Marketing Management (HI5004) Tutorial Questions: Analysis Report

This assignment addresses several key aspects of marketing management, starting with a discussion on the merits of qualitative versus quantitative marketing research. It then explores the changing landscape of consumer behavior, influenced by technological advancements and readily available information. The assignment analyzes a Hallmark advertisement, identifying its message, target market, and segmentation variables. Predictions about the future of the retail industry are presented, including technological transformation, the rise of online shopping, and the role of smaller retailers. Furthermore, the assignment delves into Apple's 'Think Different' campaign, examining its core message and impact. Finally, it explores the significance of salespersons in purchase decisions.

Marketing Management

Table of Contents
INTRODUCTION...........................................................................................................................3
Question 1........................................................................................................................................3
The best marketing research is quantitative in nature versus the best marketing research is
qualitative in nature.....................................................................................................................3
Question 2........................................................................................................................................4
How the consumer behaviour changed........................................................................................4
Question 3........................................................................................................................................5
Message that the company wants to send to the customers through the advertisement..............5
Target market for this advertisement and why advertiser is using the segmentation variable for
that advertisement........................................................................................................................5
Question 4........................................................................................................................................6
Prediction about the future of retail industry...............................................................................6
Question 5........................................................................................................................................8
1. What is the message that Apple wants to send to its customers?............................................8
2. What does the benefit Apple gain when they implemented the Think Different campaign’?.8
3. What kind of emotions does this video evoke in you?............................................................8
Question 6........................................................................................................................................8
Importance of sales person in making purchase decisions..........................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing management is planning, organising and implementing marketing activities by
organisation through which organisation can achieve their marketing objectives. This report aims
at discussing different elements of marketing in which marketing research and its best way has
been discussed. Later report will also discuss about changes in consumer behaviour and will
discuss some marketing practices that have been implemented by companies and understand
marketing practices. Report will also involve prediction for retail industry and role of salesperson
in purchasing decision of the company.
Question 1
The best marketing research is quantitative in nature versus the best marketing research is
qualitative in nature
Qualitative market research is concerned with market research that involves process of
collecting large size of data through different methods like surveys, questionnaire, and polling
methods. Qualitative market research involves determination of customer motivation through
close observation that involves small groups of potential customers or through face-to-face
encounter (Neuninger, 2017). In other words, qualitative research involves collecting non-
numerical data and these findings can be used to uncover sentiments about services and offerings
provided to potential customers or target market.
Best marketing research is qualitative research and the reasons because of which
qualitative research is best includes-
Deeper understanding of customers through confrontation with them- This is one of the
reason for qualitative research being best. Qualitative research allows deeper understanding of
customers because it involves direct confrontation with customers. In this one can ask customers
and understand the reason behind their answer and their responses. There are different ways to
collect information to gain deeper understanding and interview method is example of this in
which details insights can be gathered from customers can marketers can develop right ideas on
the basis of the information.

Enables to understand changing attitude- This is also a reason because of which qualitative
research is best in which qualitative research allows businesses to marketers to understand
changing attitude of customers. This is because qualitative research involves direct
communication with customers and helps to understand why their taste and perception are
changing towards a certain product or service and brand. This means that if customers have
changed their purchasing behaviour qualitative research enables them to gain knowledge about
what made them change their behaviour and switch their brand.
Helps in understanding customer behaviour- Quantitative research provides data in form of
numbers and numbers alone does not provide all information regarding customers. In this
qualitative research provides benefit because there is no limitation in qualitative research (Belk,
2017). Quantitative research is based on some idea that researcher develops before starting
research and qualitative research does not involve any idea and on the basis of context marketers
can develop context idea and collect information that numbers cannot reveal about customers or
target market of the business.
Provides flexibility- qualitative research provides flexible approach to research. This means that
when marketers or researchers are not able to capture right or required insights from research
approach, researchers or marketers can change their method of data collection. This means that
in quantitative research changing research method of research approach it becomes very difficult
for researcher to change quickly method of research.
Human instinct play important role in qualitative research- This means that quantitative
research is based on numbers and analysis of number through statistical methods. Qualitative
research on the other hand is research in which marketers or researchers can use their human
instinct. This means using human instincts marketers can make their prediction.
Question 2
How the consumer behaviour changed
Consumer behaviour has significantly changed and this shift in consumer behaviour is
advanced technology and facilitated use of advanced technology (Darler, 2019). As the video
outlines that all consumers are now spending their more time on mobile and similar devices and

