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论文作者:www.51lunwen.org论文属性:本科毕业论文 Thesis登出时间:2014-08-03编辑:felicia点击率:11513
论文字数:4802论文编号:org201408030912017475语种:英语 English地区:中国价格:免费论文
关键词:市场营销协会市场营销商业利润Chartered Institute of Marketingmarketing
摘要:这是一篇美国留学论文。随着商业的不断发展,营销在商业市场上的作用越来越多,对于营销,有很多定义,主要是指销售者、客户、消费者之间的关系,只有真正了解消费者的需求,才能满足消费者的需求,提高营销效率和营销质量,给业务带来巨大商业利润程。本文简要分析了商业市场中营销的重要性。
Company is still struggling in advertising area whilst their competitors do. That is the biggest threat to the business because Marketing is the key factor to establish the business.
Task 6
Take two of the Primark’s products (e.g. baby cloths, Ladies ware etc) and suggest segmentation criteria that could be applied in different markets.
Marketing segmentation is the subdividing of a market into distinct subsets of customers, where any subset may be selected as a target market to be reached with a distinct marketing mix. Market segmentation is a design to subdivide target market into a manageable form.
Segmenting the market help business make better plan of project. Help to identify profitable market. It is important for business to segment the market to make right decision and identify the market needs.
Positioning is, “The act of designing the company's offering and image so that they occupy a meaningful and distinct competitive position in the target customer's minds” (Kotler 1997). Positioning is all about what the customer thinks about the product or organisation. Therefore it is about visibility and recognition of what a product represents for a buyer.
Primark targets males, females and children within the mass market. Age of company target customers are from early teens to the middle aged (mostly women buying for the family). It has good positions itself in customer’s minds as the cheapest fashion clothing brand in the UK and does not partake in advertising strategies to emphasise this. However, the positioning strategy only works on differentiating Primark as the cheapest clothing retailer, and does not gain a meaningful position in customers minds as being fashion forward.
I would suggest that Primark adopts a positioning concept that emphasises how quickly it responds to new fashions and creates imitations off the catwalk (i.e. product features). Instead of positioning Primark primarily as 'cheap' it would serve them better to create an illusion of youth culture and being fresh and foremost with the newest fashions in a bid to remove associations with mass production and mass culture. One way to overcome on it is, if they would establish an online store, giving Primark an online physical presence also.
The teenage / young adult generation of today are highly influenced and dependent on the internet for research, what people want to see, what is in the fashion world, social networking and downloading music. However, many of the online clothing stores target women aged 25-45 who may see ordering online as more convenient (i.e. Next, Debenhams, Little woods, Dorothy Perkins).
If Primark open an online store it could position itself as a dominant in the minds of teenagers as the most accessible online store, with the freshest fashions. The only competition currently is New Look which is still more expensive about 50% in the case of jeans, accessories and shoes.
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