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Retail & Distribution Tutorial Week 12 Answer

Retail & Distribution Tutorial Week 12 Answer

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Published by: Chia Kong Haw on Dec 23, 2010
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ABDT4104 Retail & Distribution Strategy Tutorial 12 Answer 20 December 2010
Question 1
Brands
convey information
to consumers about the nature of the shopping experience. They also affectcustomers
confidence
in their decisions to buy merchandise from a retailer. Finally, brands can
enhancecustomers satisfaction
. Strong brand names can affect the customers decision-making process, motivaterepeat visits and purchases, and build loyalty.
Question 2
I
.
 
P
aid impersonal communicationsa.
 
A
dvertising
- a form of paid communication to customers using impersonal mass media.b.
 
S
ales promotion
- offer extra value and incentives to customers to visit a store/ purchasemerchandise during a specific period of time.i.
 
S
pecial event
- sales promotion program comprising numbers of sales promotiontechniques build around a seasonal, cultural, sporting, musical or other event.ii.
 
I
n store demonstrations
- free samples of merchandise to build excitement in storeand stimulate purchase.iii.
 
C
ontests
- promotional games of skills/ chances.iv.
 
C
oupons
- offer discount on price of specific item at the time of purchase at the store.v.
 
P
op-up-stores
- temporary store fronts that exist for only a limited time andgenerally focus on new product/ limited group of products offered by a retailers,manufacturer/ service provider.c.
 
S
tore atmosphere
- the combination of the stores physical characteristics. Examplearchitecture, layout, sign and display, colour, lighting, temperature and sound.d.
 
W
ebsite
- retailer use their websites to build brand image, inform customers of storelocation, special events, the availability of merchandise in local stores and sell merchandiseand services.e.
 
C
ommunity building
- used website devoted to community building.
I
t offers opportunity forcustomers with similar interest to learn about product and services that support theirhobbies and share information.
II
.
 
P
aid personal communicationa.
 
P
ersonal selling
- it is a communication process in which salespeople help customers satisfiedtheir needs through face-to-face exchange of information.b.
 
E
mail
- sends of message over the internet.c.
 
D
irect mail
- brochure, catalog, advertisement/ other printed marketing material delivered tocustomer through mail or private delivery company.d.
 
M
obile-commerce
- involve communicating via hand phone/ personal digital assistants (
P
DAs)
III
.
 
Unpaid impersonal communicationa.
 
P
ublicity
- communication through significant, unpaid presentation about retailer, usually anews story in impersonal media. Example newspaper and TV coverage.
I
V.
 
Unpaid personal communicationa.
 
W
orth-of-mouth
- communication between people about a retailer. This can be favorable ordetrimental to a retailer.
b.
 
S
ocial shopping
- communication strategy in which consumer use the internet to engage inshopping process by exchange preferences throughand opinions among friend and family.Retailers enlarge customers to post review of products they have bought or used.
 
ABDT4104 Retail & Distribution Strategy Tutorial 12 Answer 20 December 2010
Question 3
I
I
am the marketing manager of 
P
rudential
I
nsurance, one of the personal communication methods that
I
lluse to promote our companys products is by
P
ersonal
S
elling.
Retail salespeople are the primary vehiclesfor providing paid personal communications to customers.
P
ersonal selling is communication processes inwhich salespeople help customers satisfy their needs through face-to-face exchanges of information.Forexample, we will give commission to the salespeople when they successfully close an insurance deal fromthe customers and they will be the one who meets the customers and satisfy the customers needs. They willbe providing the information of the company to the customers and as well as gathering the information fromthe customers.Secondly, the personal communication method that can be used is
E
-mail
. E-mail is another paid personalcommunication vehicle that involves sending messages over the
I
nternet. E-mail, like other forms of electronic communications, can be personalized to specific customers and thus is similar to communicationdelivered by salespeople. Retailers use e-mail to inform customers of new merchandise and specialpromotions, confirm the receipt of an order, and indicate when an order has been shipped. For instance,
P
rudential
I
nsurance can send e-mail to the existing customers and potential customers to update them withthe current offers from the company.Other than that,
D
irect mail
is also another method to promote the companys products. Direct mail refersto any brochures, catalog, advertisement, or other printed marketing materials delivered directly to thecustomers through the mail or a private delivery company. The direct mail piece can go to all customers, asubset of the customers according to their previous purchases, or even on a personalized basis to individualcustomers. For instance,
P
rudential
I
nsurance can mail the customers thorough mail with the brochures of their current insurance plan and keep them informed with the latest informations.Next, the fourth method which can be used is
social shopping.
Social shopping is a communication channelin which consumers use the
I
nternet to engage in the shopping process by exchanging preferences, thoughts,and opinions among friends, family and others. Customers or users review, communicate about, andaggregate information about products, prices and deals. For example,
P
rudential
I
nsurance can encouragetheir customers to post reviews of the products they have bought to their website and let the others toreview the testimony.
Question 4
A
.
 
Store loyalty is referring to the committed consumers that like and habitually visit the same store tomake their purchase.
I
n order to increase the store loyalty, retailer need to take into considerationabout:
 i.
 
Store location- is the prime consideration when consumer considers choosing a store.
 ii.
 
Store layout- capable of influencing consumers store choice.
 iii.
 
M
erchandise- a huge contributor to store loyalty would be what the retailer offer, in term of variety and assortment.
iv.
 
P
hysical appearances- safe environment; appealing; cleanness; etc.
 v.
 
Retail promotion mix- assists consumers through the various stage of the consumer buyingprocess (Chpt4 p.g.99).
vi.
 
Store personnel- include any person with whom the consumer interacts with in carrying outa purchase.

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