Sample of Research Methods & Their Application to Marketing
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The term promotion is being used infrequently in marketing for raising customer awareness about the products, services and brand name of organization. Promotion includes marketing mix elements such as price, place, promotion and products that helps to increase profit and sales (Hill, 2006). This research will analyze and evaluate the effectiveness of promotional and marketing activities of Marks and Spencer that is a leading clothing brand of the UK. Organization is using effective strategies and promotional activities for advertising and marketing of products and services in the targeted market. Report will provide the outcome of secondary research and develop understanding for marketing and promotional activities of Marks and Spencer.
Research report will identify the marketing activities and strategy implemented and used by Marks and Spencer for creating awareness about the product and services offered by the company in different range and prices (Mohr, 2000). It will analyze the issues and factors that affect the promotional effectiveness and advertising policy of the cited organization. From the research report, effectiveness of marketing and promotional campaigning of organization will be analyzed. Marks and Spencer is a major British multinational retailer company that deals in clothing and home products. Organization has developed business worldwide and offering quality products and services. Company is using the technical tools like social and digital media for effective promotion of products and services. It will give the support to researcher for identifying the key areas of marketing where improvement is required to influence positive aspects of marketing assignment help. Report will refer surveys and analyze the secondary data for reliable finding to develop recommendations and improve effectiveness of promotional means.
The research report will discuss the effectiveness of promotional means for increasing the sales and profitability of retail sector organization to meet their objectives. Here, an analysis of the marketing means which is currently used by the company for promoting the brand and product in the business areas has been carried out (Barker, Valos and Shimp, 2012). The study will focus on the the importance of promotional means for retail industry, types of promotional means used by the retail industry of the UK, impact that promotional ways has on the sales and profits of Marks and Spencer and adequate means of promotion for the company. There is a strong relation between sales and promotional means which has a significant impact on the profitability (Malhotra, Wu and Whitelock, 2005). Organization is using effective strategy and promotional activities for advertising and marketing of products and services in the targeted market. Report will provide the outcome of secondary research and develop understanding for marketing and promotional activities of Marks and Spencer. Moreover, Marks and Spencer is considered as it is one of the largest organizations in retail sector and hence possess wide range of promotional activities for developing brand image in targeted business areas. Moreover, they also involve certain set of advertising practices in their promotional policy which will essentially support in gaining better insight of the subject matter.
Promotion and advertising is the most influencing part of a business that helps it to meet the objectives and expand the business areas (Barker, Valos and Shimp, 2012). In the effectiveness of promotion, role of media tools and internet are important as these are cost and time effective for an organization to achieve the goals in more appropriate manners. Bird, (2007) has suggested that promotional means are useful for delivering the information in the wide market areas for increasing the sales and profitability. Company can improve their customer base by offering them reliable and necessary information that might influence the decision of customer to buy the products and services of a particular brand (Bird, 2007). In addition to that, marketing elements and promotional communication tactics are used for educating consumers, increasing demand and gaining competitive advantage. Gupta, (2012) provided his view that effective and creative promotion means allows business to reach out to consumers using various forms of media, strategy and techniques for capturing their attention (Gupta, 2012).
Promotion can be broken down into four categories such as advertising, sales promotion, development of public relation and personal selling that helps in increasing the sales and profit of organizations. Prendergast, (2009) has derived that communication of information and performing the function of marketing organization inform, remind and persuade the customers for buying the products of their brand that directly influence the sales and profitability (Prendergast, 2009). In the context of positive marketing of products and services, organization applied communication tools for effective promotion and exchange of information according to the targeted market. However, these tools and promotional means proves helpful and supportive for growing business but the cost of managing the promotional resources and development of plan affects the financial conditions of the organization. Barrett, (2006) has predicted that promotional means are additional expenditure for organization that increases the cost of product and the trends of advertising is not good for the customer as organizations misguide to improve their sales and profit (Barrett, 2006). In spite of that, promotional activities and means helps organization in encouraging the customers to repeat the purchase as well as increase trust of customers.
