Essays on Marketing - Pet Specialty Stores Assignment

Tags: Marketing
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The paper "Marketing - Pet Specialty Stores" is an outstanding example of a marketing assignment. Marketing of a particular product does not just happen vaguely, but it needs good planning to understand the kind of the market one is dealing with. Marketing managers and sales representatives have the task of mining the required information from the targeted market and so that they can use this information to prepare their credible marketing plans (Jacobsen, Grunert, Sondergaard, Steenbekkers, Dekker & Lä hteenmä ki, 2014; pp1). Sometimes getting the right, and enough information concerning a particular industry becomes hard for these marketing officers.

This is because some of the markets are very wide and collecting relevant information might be expensive and time-consuming. Moreover, it is hard for a marketing officer from a different field to find first-hand information on the market of a different industry. However, most experienced marketers use different ways of getting the information they want about the targeted markets. In retrieving the needed information from particular markets or industries, managers have various options they can employ (Song, Cheon, Lee, Lim, Chung, & Rim, 2014; pp 7).

For example, from the case study, Rosina an experienced marketer had already the relevant information concerning the pet speciality store. For Rosina to have the information she had before starting g a job, she must have used several ways in finding it. One of the probable ways is through the association she had with the marketers in similar stores when she was doing her former job. From the case study, she admits that she occasionally visited pet speciality stores in various places in the course of her duties.

Therefore, it is likely that she learned a few things concerning these speciality stores through the interaction of the sales representatives of these stores. Moreover, when she visited these stores, she observed the kinds of products on display. Thus, association with the fellow salespersons in these speciality stores enabled her to have this information before she could even land on this new job (Rosenbloom, 2013; pp12 The second way in which Rosina might have obtained this information is through media advertisements by the stores of such kind (Rosenbloom, 2013; pp12). Most businesses advertise their products through various media.

Media such as magazines, television, posters, billboards and brochures show how the products being sold are displayed in stores. They also explain and demonstrate how to use particular products. Rosina might have gotten the information from the advertisement media that the pet speciality stores use to advertise their commodities. Another way in which Rosina got the information she had was through her work experience. Given the fact that these speciality stores were the competitors of her former employer, and she was among the executive, she understood well what their competitors stored and the business terms of these competitors (Rosenbloom, 2013; pp17).

Thus, she had long term experience in marketing in this industry and knew what kinds of competitors because they competed in selling the same commodities. She could not struggle much in finding information about speciality stores when the stores have been their greatest competitors. Her prior knowledge and experience enabled her to highlight the features of the stores easily.


Bibliographic references

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Rosenbloom, B. (2013). “Functions and Institutions: The Roots and the Future of Marketing Channels." Journal of Marketing Channels, 20, 3/4, pp. 191-203. Accessed 15 September 2014.

Song, G, Cheon, Y, Lee, K, Lim, H, Chung, K, & Rim, H. (2014). 'Multiple categorizations of products: cognitive modeling of customers through social media data mining," Personal & Ubiquitous Computing, 18, 6, pp. 1387-1403. Accessed 15 September 2014.

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