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
AgendaRetailing: Marketing Decisions Introduction Service- Customer Service Communication Private Label Brands Direction of Future Research Conclusion
Executive SummaryFoundation for Research: Marketing Management. (13th ed) Chapter 16: Managing Retailing, Wholesaling, and Logistics (Kolter & Keller’s 2009)Scope of Research: Retailing • Customer Service • Communication • Private Label BrandsResearch Goals: Explore current issues in Marketing Management.
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 Decisions•Attract& Retain Customers • Target markets • Economic Challenges • Services • Increased Customer Choice • Store Atmosphere • Changing Buying Habits • Branding•Analyze Marketing Trends • Promotion
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
CommunicationMarketing, Logistics and Ethics (Vernuccio, Cozzolino &Michelini, 2010) Purpose of article/study Study Setting Synopsis Conclusion Limitations
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
Private Label Brand A brand that retailers and wholesalers develop. (Kotler & Keller, 2009)• Unique merchandise only Example: GAP, Express, available at a particular American Eagle retailer Example: Merchandise, service,• Exclusivity boosts store advertisement, and consumer loyalty income• Must understand Example: the manner in which customers perception of the store is setup is a key store factor.“A brand that retailers and wholesalersdevelop” (Kotler & Keller, 2009)
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
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.
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
Reflections I am able to understand how the four P’s 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
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), 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 withconsumers. European Journal of Marketing, 44 (9/10), 1334‐1365.