Marketing Communication at The Men's Warehouse

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

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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
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Approximate Word count = 2853
Approximate Pages = 11 (250 words per page)

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