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Select a product from the list below, and then create a print advertisement or a television storyboard for that product.
Make a list of ten images and associations that come to mind for each of the following items: baseball, vinyl record album, spoon, rubber band?
What seems to be the message of each ad? How does the item help create or reinforce an image for the product being sold in the ad?
The beauty-retail store Sephora was founded in 1969 in France and since then has become a leader in sales of heath and beauty-aid products.
Generally speaking, many companies are interested in the potential cost savings of using the same product and promotional mix on a global basis.
Pick a product with which you are very familiar or that you anticipate being able to research easily.
Identify the mode of transportation used between each stage in the channel ? Identify by name and location the component parts of the product.
To fully appreciate the role retailing plays in the U.S. economy, it may be helpful to review a selection of press articles related to the retailing industry.
Explain the dimensions by which retailers can be classified. Many different kinds of retailers exist.
Describe the major types of retail operations. The major types of retail stores are department stores, specialty retailers, supermarkets, drugstores.
Go to the Gift Center at the online wine retailer’s Web site at www.wine. com. How does this site help shoppers select gifts?
Define franchising and describe its two basic forms. Franchising is a continuing relationship in which a franchisor grants to a franchisee the business rights.
Identify a successful retail business in your community. What marketing strategies have led to its success?
Using the abbreviations in parentheses, place each of the following products and services along the continuum below: a new car (C), designer jeans (J).
What assumptions can you make about the ability to assess the quality of goods compared to services?
Web sites such as www.cancerpage.com offer cancer patients sophisticated medical data and advice in exchange for personal information.
What service aspects are provided with the product? List specific examples of how you can incorporate all five elements of service quality into your offering.
With whom should your chosen company practice relationship marketing? E-marketing is particularly vulnerable to breakdowns in client relationships.
Describe how MinuteClinic puts the following promotion strategies to work for them: stressing tangible cues, using personal information sources.
You probably think of Kodak as selling only products. In fact, the company has an entire division, the Graphic Communications.
Your family runs a specialty ice cream parlor called Scoops. It manufactures its own ice cream in small batches and sells it only in pint-sized containers.
Retailers and merchant wholesalers take title, but agents and brokers do not. Retailers are firms that sell mainly to consumers.
Describe the channel structures for consumer and business products and discuss alternative channel arrangements.
Discuss the issues that influence channel strategy. When determining marketing channel strategy, the channel manager must determine what market.
Describe the different channel relationship types and their unique costs and benefits.