Analysis of Current and Future Technologies on Relationship Marketing: A Study on Walmart

This dissertation analyzes the impact of current and future technologies on relationship marketing, with a focus on Walmart. It identifies different technologies used by Walmart's marketing managers, analyzes their impact on marketing and sales, and determines the challenges faced during marketing procedures and increasing sales.

Research proposal
(Analysis of the current and future
technologies on relationship marketing)

Research aim
To analyse the current and future technologies used by the marketing managers to
improve relationship between marketing and sales: A study on Walmart
Research objective
 To understand the concept of marketing and sales in the context of UK retail industry
 To identify different technologies used by the marketing manager of Walmart in
improving their marketing and sales
 To analyses the impacts of technologies on marketing and sales of Walmart
 To determine the challenges which Walmart face during marketing procedure and
increasing their sale
Research question
 What is the concept of marketing and sales in the context of UK retail industry?
 What are the different technologies used by the marketing manager of Walmart in
improving their marketing and sales?
 What is the impacts of technologies on marketing and sales of Walmart?
 What are the challenges which Walmart faced during marketing procedure and increasing
their sale?
Research problem
The major problem that is identified in the current investigation is that if ognaisation does not
adopt the current as well as future technology in their marketing then they will not make a better
and effective relation with their product and the customer. In recent time technology plays a key
role in the marketing (Thaichon and et. al, 2019). They help the organization to gain more
customer base for their company as well as create a strong brand image for their goods and
services. In the absence of technology, they cannot attract the customer as well as gain
competitive edge from their rivalry. Thus, it is crucial for the companies in recent digital era to
use different types of technologies while marketing product in the market.
Significance of the study

The current investigation is significant as it helps in gaining the in-depth knowledge about the
concept of marketing and sale. In the current era where the use of technology has increased it is
very vital for the organisation to use various technologies in their business operation. Because
this helps in promoting the goods and services in innovative and creative way. The current
investigation is also important for the researcher, organisation and managers. Researcher will use
this investigation to develop their understanding on the topic so that further investigation can be
done in sound manner (Das and et. al, 2022). For marketing manager this is important as it helps
them to know about the various technologies which they can also use in their organisation. For
organization it is important as they will get to know about the significance of technologies in
sales and marketing.
Research rational
The main rational for executing the current investigation is to gain deeper insight about the topic
so that overall investigation can be done in valuable manner. This investigation helps the
researcher to know the concept of marketing and sale so that they can execute the investigation
in effective manner (Chatterjee, Ghosh and Chaudhuri, 2020). The current investigation also aids
in knowing the different types of marketing technology which is used by the managers in their
company. Apart from this the existing investigation would also highlight the impact of
technology and the challenges faced while implementing the technology in marketing procedure
and improving the sale.
On the other hand, the present research also assists in attaining dual perspective which are
personal and professional. In respect to the personal objective various skill will be acquired
which helps in completing the investigation in systematic manner. On the other hand, with
respect to the professional objective these skills help in executing the future research in sound
manner (Sousa and Alves, 2019).

LITERATURE REVIEW
Concept of marketing and sales
According to the view of Holbrook (2018), marketing is one of the important process for
the organisation because it is the procedure which helps the company to promote their goods and
services to the right people at right time and place. It is the tool which is used by the company to
make an effective interaction and communication with the targeted audience so that they can
promote their idea, goods and services within the market. Basically there are 7 P’s of marketing
which is used by the organisation that are product, place, promotion. Price, people, packaging
and positioning. This all together helps in making an effective relationship between the customer
and sale of the organisation. In recent time the working and tactics of marketing change in lot
manner. Companies are acquiring various technologies in marketing so that they can gain
advantage out of it. In fact, various organisation are developing future technology so that they
can gain future benefits in best manner.
As per the view of Boris and Sergey (2018), Sale is the interconnection and interaction
between the buyers and seller of the product. Here one good is exchanged in terms of another.
Sale can take place between tangible goods, intangible goods, assets or between money. In a very
short language it is a contract where the transfer of ownership is granted to another in terms of
money.
Different technologies used by the marketing manager
In the view of Saputra (2021), technology enables the organisation to make an effective
relationship with the sale and also enables the customer to communicate with the customer in
creative way. In the current time the most beneficially technology in the market is artificial
intelligence and machine learning. These two helps the company to improve their sale and
promote the product in better manner. Some of the technologies used by the marketing manager
in current as well as in future time are as follow:
Artificial intelligence:
This is the technology in which an effective communication is made by the company with the
buyers. In this company uses deep learning and machine learning elements in their business

