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Marketing mix stimuli: M&S supermarket
Pages 11 (2761 words)
Marketing mix stimuli - M&S supermarket Table of contents 1. Introduction 3 2. How marketing mix stimuli affects consumer responses 3 2.1 Marketing mix – overview and role 3 2.1.1. Product 4 2.1.2 Price 5 2.1.3 Place 6 2.1.4 Promotion 6 2.2 Interaction between marketing mix stimuli and consumer responses 7 2.2.1 Marketing mix and consumer behaviour 7 2.2.2 Marketing mix and consumer behaviour in practice – the case of M&S supermarket 9 3.
This fact is made clear in the case of Marks & Spencer (M&S) supermarket. M&S is a popular retailer in the global market. In this paper the marketing practices of M&S supermarket are set under examination in order to explore the following issue: is the marketing mix able to affect the cognitive, affective and behavioural responses of consumers and at what level? The review of marketing mix, as used by managers of M&S supermarket, has led to the following assumption: marketing mix has the power to influence various aspects of consumer behaviour. Still, the responses of consumers to a product/ service cannot be precisely identified in advance; only estimations can be made on the basis of the responses of consumers to marketing mix schemes used in markets with similar characteristics. 2. How marketing mix stimuli affects consumer responses 2.1 Marketing mix – overview and role The marketing mix is a framework used in order to secure the success of a product/ service in a new market, known as the target market. Different approaches have been employed for explaining the role of marketing mix. ...
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