Marketing Management Report

This report covers various aspects of marketing management, including research methods, changes in consumer behavior due to technology, the impact of COVID-19 on the retail industry, and the importance of effective communication in marketing strategies. It emphasizes the need for businesses to adapt to changing consumer preferences and the significance of targeting the right market segments.

Marketing Management

Table of Contents
Question 1........................................................................................................................................3
Question2.........................................................................................................................................4
Question 3........................................................................................................................................5
Question 4:.......................................................................................................................................5
Question 5:.......................................................................................................................................7
Question 6........................................................................................................................................8
REFRENCES ..................................................................................................................................9
Books and Journal.......................................................................................................................9

Question 1
Research methods
On the basis of this report, there are two methods which are used by the investigators in
order to complete the research in a very effective manner. In “Quantitative research”, the data
gathered is in numbers and graphs to conduct assumption and theories. In this investigation, the
actual data is gathered in many ways like surveys, experiments, existing data, observations and
content analysis. Surveys conduct the list of questions in the sort of multiple choice question. In
experiments the data is, the test has been perform by the researchers in order to get the data and
information. This mode is applied for any condition in which variables are influence to generate
cause and effect connections. In existing data method the data is collect from current or old
sources. In observations method, they detect individual in their surroundings where the variables
can not be possessed or handled(Chaney, Carrillat and Zouari, 2019). Content analysis advert to
the process of appropriately recording the existing words to examine the patterns and way of
communication. The another method is qualitative method, this method is used to analyse and
understand the concepts , experiences and thoughts by taking case studies, interviews, literature
reviews. This investigation methods is used to collect thoughts and experience of the individual.
Qualitative research conduct some techniques in order to perform effectively and conduct the
investigation more effectively. First mode or method is interview, this process include few
question which is open -ended means verbally responded. The another method is focus groups,
in this method, the researcher collect the opinion by having group discussion on a particular
topic. Case study, in this a deep study has been doing by an investigator on particular company,
on person, on a group and many more. Another is Literature review, in this a study of
publicised works by further investigator. Qualitative investigation is based on image,
observation and many more. Quantitative investigation is much effective as compared to
Qualitative investigation because it is much focused, fast, scientific and acceptable. Qualitative
investigator is used when the researcher do not have any knowledge about the research. So that
is why quantitative investigation is much effective. There are so many advantages of using
quantitative investigation and which is this method is very helpful for take decisions. By using
quantitative method collection of data has been become much quick. This method is very
consistent with the data an d information(Feng, Huang, and Avgerinos, 2018). In this
investigator get a data which is much dependable, consistent and many more. The major purpose

of this method is to make assumptions and generate facts and test. The major aim of this method
to analyse and evaluate the information that support the investigation.
This method is repeatable also and the outcomes of this method is lies on large samples sizes
which are used to attain better and effective outcomes. As compared to qualitative method,
quantitative method is much focused and less partial. The method qualitative is much scientific
also that cater so many benefits to the investigator to accomplish the goals and aims of the
research(Trihatmoko, 2018).
Question2
How the consumer behaviour changed?
Now a days every individual become much addicted towards the mobile phones and I -
pads. In past years the use of mobile phones and phones has been much increasing. Over 500
million people 48 hours of content has been uploaded every single minute and approx 3 billion
global views every single day. In earlier time 35% person individuals were addicted towards the
television shows but now its after analysing it is become 8% because now a days adults, children,
older people, each and everyone become much addicted towards the phone. In their phones they
have Netflix, amazon prime and many more application that will provide all kind of
entertainment and any time so that is why, the preferences of the consumer has been changed.
Now a days 9 out of 10 people preferred smartphones and I-pads over normal keypad phones
because of various functions and activities. By the use of smartphones there has been 5% growth
in the process of searching. 59% people are doing online shopping and become addicted towards
them because they get home delivery with more advantages like coupons, offers and much more.
Mobile phones become wallet of the consumers, now they do not carry cash, now the consumer
believes in doing online transactions because it is much safe and easy. In past time the
organisation were using traditional marketing methods like bill boards, on magazines but now
they also believes in digital marketing because 82% people or consumers are using mobile
phones or smartphones to get or find information about food, any product or any company.
Mobile phones or I-Pads increase 73% efficiency of the company(Keegan and Rowley, 2017).
The consumers or majority gives their lot of time on internet, so consumer behaviour has been
changed and they become much forward and addicted towards the mobile phones and I-Pads.

