Homework 1: Marketing Mix Tools

Homework 1 Your Name Subject and Section Professor’s Name July 31, 2019 1 What are the first things that the consumer observes when s/he enters the shopping floor? Based on what you have learned about marketing, why do you think the retailer has put these categories or individual items close to the entrance? Upon entering supermarket one of the things that a consumer would observe would be flowers, liquors, and other household commodities such as kitchen utensils and hardware supplies. Based upon what we learnt from marketing, the reason why the retailer has placed these items in the front part of the store is to increase exposure for these are products with a low turnover rate. By having these products which are not usually bought, as compared to food or toiletries, more people would see these products and could even stimulate their impulsivity in buying them even if they do not need them as of the moment. 2 Go to the analgesics (pain medication) or cough and cold medicine shelf-set in the store. Does the retailer offer private label (the retailer's own brand -- not a nationally advertised brand) or generic products in the category? If so, where are they positioned on the shelf relative to national brand products? Why do you think they are positioned in this way? Upon going to the shelf-set in the store, the retailer’s own brand could be seen at the lower part of the shelf directly at eye-level. While other nationally-advertised brands are placed in the same shelf, they are placed at the higher parts of the shelf instead. Based from previous knowledge, the reason for this is because the retailer’s own brand could generate more profit and opportunities than nationally-advertised brands. In turn, by placing them at eye-level, consumers are more likely to purchase them than those which are harder to reach or see. 3 Look at the end-of-aisle, or “end-cap” displays throughout the store. In general, what types of items are being displayed there? Wha...