operation so that involvement of the employee can be reduced ad customer experienced can be
improved (Eze, Chinedu-Eze and Bello, 2020).
Search engine marketing:
Another technology that can be used in marketing is search engine marketing. In which
company uses paid marketing services to promote their product on different websites such as
Google ads, Netflix and many more.
Impacts of technologies on marketing and sales
According to the view of Blut and Wang (2020), the right technology helps the company
to create a positive impact on the sale and marketing activities of their organisation. With the use
of technology and network in the marketing organisation are able to gain various advantage.
Some of the impact of technology on marketing are:
Improved customer relationship: The foremost impact of technology for an
organisation is better and excellent customer relation. With the technique an innovative and
attractive interaction is made which helps in building strong relation with the buyers.
Generate leads: Another impact of technology on organisation is it helps in generating
leads for the company. As company product their goods and services using various social media
sites. This helps them to gain customer attraction as well as increase the sale for the company
(Berkowitz, 2021).
Some of the other impact of technology is improved marketing, gaining customer base, increased
productivity, more personalization and many other.
Challenges faced during marketing procedure and increasing their sale
As per the view of Sharma and Bumb (2021), there are numerous challenges which
company face during the marketing procedure and increasing the sale of the company. Theses
challenges sometime hinder the performance of the company. The issue which company faces
are as follow:
Measuring the ROI:

One of the vital problem which marketing manager encounter is evaluating the rate of return for
their activities. As the process of marketing is ongoing process which keeps on going so
sometime it become difficult for the organisation to inspect the return they will get on the
amount which they spend in promoting goods and services.
Maintaining sufficient budget:
Another issue which marketing team face is lack of funding and resources to advertise product
and increase their sale. Sometime due to insufficient budget they are not able to advertise or
promote the product as per their expectation. While deciding the budget some of the key
components need to be consider which are customer acquisition cost, customer lifetime value,
conversion rate and many more (İnci and et. al, 2021).
Recruiting effective team:
One of the crucial challenges in the marketing procedure is hiring the effective marketing team
for their company. Staffing issue is the most vital problem and this impact the marketing process
as well as also impact the sale.

RESEARCH METHODOLOGY
This section is used by the researcher to identify the type of information needed in the
research and then using various method to collect and analysed the kind of data. This section also
helps in achieving the aim and objective by addressing the research problem in better way.
Research methodology is further divided into various activities that helps in maintain the validity
and reliability of the study (Iovino and Tsitsianis, 2020).
Research philosophy: This is the part of the research which helps in knowing the right
type pf information which is needed to categories the social world. In this researcher uses the
phenomenon to know the world. It is divided into two parts which are positivism and
interpertivism. According to the current investigation, researcher will be choosing positivism
philosophy. This is because it helps in recognize the pattern and trends in the society with the
assistance of quantitative data (Thomas, 2021).
Research approach: It is very important in the research, to address the research problem
which is being identified. There are two ways through which research problem can be evaluated
which are deductive and inductive approach. As per the present research topic, investigator will
be opting for deductive approach. The main purpose for selecting this is problem will be
addressed in beneficially manner as quantitative data will be used for evaluating (Whicher,
Philbin and Aronson, 2018).
Research strategy: Strategy is a step by step plan which is used to provide the path for
the thought of the researcher. Through strategies investigator know about the direction in which
they can gather data for their ideas and opinion. Some of the research strategy are survey,
experimental research, systematic literature review and many more. In the current investigation,
both survey and systematic literature review strategies will be selecting by the researcher. The
main purpose for survey is that it will accumulate quantitative data and for systematic literature
is that qualitative data will be gathered in less time and cost (Sileyew, 2019).
Research choice: Two research method is there for gathering and analyzing data which
are quantitative and qualitative. As per the present investigation, researcher will be opting for
quantitative research method. This is because it will accumulate numerical information for the

study, which helps in achieving the aim and objective in valid and reliable manner (Knottnerus
and Tugwell, 2018).
Time horizon: There are two-time framework to know the point at which data will be
collected which are cross sectional and longitudinal. In the current investigation, investigator will
be selecting cross sectional time horizon. This is because this will help in gathering data for the
single time so that investigation can be completed in shorter time period (Acharyya and
Bhattacharya, 2019).
Data collection: Data collection is of two types which are primary and secondary data
collection. Primary data gathers first hand data and secondary data gathers past data. As per the
present investigation both the method will be choosing by the investigator. The reason is that it
will helps in gathering mass data for the dissertation. By using primary data real time
information will be used and secondary data second hand data will be used for the investigation
(Shields, 2019).
Sampling: Probability and non-probability are the two sampling technique and from this
in present investigation probability sampling method is used. Apart from the in probability
sampling, simple random sampling method will be selecting. The ample size will be 30
marketing manager of Walmart (Ratnam, 2019).
RESEARCH DATA MANAGEMENT PLAN
In the current investigation the data will be generate using questionnaire which will be
send to the participants using email so that confidentiality can be maintained. To inspect and
analyse the numerical data the data analysis method will be frequency distribution method.
Further the whole data in the investigation will be stored in USB (Fidahic and et. al, 2020).
PLANNED OUTPUTS
The current output for the current investigation is to identify the role of current and future
technology on the marketing and sale of the company. it will help in easily analysis whether
technologies are helping the organisation to gain competitive advantage or not.

