Date JCPenny 1. What steps could JCPenney (Penny) marketers have taken in the planning stage of their advertising campaign to avoid these mistakes? The first thing that the Penny marketers should have done in developing an advertising campaign is to identify and analyze its target market…
Was their objective to change their image from a conservative clothing store to a more fashion-updated store? Did they want to reposition their products? Are they willing to sacrifice their conservative market just to tap another segment of the market? These are essential questions which should have been addressed before deciding to come up with the ad. Another important aspect which Penny might have overlooked is the pre-testing stage of the advertisement. They should have randomly picked out a “consumer jury” who will view the ad and see how they would react to the ad. The “jury” should be representative of their target market, to include their present consumers and the market which they want to tap. Had they done this process, they could have gotten outright feedback on the impact of their ad. 2. How could Penney use public relations strategies to counteract the bad publicity it received as a result of the ad and the t-shirts? As a result of its television commercial entitled “Attitude Adjustment”, Penny suffered from bad publicity. Their customers reacted negatively. This same problem was encountered by Penny when they came out with a T-shirt design with a slogan “Home Skooled”. To counter the negative publicity that they experienced from these instances, I think Penny should try to redeem itself and beef up its reputation again. ...
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(Marketing Essay Example | Topics and Well Written Essays - 500 Words - 4)
“Marketing Essay Example | Topics and Well Written Essays - 500 Words - 4”, n.d. https://studentshare.net/other/30257-marketing.
A marketing concept embraces the philosophy that good marketing strategy always has the needs and wants of the target market in mind. Marketing concepts are formed as creative approaches to the problem of how to get a product needed and desired by a group of consumers to be selected and purchased by this group.
The Marketing Teacher (2000) cited Barwell to expound on the term by indicating that “the marketing concept is a philosophy, not a system of marketing or an organizational structure. It is founded on the belief that profitable sales and satisfactory returns on investment can only be achieved by identifying, anticipating and satisfying customer needs and desires” (Marketing Teacher, par.
Hence marketing becomes one of the most crucial aspects of a business. Kotler et al (2007:7) has defined market as ‘a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others’.
The guerilla marketing campaign of the T-Mobile company was run for five consecutive months by sponsoring near to 25 events in the local festivals, state, and county fairs. T-Mobile has very well comprehended the importance of such marketing initiatives for the company’s success by activating 5,000 new accounts at such events and organizing more than 26,000 “Mobile Makeovers” (Chipps 1).
This is because the objectives of the issues involved can have resemblance. Whether large or small, most marketers if not all, always struggle to meet customer requirements and at the same time meeting their own commercial and marketing objectives. The marketing planning process needs the harmonization of open- based decisions at the peak of the commercial level with more closely distinct actions at the bottom.
It is in this reason that the proponent of this paper tries to gather information about the basic concept of marketing and the probable impacts of internet on the dominant logic of marketing. Considering that the traditional-based marketing has