Belch, (2011) has suggested that promotional means are used for attracting the customers by developing creative and innovative ads plus promotional activities for products and services that strikes in the mind of customer and influences the demand in the market (Belch, 2011). However, the cost of advertising may hinder the organization to use it for each product but generally, company uses this for introducing new products. Effectiveness of promotional means can be measured by evaluating the sales revenue and cash generated through the advertising and promotional campaign. Every organization uses the promotional means according to the needs and financial conditions. Duncan, (2002) has provided his views for promotion in which advertising is the need of current condition of all the industries and organization that deals in products or services for daily and specific purpose. Advertising agencies use a well defined process for communication and deliver message to customers (Duncan, 2002). Organizations are using advertising and promotional techniques to create awareness and influence the decision of customers. Advertising concept is being used for communicating the desired message to the targeted group of people which will be the potential customers for organizations and can influence the sales and profitability. Advertising is mainly focused on providing all the relevant information to customer for improvingtheir interest and persuade them to try the products or services of organizations (Kadir, 2013). The term promotion is being used infrequently in marketing for raising customer awareness about the products, services and brand name of the organization. Promotion includes marketing mix elements such as price, place, promotion and products that helps to increase the profit and sales. The Federal Council of Advertising industry determines and defines the regulation to overcome the unfair act of promotion and marketing of products or services (Hackley, 2014). Further, the authority has set the norms and limitations for advertising agencies which need to be followed by the business organization that perform the promotional activities. The council monitors approach of advertising firm and tries to overcome the issues like sexual and racial act which affects the values of society In spite of that, promotion needs to be according to the rules and regulations that are proposed by the government and councils that monitor the advertising process of the companies. Promotion may not influence the social and ethical values of any community as well as individual.
O'Guinn, (2014) has done analysis of the promotion means that helps to improve the sales and profit of the organization in which word of mouth plays a critical role in the advertising and enhancement of brand values (O'Guinn, 2014). . Promotion is a primary element that is used in typical marketing mix and advertising efforts that should work in harmony plus product and services according to targeted customers as well as market conditions of organization (Shah, 2005).
Research questions are being framed before formulating the research methodology. Here, research question is framed in accordance with the all the given objectives of the study. The research questions for the present topic under study are being enumerated as below:
The research methodology describes about the process with the help of which an effective data for the study can be gathered by the researcher (Research methodology, 2015). It involves varied tools and technologies with the help of which the objectives framed for the present researcher can be resolved by the scholars in an effective way. In this respect, research methodology is being prepared for the present topic under study named as analyzing the effectiveness of promotional means in improving the sales and profits of Marks and Spencer. It is depicted as below:
With an aim to showcase the evidence for the given study which is on analyzing the effectiveness of promotional means in improving the sales and profits of Marks and Spencer, questionnaire is being attached. The attached questionnaire depicts that the primary research is being carried out by the researcher. Here, before distributing the questionnaire, the customers of Marks and Spencer are thoroughly informed about the research.
with an aim to analyze the assessed data for the study, themes are framed. The themes for the given study which is on analyzing the effectiveness of promotional means in improving the sales and profits of Marks
From the research, it is considered that in the current scenario of business, promotion and advertisement has a significant role in increasing the sales and profit. Marks and Spencer is using effective marketing tactics and strategy that is helping the organization to meet the organizational objectives in a more effective manner as well as improving the customer base around the word. Report has carried out that Marks and Spencer needs to improve the telecommunication marketing as well as of campaigning events for increasing the sales. Company is currently using the social and print media for marketing and promotion that is working effectively to influence the sales and profit.
In the promotion and advertising of retail products, organization has to consider the rules and regulations proposed by the government and advertising councils. The federal council of advertising industry determines and defines the regulation to overcome the unfair act of promotion and marketing of products or services (Shimp, 2013). Moreover, the authority has set the norms and limitations for the advertising agencies which need to be followed by the business that utilizes the promotional means.
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