...MARKETING: PRINCIPLES AND PRACTICE SM1010 MARKS AND SPENCERS – PLACE MODULE TUTOR: JAYA AKUNURI SEMINAR TUTOR: RULA AL-ABDULRAZAK CONTENTS Page Introduction 4 Abstract 4 Distribution Channel 5-6 Distribution Strategies 7-8 Conclusion 9 Bibliography 10-11 INTRODUCTION Few producers sell their goods direct to the consumers, however most use third parties or intermediaries to bring their products to the market. They try to forge a distribution channel- a set of independent organisation involved in the process of making a product or service available for use or consumption by the consumer or business user. This report will examine the way Marks and Spencer’s sell their goods direct or indirect to the consumers. The following features...
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...J. of the Acad. Mark. Sci. (2012) 40:102–119 DOI 10.1007/s11747-011-0279-9 Marketing and business performance Neil A. Morgan Received: 28 July 2011 / Accepted: 1 August 2011 / Published online: 20 August 2011 # Academy of Marketing Science 2011 Abstract Academics and managers have struggled for many years to understand and delineate the role of marketing in explaining business performance differences between firms. Most of the theory base for any such attempts has to be informed by strategic management theory, since the primary question that strategic management seeks to answer is why some firms outperform others over time. This paper synthesizes three major streams of thought in strategic management with the empirical and theoretical literature on strategic marketing to develop an integrative theory-based conceptual framework linking marketing with firms’ business performance. Keywords Marketing strategy . Marketing resources . Marketing capabilities . Positional advantage . Competitors . Market performance . Financial performance Introduction The role of marketing in explaining firms’ business performance has received significant attention throughout the history of the marketing discipline. The need to link marketing with business performance has become more Acknowledgements Doug Vorhies contributed to much of the thinking represented in this paper—a version of which we set out to write together more than a decade ago but never got time to...
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...Williams College Marketing principles Submitted by : TASK1 This essay will have a brief definition and explanation of the marketing process and the evaluationn of costs and benefits of the marketing orientation. Marketing is a procedure of planning and conducting ideas and strategies in order to satisfy consumers and organizations. The marketing process contains: * Situation analysis * 5c analysis. Company, customers, competitors, collaborators, climate. * PEST analysis. For macro-environmental political, economic, societal, and technological factors * SWOT analysis. Strengths, weaknesses, opportunities, and threats-for the internal and external situation. * Marketing strategy * Once the best opportunity to satisfy unfulfilled customer needs is identified, strategic plan for opportunity can be developed. * Marketing mix decisions * Product development- specifying, and production the first nuits of the Product * Priming décisions * Distribution contacts * Promotional campaign development * Implementation and control At this point in the process, the marketing plan has been developed and the product has been launched. Given that few environments are static, the result of the marketing effort should be monitored closely. * The advanatges and disavantages of marketing orientation are A company with a marketing orientation has a strategic focus centered on awareness...
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...M I T S L O A N C O U R S E W A R E > P. 1 Note on Defensive Marketing Strategy John R. Hauser There are many interesting aspects of the case on the Brita Products Company. Two of these issues are highlighted at the end of the case. First, Brita learns that a retailer, Target Stores, has installed a display which compares alternative filtration products on their ability to remove contaminants from water. Brita does poorly on this comparison relative to PUR. Second, Brita learns that Procter & Gamble has just purchased a controlling share of PUR water filters, with the implication that PUR will now be marketed by a firm that is known for its marketing expertise and resources. Responding to such threats, whether they be new competitive products, suddenly viable competitive products, or repositioned competitive products, is called defensive marketing strategy. Each year, over a thousand new products are launched in the consumer sector alone, and many times that number in the M I T S L O A N C O U R S E W A R E > P. 2 industrial sector. Many of these new products are perceived to be significant threats to highly profitable businesses. For example, Johnson & Johnson’s Tylenol brand of analgesics once dominated the over-the-counter market for pain relief.1 Tylenol had gained this position through a long series of marketing actions that established it as effective with low side effects. Tylenol, based on acetaminophen, was clearly perceived as much gentler than...
