An analysis which deals fully with the major elements from a marketing point of view* Selection and amplification of ideas which accord with the analysis presented* Work which shows very good grasp of the marketing topic* Effective use of language and a developed critical evaluation * An excellent and cohesive responseCore text – This unit is supported by the following core text:Dibb, S. & Simkin, L. (2013), Marketing Essentials (Second Edition), Cengage, London.Guided reading – the following is expected reading for this unit. Details of what to read and when will be provide in the BREO site reading lists.P.R. Smith & Ze Zook , (2011), Marketing Communications: Integrating Offline and Online with Social Media, Kogan Page. Independent study – to receive high grades you will need to demonstrate your wider reading. The following resources provide useful background reading for the material in this unit.• Campaign• Marketing Week• PR Week• Journal of Integrated Marketing Communications• Journal of Marketing Communications- Harvard system of referencing- A minimum of 5 referenced academic sources is required.- No more than 50% of references may be from the internet.
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For many years supermarkets have engaged in vigorous marketing thus making the flow of products in the shelf and stores to move swiftly. Most of the large supermarket designs their marketing strategies based on socioeconomic profile of the consumers. For example, studies have shown that homogeneity of customer group tend to go for homogeneous products, whereas heterogeneity of customer group tend to demand for heterogeneous products(Melanie, & Marian, 2011). Homogeneity of customer group made the supermarket to excel on specific market segments, but with increased globalization, heterogeneity of customer group is increasing rapidly. Also, the increased use of internet and online marketing, many supermarkets faces stiff competition from online sales. In the past two decades, large supermarket such as Walmart have closed some store because of dwindling returns and increased expenses.
Marketing strategies
Therefore, for supermarkets to adopt the dynamic world of customers as well as keep pace with the competition, it is important for the supermarket to shift to aggressive and reliable marketing strategy. Past marketing strategies focused on customers as the most ultimate prize to be won if the supermarket was to remain at the top………………………………………………………………………………………………………………………………………………………………………………………………………………………………….
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