Marketing Proposal

This research develops a proposal for a marketing research study, the objective of which will be to develop information necessary for the preparation of a strategy to divert spending on the retail purchase of clothing by residents of the Houma, Louisiana Metropolitan Area (Terrebonne Parish and Lafourche Parish) from retail shopping areas located in the New Orleans Metropolitan Area and Baton Rouge Metropolitan Area to retail shopping entities located in the Houma Metropolitan Area. The focus retailer for the proposed marketing research study will be the J. C. Penney store located in the Southland Mall in the City of Houma.

The marketing research proposal presented herein is a comprehensive document. Included in this proposal are (1) the presentation of background information for the proposed marketing research study, (2) a statement of the research problem/opportunity, (3) the justification for the proposed marketing research study, (4) a statement of the research objectives for the proposed marketing research study, (5) a statement of the research questions and hypotheses for the proposed marketing research study, and (7) a research methodology for the proposed marketing research study.

Retail Focus in the Houma Metropolitan Area

The primary retail shopping center for the Houma Metropolitan Area is located in the City of Houma, which is the site of the

. . .
uses the brand), usage consumption imagery (what it feels like to use the brand), and usage situation imagery (under what types of situations the brand is used) can be used effectively with psychographic-based market segmentation, and can cause consumers to associate a personality (such as masculinity or youthfulness) with a specific brand. This personality association creates a non-attribute-based component for a brand. Endorsements by celebrities and sponsorships of athletic events and charities also can create brand associations unrelated to product attributes (Park & Srinivasan, 1994, p. 271). The Retail Department Store and Fashion Retailer Environment Traditional retail clothing stores such as the J. C. Penney Company also continue to face stiff competition from discount stores, such as Wal Mart and Target (Schnieder, 1998). Wal Mart, a discount department store, is now the retail leaders in the United States. Wal-Mart has become the center of attention, because that company has become the nation's largest retailer without operating in any of the country's largest markets. In January 1998, the J.C. Penney Company announced an intention to close 75 stores and lay off approximately 4,900 employees as the company struggl
. . .

Some common words found in the essay are:
Houma Metropolitan, Isaac Michael, Murphy Enis, Baton Rouge, Southland Mall, Penney Company, Park Srinivasan, City Houma, Battle Mind, Ps Marketing, houma metropolitan, baton rouge, marketing research, marketing research study, research study, southland mall, proposed marketing research, proposed marketing, orleans baton rouge, orleans baton, residents houma, penney store, located houma metropolitan, residents houma metropolitan, located houma,
Approximate Word count = 3408
Approximate Pages = 14 (250 words per page)

More Essays on Marketing Proposal