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...200087 Strategic Marketing Management School of Business│Learning guide Autumn 2012 HOW TO USE THIS LEARNING GUIDE ICON KEY Activity Checklist Deadline Handout Hint Important information Online activity Reading Toolkit Warning This learning guide supplements the unit outline and is designed to help you navigate through the unit. It will help you focus on what you need to do for classes and the various assessment tasks. You should consult the relevant section of the learning guide as you plan your study – it will highlight the main things that you should be getting out of the resources available and provide guidance on teaching activities and class preparation. The learning guide also offers some study tips to assist you in developing the skills and techniques of an effective learner at university level. In addition to acquiring information and skills relevant to this unit, you should also focus on developing the habits and tools of a successful university student. As an adult learner you need to take control of your own learning and ensure your own success. This learning guide is specifically designed to help you achieve this. A standard set of icons is used throughout the learning guide to make navigation easier. Use the icons to quickly identify important information, things you need to do and hints for doing them. STAFF Unit Coordinator Peter Cordina Building ED.G.68, Parramatta campus Phone: 9685 9583 Point of first contact Unit administration...
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...Marketing Research and Communications 2 Table of Contents Company Background 3 Introduction 4 Communication Objectives 5 M&S Christmas campaign into SMART terms: 5 Identify target audiences 6 Communications Mix 7 Communications tools 8 Evaluation of effectiveness 11 Marketing Research Techniques 12 Conclusion 14 Reference List: 15 Appendix 16 Company Background Marks and Spencer is one of the biggest public trading company in the world. In the last 129 years, M&S has been transformed from a single market stall to a successful international multi-retailer. Their business is now spread in more than 50 countries and employs almost 82,000 people. M&S now operating in many different markets including Beauty; Food; Drinks; Technology; Clothing; Energy; Banking; Cosmetics and Perfumes…etc. In 2005, they used a tag line “this is not just any food…” This tag line convinced the consumer that they are not just buying high quality of food; they are also buying a high quality of life. Each of these values has helped M&S to become a personal product to their customer. * Please watch Appendix 1 on YouTube for 150 seconds video advert Introduction Every year Christmas is one of the most important festivals in the western society. All retailer business invest large amount of money into advertisement to promote their company. M&S have giving the public an image of “old fashioned” in the past decade. This year they are tying to turn thing...
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...Ola abiola 11634 Business strategy INTRODUCTION Marks and Special background M&S otherwise known as Marks and spencer was founded in 1884 by Michael Marks was born in 1859 in Slonim, Belarus. In 1882 ,he moved to England to escape anti-Semitic discriminate , but had few friends and little money. He came to Leeds, a growing industrial town with a population of over 160,000. He was attracted by its large Jewish community and job opportunities in the thriving clothing trade. At the time Marks couldn't speak English and had no money or particular skill but had a very sharp mind for business and understood what customers wanted and needed . Initially he travelled the towns and villages of West Yorkshire, selling wares from his bag. He later set up a permanent market stall in Leeds, the latter which developed into a successful retail business. Unusually, he always displayed all his goods with clearly priced labels. He started hiring sales assistants to run the stalls. , Selling simple stock such as haberdashery and hardware goods, he adopted the slogan 'Don't ask the price, it's a penny'. This fixed price system and the open display of goods made him very popular. In Leeds as Customers liked being able to inspect the goods and knowing exactly the cost, with no need for haggling. In 1890 Dewhirst a cloth manufacturer offered Marks a £5 loan with this Michael Marks was able to buy his first stock for...
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...Identify marketing research methods in order to obtain and analyse market and competitive data Marketing Research is " the function that links the consumer, customer, and public to the marketer through information — information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process(Brisber,2009) On the questioning- Qualitative marketing research generally used for exploratory purposes - small number of respondents - not generalizable to the whole population - statistical significance and confidence not calculated - examples include focus groups, in-depth interviews, and projective techniques ▪ Quantitative marketing research - generally used to draw conclusions - tests a specific hypothesis - uses random sampling techniques so as to infer from the sample to the population - involves a large number of respondents - examples include surveys and questionnaires. ▪ Techniques include choice modelling, maximum difference preference scaling, and covariance analysis. on observations: ▪ Ethnographic studies -, by nature qualitative, the researcher observes social phenomena in their natural setting - observations can occur cross-sectionally (observations made at one time) or longitudinally (observations occur over several time-periods) - examples include product-use analysis and computer cookie traces. See...
