Marketing Communication at The Men's Warehouse

This research examines the use of marketing communication at The Men's Warehouse firm. The marketing communications function of a firm involves contacting customers, other parties within the distribution channel, shareholders, the financial community, governmental agencies, and the media (Kotler, 1992, p. 500). This research focuses on the marketing communications between a firm and its customers.

Marketing Communications With Customers

Every company involved in the marketing of products must disseminate information about the existence of the company and its products, the features of the products, the terms for the acquisition of the firm's products, and the ways in which the firm's products will benefit the market being targeted (Kotler, 1992, p. 501). There are four primary activities by which a firm may communicate with its customers. Together, these activities are known as a firm's marketing communications mix (Kotler, 1992, p. 502). These activities are as follows:

1. Advertising. Advertising consists of any paid form of non personal presentation and promotion of ideas, goods, or services by an identified sponsor (Kotler, 1992, p. 502).

2. Personal selling. Personal selling is any oral presentation in a conversation between a representative of a marketing organization and one or more prospective purchasers for the purpose of making sales (Kotler, 1992, p. 502).

3. Sales promotion. Sales promotion involves the offer to prospective purchasers of shortte

Related Essays

Marketing Plan for Disney Toy Characters In Russia .... consumer goods as well as machinery, communication products and .... to be 25 percent of .... and 30 .... of these characters, and the additional marketing of other .... (2799 11 )

Hosiery Industry Case Study .... development, pricing, distribution, and communication policies to .... companies are adopting strategic marketing planning .... a spin-off of the men's underwear business .... (1576 6 )

MARKETING TO CHILDREN .... Surveys are dependent on the direct communication with persons possessing .... A total of 14 women and 6 .... comprised the .... Food & Beverage Marketing, 17(6), 16-17. .... (2767 11 )

Leadership and Communication Styles .... "Marketing" leaders/managers are quite common in .... care, protection, recognition, communication and community .... trucking, nuclear power and men's garment industries .... (2823 11 )

Disney World Marketing .... system within the country, the communication media available .... into developing, promoting and marketing new attractions .... For example, .... are not permitted facial .... (3814 15 )

Conflicting Values of Marketing to Children .... Surveys are dependent on the direct communication with persons possessing .... A total of 14 women and 6 .... comprised the .... Food & Beverage Marketing, 17(6), 16-17. .... (2760 11 )

Bloomingdales', however, must always be aware when contracting for private label brand goods to assure that Bloomingdales' quality criteria are observed. If, within the constraints of the store's quality criteria, a superior value/price ratio can be obtained, then the marketing of private label brand products at Bloomingdales' becomes not only a feasible alternative, but a desirable alternative to sole reliance by the store on national brand products. To a great extent, the manufacturer is responsible for the quality of national brand products, and the manufacturer directs the advertising and promotional campaigns for such products. These characteristics of national brand products do not relieve the retail buyer of any responsibilities related to quality and advertising; however, the focus of the buyer's activities with respect to these characteristics tends to be one of assuring that the manufacturers' responsibilities are clearly and explicitly stated in purchase contracts. By contrast, when private label brand products are marketed by a retailer, the retailer assumes responsibility for product quality, and the retailer directs the advertising and promotional campaigns for such products. The retail buyer in this instance mu

Category: Business - M