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Consumer Behavior of WalMart

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Please read the article that I attached, "Wal-Mart's Fashion Faux Pas" about Wal-Mart failed attempt to persuade consumers to buy high end items at its store., and address the following question.

As a marketing consultant to Wal-Mart (hired to help the corporation achieve its goal of getting a segment of the consumer market to purchase expensive, higher quality items at its stores) what communications message(s) and strategy (ies) would you suggest Wal-Mart use to get a segment of consumers to think of Wal-mart as the store where they can find high quality but more expensive items (rather than just the best quality at the lowest price)? Be sure to incorporate as many concepts as you find relevant of Learning and Memory, attitudes, communication, Guerrilla marketing, Viral marketing, social networking and opinion leadership as well as the pertinent lingo.

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Solution Summary

This in-depth solution of 2,486 words describes the the marketing fashions of WalMart, and provides nine suggestions on how WalMart can make a lateral shift to market new products with real-life examples.

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Effective communication techniques: characteristics of consumer behavior

Details: Sometimes it's best to learn from other industries, so you take a break from studying the gourmet food industry. Choose one of the following categories:
Airlines: Southwest Airlines and American Airlines
Computers: Dell and Apple
Clothing: Gap and Ann Taylor
Department stores: Wal-Mart and Nordstroms

Research and discuss the marketing promotions used by the two organizations in your chosen category. Compare and contrast the promotional activities - both online and offline - and discuss why they are successful/or not. You should review World Wide Web and all other media (TV, radio, print, promotional events and items) to view promotions currently being used by both organizations. (You can also use the Library's Full Text database to research articles about these companies' marketing strategies.) Focus your comments on the communication medium and messages, and how they align with the 4 P's.

Objective: Use effective communication techniques.
Discuss the characteristics of consumer behavior.
Discuss the interaction among the marketing mix variables and the implications for product, promotion, price, and distribution management.

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