Investigate and appraise the role of marketing management in a retail organisation or brand of your choice
Investigate and appraise the role of marketing management in a retail organisation/brand of your choice. This retailer must have originated off-line (ie bricks-and-mortar/physical stores) and must operate at a national +/or international level, with a presence in the UK, HK and/or your home town.
Thoroughly research your chosen organisation/brand and the marketing environment within which it operates, to:
• Critically evaluate the challenges faced by those responsible for marketing the organisation/brand in the digital era (50% weighting).
• Critically evaluate the transformations in their marketing practices and thinking that are occurring in response to changes in the technological and social environments and whether they are adopting an integrative approach (50% weighting).
Your work should be underpinned with theory and illustrated with evidence from a range of recent, credible academic and practitioner sources.
Read the article “Millennial longing” and answer all the questions individually
Questions:
- What does the article tell us about the characteristics of millennials and the difficulties marketers face in targeting them?
- How have marketers responded?
- What do you suggest is the best approach that marketers should take in order to meet the challenges of targeting these consumers? Explain your answer.
- Now consider yourselves as consumers. How have your own expectations changed? What have been the reasons for/influences on, these changes?
- In what ways do marketers seek to influence your behaviours? Give examples of marketers’ responses to your behaviours?
- What are the costs vs. benefits of these strategies? Do they create loyalty?
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