Question 3
Target Market
 The message that company wants to give is when the person care enough, they
can change the world means they have that power or capabilities to change the
mind of the world. This is very important for the youth to give their time and
showcase their capabilities towards the society and world because they are
younger and they have that capacity to understand the feelings and to adopt the
things easily. This advertisement target the youth in order to motivate them and
to show them that they can change the mindset of the society, they can change the
feelings, structure anything that will more beneficial and good for the people.
That is why company create this advertisement to motivate and inspire the people
that they can change the world by showing respect and their efforts and also they
can motivate others to do same(Kumar, 2016).
 The target market for this advertisement is adults means the individuals which is
between the age of 20 to 50 years. The reason of the company to target these
audience because they have much capabilities to handle or tackle the situations .
They have much power to get much positive outcomes in order to develop the
country and to increase the capabilities of the someone. As in the advertisement it
says that if the person care, they can change the world, if they show respect , they
can change the mindset, when the people listen the breath, they can change the
heart and many more. So that is why the company target these individuals because
they can inspire all and each individual to spread love, respect and contribute
towards the development and give their efforts so that they can give proper shape
to their economy or world and they can change the world(Malhotra and Dash,
2016).
Question 4:
COVID-19 impacts on retail industry
COVID-19 has give several kind of negative impacts on the retail company. Because of
COVID-19 all most all countries are in quarantine orders and because of the lock down of
COVID-19 will have much negative impacts on the company. By this pandemic of COVID-19,
its going to create several effects on the retail company and they are facing so many problem

also. There are several organisation's like furniture, fashion, electronics are much hit and facing
so much loss. There are some area where a company is facing huge problems and which are
mentioned below:
Managing demand Fluctuations: In the quarantine virtually every retail shops or
business has shut or close their doors except pharmacies, and grocery shops. There are some
organisation who are dealing with out of stock situation like grocery shops. But because of safety
purpose other outlets or shops facing so many problems, the consumers are avoiding shopping
and they want much protective and secure products(Pagani and Pardo, 2017).
Shoring up the cash reserves: The pandemic of COVID19 several retail companies and
outlets footfall. Because of no business and lock down there is no income in the market and these
things create negative impacts on the economy and also on the companies. So for directing their
business and paying to employees, the company have shoring up the cash which is reserved for
some other plans and some other strategy. This pandemic is badly effect the financial stability of
the company.
Protecting the people: After this pandemic of COVID-19, its become mandatory to
taking care about the safety of the individuals. The retailer have to ensure the protection and
safety of their workers and consumers while running their business and selling their goods. Make
sure the goods and the place will be completely sanitized and proper mask, social distancing and
so on. So its become much challenging for the retailers to manage all these scenarios to direct
their business and to avoid the problems of the COVID-19.
Thinking about the longer-term supply challenges: The COVID-19 situation has been
create disturbance on supply chain and the retailers are trying to handle the challenges of the
supply chain because of this pandemic and disturbing customers, and less supplying of goods.
This supply disruptions create several problems like drops in the demand of the person and so
on. That is why it is become much challenging and required for the retailers to communicate
with the suppliers and assess their risk factor and also analyse threats and create plans and
strategies.
Talking to consumers: The COVID-19 pandemic and modification in each and
everything factor its has been create impact on the consumers as well on connection among the
consumer and organisation. So in this situation to maintain the customer loyalty, it is become