REFERENCES
Thaichon, P., and et. al, 2019. Online relationship marketing: evolution and theoretical insights
into online relationship marketing. Marketing Intelligence & Planning.
Das, K., and et. al, 2022. Past, present and future of research in relationship marketing-a machine
learning perspective. Marketing Intelligence & Planning, (ahead-of-print).
Chatterjee, S., Ghosh, S. and Chaudhuri, R., 2020. Adoption of ubiquitous customer relationship
management (uCRM) in enterprise: Leadership support and technological competence as
moderators. Journal of Relationship Marketing. 19(2). pp.75-92.
Sousa, B.M. and Alves, G.M., 2019. The role of relationship marketing in behavioural intentions
of medical tourism services and guest experiences. Journal of Hospitality and Tourism
Insights.
Holbrook, M.B., 2018. Essay on the origins, development and future of the consumption
experience as a concept in marketing and consumer research. Qualitative Market
Research: An International Journal.
Boris, E.T. and Sergey, I.S., 2018. Marketing of innovative startup. International Journal of
Business and Economic Affairs (IJBEA). 3(3). pp.91-100.
Saputra, A., 2021, November. Increasing Competitive and Marketing Technology Skills for
Small Medium Micro Business in Padang City with Customer Relationship Management
(CRM) Concept. In 2021 International Conference on Computer Science and
Engineering (IC2SE) (Vol. 1, pp. 1-6). IEEE.
Eze, S.C., Chinedu-Eze, V.C. and Bello, A.O., 2020. Some antecedent factors that shape SMEs
adoption of social media marketing applications: a hybrid approach. Journal of Science
and Technology Policy Management.
Blut, M. and Wang, C., 2020. Technology readiness: a meta-analysis of conceptualizations of the
construct and its impact on technology usage. Journal of the Academy of Marketing
Science. 48(4). pp.649-669.
Berkowitz, E.N., 2021. Essentials of health care marketing. Jones & Bartlett Learning.
Sharma, S. and Bumb, A., 2021. Marketing at the Bottom of the Pyramid: Overcoming the
Challenges through MICMAC Analysis. Journal of Global Marketing. 34(4). pp.292-
307.
İnci, M., and et. al, 2021. A review and research on fuel cell electric vehicles: Topologies, power
electronic converters, energy management methods, technical challenges, marketing and
future aspects. Renewable and Sustainable Energy Reviews. 137. p.110648.
Iovino, F. and Tsitsianis, N., 2020. The methodology of the research. In Changes in European
energy markets. Emerald Publishing Limited.
Thomas, C.G., 2021. Research methodology and scientific writing. Thrissur: Springer.

Whicher, D., Philbin, S. and Aronson, N., 2018. An overview of the impact of rare disease
characteristics on research methodology. Orphanet journal of rare diseases. 13(1). pp.1-
12.
Sileyew, K.J., 2019. Research design and methodology (pp. 1-12). Rijeka: IntechOpen.
Knottnerus, J.A. and Tugwell, P., 2018. Ethics of research methodology requires a methodology
of research ethics. Journal of Clinical Epidemiology. 100. pp.v-vi.
Acharyya, R. and Bhattacharya, N. eds., 2019. Research methodology for social sciences. Taylor
& Francis.
Shields, M., 2019. Research Methodology and Statistical Methods. Scientific e-Resources.
Ratnam, C., 2019. Listening to difficult stories: Listening as a research methodology. Emotion,
Space and Society. 31. pp.18-25.
Fidahic, M., and et. al, 2020. Research methodology and characteristics of journal articles with
original data, preprint articles and registered clinical trial protocols about COVID-
19. BMC medical research methodology. 20(1). pp.1-9.
Phakiti, A., and et. al, 2018. The Palgrave handbook of applied linguistics research
methodology (pp. 423-457). London, UK: Palgrave Macmillan.