Marketing: An Introduction (13th Edition)
13th Edition
ISBN: 9780134149530
Author: Gary Armstrong, Philip Kotler
Publisher: PEARSON
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Question
Chapter 11, Problem 11.17VC
Summary Introduction
Case summary:
Company KM which was once a leader in providing discounts, took a backseat to Company W long ago. However, Company KM recently took efforts to provide value to consumers by innovation shows. To gain competition in the market, Company KM started a program which combined both advantages of online and store shopping.
Suppose the product needed by the customer is not available in one store, Company KM would ship the product for free. Company KM revealed an advertisement campaign that showed an uncharacteristic significance to younger consumers. The ad “Ship their pants” has become more viral. Therefore, Company KM got the message out in spades.
Characters in the case:
- Company KM
- Company W
Introduction:
A marketing mix generally refers to the 4P’s, namely price, product, place, and promotion. Based on the industry, the marketing strategies and marketing managers might vary the approaches of the 4 P’s.
To discuss: The ultimate effects of Company KM.
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Once the leader in discount retailing, Kmart long ago took a back seat to Walmart, Target, and others discount chains. But recent efforts to provide value to customers through innovation show that the veteran retailer may still have its edge. To gain a competitive one-up, Kmart started a unique program that combined the benefits of online and brick-and-mortar shopping. When an item that customers wanted to purchase was not in stock at one of its stores, Kmart would ship the item to the customer’s home for free. To launch this program, Kmart unveiled an ad campaign that illustrated an uncharacteristic relevance to younger, tech savvy customers. With the slight-of-mouth message that customers could “ship their pants” (or any of the other 65 million items in Kmart’s inventory) for free, the ad went viral. As a result, Kmart got its message out in spades, entertaining many while offending a few along the way. What kind of customer does the “Ship My Pants” campaign target? How is this…
Once the leader in discount retailing, Kmart long ago took a back seat to Walmart, Target, and others discount chains. But recent efforts to provide value to customers through innovation show that the veteran retailer may still have its edge. To gain a competitive one-up, Kmart started a unique program that combined the benefits of online and brick-and-mortar shopping. When an item that customers wanted to purchase was not in stock at one of its stores, Kmart would ship the item to the customer’s home for free. To launch this program, Kmart unveiled an ad campaign that illustrated an uncharacteristic relevance to younger, tech-savvy customers. With the slight-of-mouth message that customers could “ship their pants” (or any of the other 65 million items in Kmart’s inventory) for free, the ad went viral. As a result, Kmart got its message out in spades, entertaining many while offending a few along the way. After viewing the video featuring Kmart, answer the following questions:…
1. Why would one retailer seek to be part of an exclusive distribution channel while another seeks to be part of an intensive distribution channel?
2. Define the term "total retail experience." Then describe a recent retail situation in which your expectations were surpassed and state why.
Chapter 11 Solutions
Marketing: An Introduction (13th Edition)
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