Here is the synopsis of our sample research paper on Wal-Mart - How the Marketing Mix Satisfies the Target Market. Have the paper e-mailed to you 24/7/365.
Essay / Research Paper Abstract
This 10 page paper is written in two parts. The first part of the paper looks at the marketing mix and assesses how successfully Wal-Mart's marketing mix suits it target consumers. The issues pr product, price, placement and promotion are all considered. The second part of the paper looks at the way that Wal-Mart could develop future strategies that would appeal to the target market and enhance revenues. The bibliography cites 9 sources.
Page Count:
10 pages (~225 words per page)
File: TS14_TEWMmarket.rtf
Buy This Term Paper »
Unformatted sample text from the term paper:
US alone. In order to assess how well the firm has been in the use of the marketing mix and its ability to appeal to its target market we need
to look at the elements of the marketing mix individually. When looking at how well the company is serving its customers it may be argued that the target market
and the way that the customers are served has always been a part of the Wal-Mart culture. Sam Walton, founder of Wal-Mart stated; "The secret of successful retailing is
to give your customers what they want. And really, if you think about it from your point of view as a customer, you want everything: a wide assortment of good
quality merchandise; the lowest possible prices; guaranteed satisfaction with what you buy; friendly, knowledgeable service; convenient hours; free parking; a pleasant shopping experience."
- Sam Walton (1918-1992) (quoted at Wal-mart, 2009). This is the strategy that the firm has followed in order to gain and retain its dominant position, but more than this
is undertaken to satisfy the target market. When looking at the marketing mix the first consideration is the product, Wal-Mart is a supermarket, and as such sells a wide range
of goods, but the service it is offering and the way that it sells may also be seen as a product, it is an experience as well as a shop,
if this were not true all shoppers would simply go to the closest or the cheapest store and not have any loyalty or any preference. Wal-Mart has a target market
of the mass market so it needs to appeal to a very wide range of consumers. This has been dealt with in a number of ways. The range of goods
...