Retailing Management Study Set 4

Business

Quiz 15 :

Retail Communication Mix

Quiz 15 :

Retail Communication Mix

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Outline some elements in a communication program that can be used to achieve the following objectives:(a) Increase store loyalty by 20 percent.(b) Build awareness of the store by 10 percent.(c) Develop an image as a low-price retailer. How would you determine whether the communication program met each of these objectives
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Communication program refers to integrated marketing approach used by the marketers to in order to promote the firm's awareness among the customers and also about the firm's offerings. It includes communication platforms like advertising, direct marketing, personal selling, digital marketing, sales promotion, personal selling etc.
The following are the elements in a communication program to achieve the following objectives:
(a) To increase the store's loyalty by 20 percent, the retailer can introduce loyalty rewards for the customers wherein the customers would be offered discount or price reduction in their purchases and are offered points at every purchase made by them. These points can be redeemed for cash by the customers and will reduce the bill of the products bought by the customers.
(b) To build store's awareness by 10 percent, the retailer can use various marketing communication mediums like store's advertisement in newspaper, lifestyle magazines, etc. The firm can also make use of radio marketing which will create store's awareness to a large scale.
(c) To develop an image of low-price seller, the retailer can run various communication programs like it can organize frequent sales which can communicate the customers that the store sells discounted products.
To determine whether the communication program has met each of the given objectives, the retailer has to evaluate and check the increase in the number of customer loyalty membership of the store. The firm also has to check whether there is a substantial increase in the customer footfall in the store which will suggest the increase in the store's awareness and the retailer will be considered as a low-price seller.

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Where do you think pop-up stores would be most successful Why What type of merchandise would sell well from this format Explain.
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An extreme type of sales promotion is a pop-up store. Pop-up stores are temporary storefronts that exist for only a limited time and generally focus on a new product or limited group of products offered by a retailer. They are also used by some retailers during the holiday season to increase exposure and convenience shopping for their customers without having to invest in a long-term lease.
Seasonal merchandise, specialized or unique merchandise, to launch a new product or line, as a charity event, to test a new market, can generate publicity, etc.

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A retailer plans to open a new store near a university. It will specialize in collegiate merchandise such as apparel, accessories, and school supplies. Consider the pros and cons of each of the following media: TV, radio, city newspaper, university newspaper, local magazine, web site, blog and event sponsorship for this retailer to capture the university market.
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Communication program refers to integrated marketing approach used by the marketers to in order to promote the firm's awareness among the customers and also about the firm's offerings. It includes communication platforms like advertising, direct marketing, personal selling, digital marketing, sales promotion, personal selling etc.
A retailer plans to open to a new store near a university that will specialize in selling collegiate merchandise like apparel, accessories, and other school supplies. The following are the pros and cons of the given media that can be used by the retailer to capture the university market :
• The pros of TV can be that large number of customers can be reached with the use of this communication channel and could be made aware of the store's offerings. However, the cons of this channel can be that the it could be very expensive to book a space in the television ad to promote a university store and it could not be affordable for the retailer.
• The pros of radio can be that large masses can be reached at the same time which would increase the store's awareness and popularity. However, the cons can be that the customers could not be personally appealed in the absence of visuals that are not available in radio platform.
• The pros of city newspaper can be that large number of customers can be reached with the use of this communication channel and could be made aware of the store's offerings. However, the cons of this channel can be that the it could be very expensive to book a space in the newspaper to promote a university store and it could not be affordable for the retailer.
• The pros of university newspaper can be that large number of students can be reached and made aware of the store's offerings with the use of this communication channel and that too at affordable cost. The cons of this media can be that the awareness about the store would get limited only to university students and faculties and outside customers would not be made aware of the store.
• The pros of local magazine can be that large number of students can be reached and made aware of the store's offerings with the use of this communication channel. However, the con of this media can be that the retailer might have to pay good amount of money to advertise in the local magazine.
• The pros of the website and blog can be that people can directly order their desired merchandize at the store's site itself and there would be no need to personally visit the store. However, the cons can be that customers would only visit the store's website and blogs by the retailers when they will be informed about the existence of the store and its offerings through other mediums. Unless, customers will be aware of the store, it is not possible for them to visit the store's site and its blogs.
• The pros of event sponsorship can be that large number of students visiting the event will be made aware of the store which will increase the store's sales and its popularity. However, the cons of this media can be that retailer has to pay huge money in order to sponsor the event.

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Review Exhibit 15.2, "Kinds of Sales Promotion," and describe which of these consumer promotions have been successful with you as a consumer. Which ones have not been successful Explain your responses.
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What are the positive and negative aspects of direct marketing from the customer's perspective
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How do brands benefit consumers Retailers
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Retailers use television advertising to build a brand image. Television advertisers have identified many types of markets on the basis of the day, time, and type of show during which their ads may appear. During which days, times, and types of shows should retailers advertise the following categories of merchandise: grocery, paint, beer, cars, and health club memberships Why
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What factors should be considered in dividing up the advertising budget among a store's different merchandise areas Which of the following should receive the highest advertising budget: staple, fad, fashion or seasonal merchandise Why
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Why do some online retailers include editorial and customer reviews along with product in-formation on their Web sites Explain how this may influence the consumer's buying behavior.
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How can advertising, personal selling, public relations, direct marketing, and sales promotion complement one another in an integrated marketing communications pro-gram How can a retailer's customer relationship management program support these activities
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