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发表于 24-9-2007 07:50 PM
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发表于 24-9-2007 07:53 PM
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发表于 24-9-2007 07:56 PM
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发表于 24-9-2007 07:59 PM
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Enhancingcreativity through Marketing Communication
Each student selectsan item categorized as a "shopping product" for which to shop.Students describe the product attributes desired as specifically as possible.If it is a branded product, the brand sought is named. The intent of thisaspect of the assignment is to ensure students start out with a clearconception of the specific product for which they are shopping. Students thenselect and compare two retailers who offer thisproduct. (Reminder:DO NOT PICK GIANT HYPERMARKET IN KELANAJAYA.)
Two issues arecritical in the selection of specific stores. First, retailing factors will bemost salient if two very different stores are compared. Therefore, eachstudent:
i.
Chooses two types of retailers (specialty store,department store, discount store, or "category killer") and visitsone store of each type.
ii.
Second, it is imperative that students choose storeswhere they have never shopped. Retailing factors will be most apparent, and observedmost objectively, in unfamiliar stores.
iii.
Each student visits the two stores s/he selects andrecords observations of specific strategic retailing factors at each store. Thefollowing guidelines encourage attention to detail and provide an outline forthe discussion:
A. Location Factors
- What is the type of location (traditional business district, community shopping center, etc.)?
- How congested is this part of town in general?
- What influence does the neighborhood have on your impression of the store?
- Would you travel to this store under normal circumstances to shop for your product?
B. Exterior Atmospherics
- How convenient is it to get into the parking lot from the street? For example, do you have to drive by and make a U-turn or can you turn in at a stoplight?
- How adequate is the parking? What other parking issues do you notice? For example, is there a parking lot? Are the slots wide or too narrow? Is it a short or long walk to the entrance? Are there are other cars in the lot (if not, how does that make you feel)? How adequate is visibility? Describe the pedestrian traffic in the parking lot and to the store.
- Do you think nearby stores increase the number of customers to "your" store, or is it more likely to be the other way around? Are there direct competitors nearby?
- Does the building have a modern appearance? Does it have an attractive appearance? Is the entrance inviting to potential shoppers? Explain.
Reminder: Complete Stage one report tobe submitted on 01/10/07 during class. |
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发表于 24-9-2007 08:04 PM
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发表于 25-9-2007 12:37 AM
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发表于 26-9-2007 12:21 AM
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发表于 26-9-2007 12:22 AM
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发表于 26-9-2007 12:28 AM
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发表于 26-9-2007 12:30 AM
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