updated 11.11

1. Current Issues in Marketing Management
Chapter 16: Retailing, Wholesaling, and Logistics
Team Garvey
Eric Pastrano Chloe Prosper Nicole Rogers
Yadira Perez Terri Schmidt
MRKT 5303 Marketing Management
Dr. Joonas
Fall 2011

2. Agenda
Retailing: Marketing Decisions
 Introduction
 Service- Customer Service
 Communication
 Private Label Brands
 Direction of Future Research
 Conclusion

3. Executive Summary
Foundation for Research:
 Marketing Management. (13th ed)
Chapter 16: Managing Retailing, Wholesaling, and Logistics
(Kolter & Keller’s 2009)
Scope of Research:
 Retailing
• Customer Service
• Communication
• Private Label Brands
Research Goals:
 Explore current issues in Marketing Management.

4. Introduction
Marketing decisions that entice customers to buy.
Retailing- The activity of selling goods or services directly to an end consumer.
(Kotler & Keller, 2009)
DRIVERS SCOPE OF STUDY
•Marketing Decisions
•Attract& Retain Customers
• Target markets
• Economic Challenges
• Services
• Increased Customer Choice
• Store Atmosphere
• Changing Buying Habits
• Branding
•Analyze Marketing Trends
• Promotion

5. Customer Service
Relationship quality evaluation in retailers’ relationships with consumers (Vesel & Zabkar, 2010).
Purpose: To investigate the relationship quality in retail
organizations as they are impacted based upon
experiences in dealing with the faithfulness of the
consumer
Research: The study was done in a “do it yourself” retail
division using a survey method and telephone
interviewing.
Conclusion/Results: All hypotheses tested were in some
way accepted, agreeing that retaining an loyalty program
with assure long lasting relationships with consumers

6. Customer Service
Relationship quality evaluation in retailers’ relationships with consumers (Vesel & Zabkar, 2010).
Purpose: To investigate the relationship quality in retail
organizations as they are impacted based upon
experiences in dealing with the faithfulness of the
consumer
Research: The study was done in a “do it yourself” retail
division using a survey method and telephone
interviewing.
Conclusion/Results: All hypotheses tested were in some
way accepted, agreeing that retaining an loyalty program
with assure long lasting relationships with consumers

7. Communication
Retailers use a variety of communication tools to generate purchases.
(Kotler & Keller, 2009)
Communication Tools
 Ads
 SpecialSales
 Coupons
 Frequent shopper reward
programs
 Point-of-Sale Material

8. Communication
“Are Consumers Following Retailers to Social Networks?“ (Kuntz &
Hackworth, 2011)
• Use of Social Media Marketing (SMM)
• More retailers are now advertising through SMM
• A nation of social media users
• Half of social media users talk about a product or brand on
Facebook
• Retailers must use SMM in their marketing communication
strategy
• Consumers rather product recommendation vs. “marketed”
• Researched retailers primarily use Facebook, Twitter and
YouTube
• Increased participation on social media helps boost sales

9. Private Label Brand
What is Private Label Branding?
 Store Brand merchandise
Example: Wal‐Mart’s Ol‘Roy dog food
Why are private labels used?
Profitable ‐ Can be priced low, yet yield a high profit
margin
Exclusivity ‐ differentiate themselves from
competitors
“A brand that retailers and wholesalers
develop” (Kotler & Keller, 2009)

10. Private Label Brands
Understanding how negative attitude towards PLBs is overcome.
(Bouhlel, Mzoughi, Hadiji & Slimane, 2011)
Purpose: To research private label brands (PLBs), and understand
barriers to purchasing. The research how attempts to uncover the
relationship between brand personality, brand trust, brand
sensitivity, brand attachment, brand commitment, and purchasing
intentions
Research: Studies were conducted by consumers using a private label
product, focus groups, and mobile advertising
Conclusion/Results: Consumers’ attitudes about a PLB may change
by using a the product. There is a positive relationship between many
dimensions of a brand. Mobile advertising is highly effective these
days

11. Direction of Future Research
Focused intensely in three areas of retailing:
 Customer Service: promotions and
advertisement
 Communication: use social net-works to
assess customer wants/needs
 Private Label Brands: diving deeper into
consumers income to see if the brand will
survive.

12. Conclusion
Three-Part Research
• Service-Customer Services
• Leads to loyalty
• Will positively affect branding
• Communication
• Social Networking
• Internet Advertising
• Packaging
• Private Label Brands
• Excellent merchandise that provides increased value
• Overcoming negative attitudes when perceptions exist
• Mobile advertising

13. Reflections
I am able to understand how the four P’s of marketing are related
to one another”. ~ Eric
This research project demonstrated that some marketing strategies are aligned
with the College of Business (COB) goals”. ~ Yadira
We had to exhibit an extensive amount of team working skills to accomplish an
overall goal”. ~Chloe
“The entire team research experience has significantly contributed
to my conceptualization of the Marketing Management course objects”. ~ Nicole
“I am more confident in my professional development including
the managerial skills and leadership skills that I have learned
throughout this process”. ~ Terri

14. ?
Presented By:
Eric Pastrano Chloe Prosper
Yadira Perez Nicole Rogers
Terri Schmidt.

15. References
Bouhlel, O., Mzoughi, N., Hadiji, D., & Slimane, I. (2011) Brand Personality's Influence on the
Purchase Intention: A Mobile Marketing Case. International Journal of Business and
Management, 6(9), 210‐227.
Kotler, P. ,& Keller, K. L. (2009) Marketing management. (13th ed.). Upper Saddle River, NJ:
Pearson Hall.
Kunz, M .B., & Hackworth, B. A. (2011). Are consumers following retailers to social networks?
Academy of Marketing Studies Journal, 60(2), 1‐22.
Vernuccio, M., Cozzolino, A., & Michelini, L. (2010). An exploratory study of
marketing, logistics, and ethics in packaging innovation. European Journal of Innovation
Management, 13(3), 333‐354.
Vesel, P., & Zabkar, V.. (2010). Relationship quality evaluation in retailers’ relationships with
consumers. European Journal of Marketing, 44 (9/10), 1334‐1365.