for a retail store are very important marketing decisions. In a small
FOCUS ON Technology
“Mirror, mirror on the wall, who’s the fairest of them all?” This is no
1. Visit www.ezface.com or www.ray-ban.com/usa/science/ fairy tale feature anymore and can be found online or at a retailer
virtual-mirror and use the virtual mirror to try on makeup or near you. EZFace, a virtual mirror using augmented reality, is
sunglasses. Does this technology help you select an changing the cosmetics aisle in some Walmart stores. A shopper
appropriate product for your face? (AACSB: Communication; stands in front of the magical mirror, swipes the bar code of the
Use of IT; Reflective Thinking)
cosmetic she is interested in, and virtually tries it on without open-
2. Find other examples of how retailers are using digital ing the package. No more regrets about buying the wrong shade technologies, such as digital signage and mobile of lipstick! Self-service retailers are interested in this technology technologies, to better serve customers. (AACSB: because it can reduce damaged inventory from consumers open- Communication; Use of IT; Reflective Thinking) ing a package and then not buying it. This is just one of the inter-
active digital technologies that retailers are experimenting with; keep an eye out for many more!
FOCUS ON Ethics
In the United States, paying for purchases with a credit card is old
1. What are the ethical implications of encouraging electronic news. That’s not so in much of Asia. The United States leads the
payment methods compared to cash payments in Asian world in credit cards per capita—2.01, which is much higher than
countries? (AACSB: Communication; Ethical Reasoning; many Asian countries, such as China with 0.15 cards per capita or
Reflective Thinking)
India with 0.02. But that’s changing dramatically. Between 2004
2. Most stores have eliminated layaway options for customers and 2009, Asian card transactions grew 158 percent, approaching and encourage credit purchases. Should retailers encourage one-fourth of the global transaction volume. Asian governments customers to rely heavily on credit? (AACSB: Communication; are encouraging this growth because it stimulates the economy
Reflective Thinking)
and brings in more tax revenue. Retailers embrace it because con- sumers spend more when using cards as compared to cash. This trend is not without critics, however, given the historical aversion to debt exhibited by Asians.
MARKETING & THE Economy
Walmart
ends of their budgets, they are not ready to increase spending, In tough economic times, low-price leaders generally do well. They
even when something enticing goes on sale. Second, better-off keep existing customers and gain new ones who are trading
customers who traded down to Walmart are now feeling more re- down. That was the case for Walmart throughout most of the re-
laxed about spending. But rather than spending at Walmart, those cent economic downturn. But more recently, Walmart has seen a
customers are returning to other stores they frequented prior to changing dynamic. By late 2010, traffic and same-store sales at
the economic downturn. With a bleak forecast for job growth, U.S. stores had been declining for a year. This is puzzling, espe-
Walmart’s revenue trend is not expected to change anytime soon. cially given that the retailer had been aggressively discounting its
1. Are there any other options for Walmart other than waiting already low prices during that period. There are two possible rea-
out the recovering economy?
sons for Walmart’s declining numbers. First, Walmart’s core shop-
2. What needs to change in the external environment before pers have lower average incomes than typical Target shoppers and
Walmart sees stronger growth?
have felt little relief from the economic recovery. Already at the
Parts
» | Marketing: Creating and Capturing Customer Value 3
» | Marketing: Creating and Capturing Customer Value 11
» | Marketing: Creating and Capturing Customer Value 13
» | Marketing: Creating and Capturing Customer Value 25
» | Marketing: Creating and Capturing Customer Value 29
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 37
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 41
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 43
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 51
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 55
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 57
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 63
» | Analyzing the Marketing Environment 65
» | Analyzing the Marketing Environment 71
» | Analyzing the Marketing Environment 73
» | Analyzing the Marketing Environment 77
» | Analyzing the Marketing Environment 79
» | Analyzing the Marketing Environment 81
» | Analyzing the Marketing Environment 85
» | Analyzing the Marketing Environment 87
» | Analyzing the Marketing Environment 89
» | Managing Marketing Information to Gain Customer Insights 97
» | Managing Marketing Information to Gain Customer Insights 99
» | Managing Marketing Information to Gain Customer Insights 103
» | Managing Marketing Information to Gain Customer Insights 109
» | Managing Marketing Information to Gain Customer Insights 111
» | Managing Marketing Information to Gain Customer Insights 113
» | Managing Marketing Information to Gain Customer Insights 115
» | Managing Marketing Information to Gain Customer Insights 127
» | Managing Marketing Information to Gain Customer Insights 131
» | Consumer Markets and Consumer Buyer Behavior 133
» | Consumer Markets and Consumer Buyer Behavior 137
» | Consumer Markets and Consumer Buyer Behavior 141
» | Consumer Markets and Consumer Buyer Behavior 143
» | Consumer Markets and Consumer Buyer Behavior 159
» | Consumer Markets and Consumer Buyer Behavior 163
» | Business Markets and Business Buyer Behavior 165
» | Business Markets and Business Buyer Behavior 175
» | Business Markets and Business Buyer Behavior 179
» What is Eaton’s value proposition?