much required and necessary for the company to communicate with the customer and solve their
queries in order to maintain better connection(Palmer, Medway and Warnaby, 2017).
Question 5:
What is the message that Apple wants to send to its customers?
The message that Apple company wants to share with their consumers is always think
different. There are several talented and dedicated people in the world and they play very
important and effective role towards the growth of the country and towards the development. It is
very necessary for the person to think different and move this glove forward towards the
innovation, creativity and development. The company want to say that it is much necessary to
know about the capabilities of the person because talented people make and develop that things
and make that strategies which are never seen before.
According to your opinion what does the benefit Apple gain when they implemented the Think
Different campaign’?
The apple company, they are the ones who develop, create. By this campaign they make
so much benefits. They motivate several people to work differently and think differently in a
very efficient way. Through this campaign the employees of the company feel much inspired and
valued. They develop so so many different creation which helped the company to make more
customer base and gain so benefits(Paul, 2018). Now Apple company is much reputed and top
class company in the world. They cater much different product and different software also. So
this slogan or campaign helps a lot to develop unique product and make them different from all
over the competitors.
What kind of emotions does this video evoke in you? Explain what you felt and why?
This video evoke in me is that, I am younger and I have that capability and power to
change the world in a very positive manner. There are several ways and modes to do the things
differently and make them much unique. Because now a days in this world everyone wants
something different and creative that is never seen before(Sheth, 2019). This video inspired me a
lot to do the things very differently and always think differently so it will help the person to
make unique things. In this world there are several things which can be ignore and disagree by
the people in order to do something different and correct for changing the world. The individual
or the people who are crazy enough change the world and avoid the negativity and bad vibes are
the genius. I felt much motivated because in this there are so many people who gave their life

and everything to do something different from other so if they can do, they why we can not do
that. So accept the changes and avoid the negativity.
Question 6
Think about the last time you went to make a major purchase in a store. How
important was the salesperson in that decision? What did he or she do that you liked or
didn’t like?
The last time when I went to make a purchase that experience was good because in that
store the behaviour of the salesperson was much polite towards me. The salesperson is much
experienced and he have all the knowledge about each and every product. He asked me about my
requirements and choices and also asked me what are my budget. After that he shows me the
products according to my budget and my choice. He have deep knowledge about the goods. I
went to buy an mobile phone and the salesperson was very important in the buying decision. I
like the most about the salesperson was he has very deep knowledge, and the behaviour of the
salesperson was polite and operative and this is something that make me feel comfortable there
and make me forced to see their products and services. The salesperson have that quality to
attract the consumer towards their business by providing several kind of services like by
providing offers, discounts, drinks and all so that any customer feel more comfortable and valued
there. He shows me so many types of mobile phones that meet with my choice and requirements
and this is something that attracts me a lot because he was giving their best in order to sell their
product with the satisfaction of their consumer(Saleh, 2016). He gave me discount 10% discount
also and after purchasing services like cover of the mobile, screen card services and many more.
He was very genuine person according to me, he used to prioritize me and he did not try to
manipulate me. He was not only doing a work for the company but he is also doing work for me
as well, he makes me feel much comfortable and attract to me to buy their product also. So all
over the experienced was so good and the salesperson was also very nice and better person.

REFRENCES
Books and Journal
Chaney, Carrillat and Zouari, A., 2019. Uncovering institutional orientation as a new strategic
orientation in industrial marketing. Industrial Marketing Management, 80, pp.242-250.
Feng, Huang, and Avgerinos, 2018. When marketing and manufacturing departments integrate:
The influences of market newness and competitive intensity. Industrial Marketing
Management, 75, pp.218-231.
Keegan and Rowley, 2017. Evaluation and decision making in social media
marketing. Management decision.
Kumar, 2016. State of green marketing research over 25 years (1990-2014): Literature survey
and classification. Marketing Intelligence & Planning.
Malhotra, and Dash, 2016. Marketing research: An applied orientation. Pearson,.
Pagani and Pardo, 2017. The impact of digital technology on relationships in a business
network. Industrial Marketing Management, 67, pp.185-192.
Palmer, Medway and Warnaby, 2017. Theorizing temporary spatial clusters and institutional
boundary-work in industrial marketing. Industrial Marketing Management, 61, pp.104-
113.
Paul, J., 2018. Toward a'masstige'theory and strategy for marketing. European Journal of
International Management, 12(5-6), pp.722-745.
Saleh, M.A.H., 2016. Themes and topics of research in marketing: A content analysis of the
articles published in three marketing journals. International Journal of Business
Administration, 7(1), p.12.
Sheth, J.N., 2019. Customer value propositions: Value co-creation. Industrial Marketing
Management, 87, pp.312-315.
Trihatmoko, R.A., 2018. Structure of channel management and agency theory: relationship
marketing approach for fast moving consumer goods (FMCG) business (Doctoral
dissertation, Andalas University).