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...you to the academics in the Strategy, Marketing, Governance, Economics and International Business Area. We also want to share with you our research focus areas to assist you to select a topic for your MBL research report in which we could offer you quality supervision. Should you select to do your research in our area you will work with seasoned academics who has a strong track record of successfully supervising both Master’s and Doctoral candidates. Academic Profiles Prof Greg Brown | Greg Brown is an Associate Professor in Economics. | Prof Annemarie Davis | Annemarie is an Associate Professor in Business Management. Her research focus areas are in strategy-as-practice and the middle management perspectives. Annemarie supervises Masters and Doctoral candidates in the Strategy-as-Practice focus area and is currently directing higher degrees in the College of Economic and Management Sciences. | Dr Francois du Toit | Francois is a senior lecturer in strategy and international business. His areas of interest are at the intersections of strategy, marketing and finance; especially the different presentations of social capital in relationship strategies. He has held senior positions in executive management,finance, and, sales and marketingin multinational corporates in the healthcare industry. He a registered chartered business strategist with the Canadian Business Strategy Association. | Prof Mari Jansen van Rensburg | Mari is a Professor of Marketing Management and is the Acting...
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...INFORMS Supermarket Pricing Strategies Department of Economics, Duke University, Durham, North Carolina 27708, paul.ellickson@duke.edu William E. Simon School of Business Administration, University of Rochester, Rochester, New York 14627, misra@simon.rochester.edu Paul B. Ellickson Sanjog Misra M ost supermarket firms choose to position themselves by offering either everyday low prices (EDLP) across several items or offering temporary price reductions (promotions) on a limited range of items. While this choice has been addressed from a theoretical perspective in both the marketing and economic literature, relatively little is known about how these decisions are made in practice, especially within a competitive environment. This paper exploits a unique store level data set consisting of every supermarket operating in the United States in 1998. For each of these stores, we observe the pricing strategy the firm has chosen to follow, as reported by the firm itself. Using a system of simultaneous discrete choice models, we estimate each store’s choice of pricing strategy as a static discrete game of incomplete information. In contrast to the predictions of the theoretical literature, we find strong evidence that firms cluster by strategy by choosing actions that agree with those of its rivals. We also find a significant impact of various demographic and store/chain characteristics, providing some qualified support for several specific predictions from marketing theory. Key words: EDLP;...
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...Part 01 Executive Summary M&S as an organization has faced a number of challenges in its 130 year existence, but has successfully weathered each challenge as it presents itself with relative aplomb. The foundation upon which the whole business has rested since its inception in 1884 was in its initial form, involved selling carefully chosen, good quality goods with low margins, and achieving volume sales (relatively speaking, at least) through Michael Marks' Penny Bazaars in the North West of England. This strategy was overwhelmingly successful, and continued to be the central tenet of M&S strategy for many years. M&S sailed through the depression and several recessions, but at the end of the 1990's something went severely wrong. Profits were falling year on year and the footfall in the stores was lower than it had been for several years. From the year of 1991 to 1998 it started to regain its profit again. But from 1999 the situation started to worsen again. This report sets out many of the reasons for that failure then concludes by suggesting and evaluating the strategic options open to the organization going forward. The report concludes that drawing on the substantial capital resources of M&S, brand and product development are the appropriate measures to take in order to put M&S back on the retail map. 1|Page Part 02 Strategic Profile and Case Analysis Purpose Strategic Profile The case study provided several descriptions on the basic elements of the company...
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...includes the largest store at Marble Arch, London. In addition, the Company has 150 stores worldwide, including over 130 franchise businesses, operating in 30 countries. Background of the Company * Marks and Spencer (M&S) of Britain (often referred to as Marks & Sparks by locals) is a general retailer that sells clothes, gifts, home furnishings, and foods under the St. Michael trademark in the UK, Europe, the Americas and Far East. * The company also operates financial services segment, which accounted for about 3% of the company’s 1998 profits (Dow Jones Industrial 1999) * Marks & Spencer started as a stall in 1884 by Michael Marks in the Leads market using an L5 loan from a wholesaler * Its philosophy is to sell durable merchandise at a moderate price. It has merchandise made to its specifications. * By 1901, the company acquired 35 Outlets as well as a new partner, Tom Spencer * By 1949 all the company’s stores carried mostly private label (St. Michael) products produced by British suppliers (De Nardi-Cole 1998). Case Background * Britain has often been called a country of shopkeepers, and Marks & Spencer (M&S) is undoubtedly the shop keeping leader * With nearly 300 stores in the United Kingdom, M&S is the country’s largest retailer : it holds 17 percent of the UK clothing market * Its marble arch store in London is in the Guinness Book of World Records as the store that takes in more revenue per square foot than...