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 189
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 193
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 197
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 203
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 205
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 207
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 209
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 211
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 213
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 219
» | Products, Services, and Brands: Building Customer Value 223
» | Products, Services, and Brands: Building Customer Value 225
» | Products, Services, and Brands: Building Customer Value 229
» | Products, Services, and Brands: Building Customer Value 237
» | Products, Services, and Brands: Building Customer Value 245
» | Products, Services, and Brands: Building Customer Value 247
» | Products, Services, and Brands: Building Customer Value 249
» | Products, Services, and Brands: Building Customer Value 251
» | Products, Services, and Brands: Building Customer Value 257
» | New Product Development and Product Life-Cycle Strategies 259
» | New Product Development and Product Life-Cycle Strategies 271
» | New Product Development and Product Life-Cycle Strategies 273
» | New Product Development and Product Life-Cycle Strategies 279
» | New Product Development and Product Life-Cycle Strategies 281
» | Pricing: Understanding and Capturing Customer Value 289
» | Pricing: Understanding and Capturing Customer Value 291
» | Pricing: Understanding and Capturing Customer Value 295
» | Pricing: Understanding and Capturing Customer Value 299
» | Pricing: Understanding and Capturing Customer Value 305
» | Pricing: Understanding and Capturing Customer Value 307
» | Marketing Channels: Delivering Customer Value 339
» | Marketing Channels: Delivering Customer Value 347
» | Marketing Channels: Delivering Customer Value 351
» | Marketing Channels: Delivering Customer Value 367
» | Retailing and Wholesaling 373
» | Retailing and Wholesaling 377
» | Retailing and Wholesaling 379
» | Retailing and Wholesaling 393
» | Retailing and Wholesaling 395
» | Retailing and Wholesaling 397
» | Retailing and Wholesaling 401
» | Retailing and Wholesaling 405
» | Communicating Customer Value: Integrated Marketing Communications Strategy 407
» | Communicating Customer Value: Integrated Marketing Communications Strategy 411
» | Communicating Customer Value: Integrated Marketing Communications Strategy 413
» | Communicating Customer Value: Integrated Marketing Communications Strategy 415
» | Communicating Customer Value: Integrated Marketing Communications Strategy 429
» | Communicating Customer Value: Integrated Marketing Communications Strategy 433
» | Advertising and Public Relations 435
» | Advertising and Public Relations 439
» | Advertising and Public Relations 441
» | Advertising and Public Relations 443
» | Advertising and Public Relations 445
» | Advertising and Public Relations 447
» | Advertising and Public Relations 449
» | Advertising and Public Relations 453
» | Personal Selling and Sales Promotion 463
» | Personal Selling and Sales Promotion 469
» | Personal Selling and Sales Promotion 471
» | Personal Selling and Sales Promotion 481
» How is the sales force at Nestlé Waters structured? outsells its top competitors.
» | Direct and Online Marketing: Building Direct Customer Relationships 495
» | Direct and Online Marketing: Building Direct Customer Relationships 499
» | Direct and Online Marketing: Building Direct Customer Relationships 507
» | Direct and Online Marketing: Building Direct Customer Relationships 509
» | Direct and Online Marketing: Building Direct Customer Relationships 515
» | Direct and Online Marketing: Building Direct Customer Relationships 525
» | Creating Competitive Advantage 527
» | Creating Competitive Advantage 529
» | Creating Competitive Advantage 537
» | Creating Competitive Advantage 549
» | The Global Marketplace 551
» | The Global Marketplace 553
» | The Global Marketplace 561
» | The Global Marketplace 573
» | Sustainable Marketing: Social Responsibility and Ethics 581
» | Sustainable Marketing: Social Responsibility and Ethics 583
» | Sustainable Marketing: Social Responsibility and Ethics 587
» | Sustainable Marketing: Social Responsibility and Ethics 595
» | Sustainable Marketing: Social Responsibility and Ethics 603
» | Sustainable Marketing: Social Responsibility and Ethics 605
» | Marketing by the Numbers A21
» | Marketing by the Numbers A27
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