MKT 510 Chapter Notes - Chapter 6: Shopping Cart, Customer Switching, Sales Promotion
Document Summary
Brand positioning for price sensitive shoppers, wal-mart is the retailer that helps them feel smart, & live better because only wal-mart delivers unbeatable prices, on the brands they trust, in an easy fast, one stop shopping experience. Point of differentiation low prices, one stop shop, with food offering. Designing marketing communication programs is a complex task. The media environment has changed dramatically in recent years. Tv, radio, magazine & newspaper advertising seem to be losing their grip on consumers: after dotcom booms adversities have returned to the web. Tv advertising is threatened due to the increase penetration of dvrs, & of dvr users skip over the advertisements. 50% of teens 12-17 prefer playing video games than watching tv loss of advertisement viewship. Online sharing & mobile devices are becoming far more critical. The changing media landscape has forced marketers to re-evaluate how they should best communicate with consumers.