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...Manag Int Rev (2011) 51:179–192 DOI 10.1007/s11575-011-0071-6 R e s e a R c h a Rt i c l e Effective Global Strategy Implementation Structural and Process Choices Facilitating Global Integration and Coordination Attila Yaprak · Shichun Xu · Erin Cavusgil Abstract: 0 0 this article offers a contingency framework of global strategy implementation effectiveness on firm performance. The research question we seek to address is what the structural and process requirements are for MNEs to successfully implement global strategy through increased efficiency and effectiveness of integration and coordination across world markets. Our central premise is that MNEs’ capabilities in establishing supporting structural and process mechanisms will enhance the effectiveness and efficiency of implementing their global strategies which would, in turn, lead to better firm performance. Keywords: Integration and coordination · Global strategy · Firm performance · contingency framework Received: 25.12.2009 / Revised: 15.08.2010 / Accepted: 11.10.2010 / Published online: 02.04.2011 © Gabler-Verlag 2011 Prof. A. Yaprak () Department of Marketing, Wayne State University, Detroit, USA e-mail: Attila.yaprak@wayne.edu Asst. Prof. S. Xu Department of Marketing and Logistics, University of Tennessee, Knoxville, USA Asst. Prof. E. Cavusgil Department of Marketing, University of Michigan-Flint, Flint, USA 180 A. Yaprak et al. Introduction The globalization of the world economy...
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..."Experiential Marketing in Contemporary Retailing" Experiential Marketing is the process of identifying and satisfying customers’ needs and also the process of building relationships and push forward manufacturers and customers together for long term. It is a technique which always involves the focused audiences through two way interaction, Shaz Smilansky (2009). It`s a new system of promotion which includes cross media campaigns, huge campaigns, live item experience, and travelling display and function to advertise the item. Experiential marketing is the technique of promotion which is directly connected to consumers in mass and events which allows to allow further stage of feelings, gets to know much more personally, results better interaction and all at relatively small budget. Through these encounters of experiential marketing activities will makes a long term impression on audiences and also the way of getting more precise result. It is the ace in the hole of manufacturers and suppliers by offering focused clients a chance to communicate and gain knowledge about the items which allows to raise attention of the items, engage, create remembrances, improve commitment, makes item desire, change the mind of dissatisfied consumers, and allows in the improve return on promotion investment, studymode.com (2011). This hopefully results in a positive reaction of the item by the customer. It is about one on one interaction, unique method to link customers directly to the item, and...
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...C. M E R L E C R A W F O R D STRATEGIES FOR NEW PRODUCT DEVELOPMENT Guidelines for a critical company problem C. Merle Crawford is a faculty m e m b e r at the University o f Michigan. In spite o f much evidence o f its success, many managers hesitate to establish a policy for new product development. Their indecision often arises f r o m two reasons: they fear that a defined strategy may discourage innovation and they are uncertain how to formulate a new product strategy. The author o f this article discredits the f o r m e r notion and, in reply to the latter, proposes the guidelines f o r developing such a statement. As new products are essential to the continued success o f most firms, the strategy must exist and must be operant i f the firm is to avoid wasted time, effort, and money as well as employee confusion and discouragement. For longer than most of us care to remember, Dan Gerber has been proclaiming that babies are his business, his only business. With some nostalgic regret I read recently that he has altered his strategy: he now permits limited diversification b e y o n d products for babies. A leading toiletries manufacturer has an equally tenacious, though unpublicized, commitment to only those new, nonfood, packaged goods that do not compete itemto-item with Procter and Gamble. Richard Rifenburgh, president of Mohawk Data Sciences, manufacturers of peripheral computer equipment, was cited recently in Fortune as a man who, at the present time, would...
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