because of this, their purchasing behaviour have significant changed. This shift has also got
affected by information that audience or consumers can access through internet and different
devices. Video suggests that earlier consumers use to know about product through TV and other
traditional advertisements and then buy the products to know whether they are useful for the
consumer or not. However this has now changed, this means that in present consumer behaviour
in which consumers have information available easily, they firstly determine whether the product
fit them or not. This information is availed to them through different users or consumers, this
means that they get trusted and verified information on internet about product. This means that
now consumers get information for their daily purchase and then purchase products which were
not possible earlier (Alaeddin and et.al., 2018). In addition to this time spend by the consumer on
different devices have also changed and this also led to change in their consumer behaviour. This
means earlier more time was spent by consumer on TV and this was important way through
which consumers could become aware of different products but in present times there are several
devices and ways through which marketers can create awareness in their consumers and this
mainly includes internet and devices.
Question 3
Message that the company wants to send to the customers through the advertisement
This advertisement is of Hallmark, privately owned American company based in Kansas
City, Missouri and company is oldest and largest greeting card manufacturer in United States.
The advertisement was of their campaign CareEnough and through this advertisement company
gives a message that people should care enough and they can express their care through different
ways (Newman and Witsell, 2020). In this advertisement company want to give message that
giving a card or greeting card is also a way through which people can express their care for other
people.
Target market for this advertisement and why advertiser is using the segmentation variable for
that advertisement
Target market for this advertisement is differentiated target market. This means that
people of different age and profession and also different cultures have been targeted through this
advertisement. This advertisement also targets people having disabilities. Mainly this

advertisement has targeted demographic and psychographic segmentation has been targeted
through this advertisement.
Segmentation variable refers to segmentation or forming groups of similar people and
using characteristics of people to determine if people are similar. For example segmenting is
based on age or gender. The reason that advertiser have used segmentation variable is that
segmentation variable allows advertisers to identify needs of different market segments and
know customers of the company (Lair, 2017). Hallmarks used different segmentation variable
and this help them in determining requirements for different customers. In other words,
segmentation variable clarifies what customers require and on the basis of this they can make
suitable and right decision about what they should offer to a particular target segment. This
means that customer under the age of 15 requires different products than customers above age of
60 and segmentation variable simplifies decisions of the company while making offerings to
different customers.
Question 4
Prediction about the future of retail industry
Covid-19 has made its impact on all areas of the economy and retail company is no
exception to this. Retail organisations have significantly affected by this and this impact is long
term (COVID-19 has changed the future of retail: there’s plenty more automation in store, 2020).
Regarding future of retail industry it is very unpredictable however some of the ideas for future
can be made and this outlines that retail industry will undertake significant transformation.
Technological Transformation- This means that organisations in retail industry are likely to
undertake technological transformation for different purposes and one of the important purpose
is ensuring high quality and effective supply chain. Technological transformation involves
developing technology so that organisations can improve their operational effectiveness.
Increasing online shopping- This is another important prediction for retail industry in which
after Covid in future online shopping is likely to increase. Online shopping is becoming an norm
and this requires that retail organisations are prepared for this change that is likely to have strong
impact on retail organisations. Regarding this customers from online platforms were

continuously increasing however because of Covid number of customers shopping online has
enormously increased. This requires retailers to have automated and efficient fulfilment centres
so that they can meet online demands of customers.
Dark Stores- This is another prediction for retail industry in which industry requires to have
more stores that are without customers. In other words, these are small decentralised facilities
that are located in suburbs rather than in industrial areas and these stores will be used for picking
and dispatching online orders quickly.
Longer-term supply challenges- This is another prediction for retail industry in which retail
stores are required to work on longer-term supply challenge, because due to Covid demand
fluctuation have taken place and panic buying required to ensure stores have adequate stock and
supplies (The realities of retailing in a Covid-19 world, 2021). In this retailers require to talk to
their suppliers to assess risks, and create contingency plan and along with this also enhance
timing to avoid supply chain disruption.
Fewer and smaller stores- This is another prediction in which retail organisations will have less
and small stores. This is because demand through online channel have increased and retailers
should develop online capability as one of the important revenue stream for the business. In this
it is important that stores that businesses create are small and less saving cost of operations and
also capital investment in creating stores.
Opportunities for smaller retailer- This is another prediction in which small retailers have big
opportunity because during pandemic people have purchased from these places which they might
continue after pandemic is over (COVID-19 has changed the future of retail: there’s plenty more
automation in store, 2020). In addition to this small and local independent retailers can adapt to
changes faster than big retailers. Small and local retailers are also able to fulfil requirements of
local people when big retailers find it challenging and this is why small retailers have big
opportunity in future.

Question 5
1. What is the message that Apple wants to send to its customers?
Message that Apple wants to sends to its customers is that to think different. To think
different because only people who think different or can think different can make a change in the
world (Payne, 2017). In addition to this, one important message that Apple sends through the
advertisement that individuals or people who think different can definitely not be ignored by
anyone. Regarding Apple or its products message says that people who think different likes
Apple and its products and in addition to this, people having products of Apple brand cannot be
ignored. The message that Apple communicates is about thinking different and being genius by
thinking different.
2. What does the benefit Apple gain when they implemented the Think Different campaign’?
Benefit that Apple gained by implementing Think Different campaign was long term
impact on viewers, enabling them to remember Apple as a strong and different brand from all
other brands. Apple also became able to achieve its objective to create a completely distinct
image about its brand. Apple presented a new idea in front of people about those genius people
who were featured in advertisement and created a different image about its computers. Apple
also became able to rejuvenate brand and also band able to communicate importance of personal
computers as catalyzing metaphor for rebellion, individuality and change (Peñaloza, 2018). In
addition to this one of the important benefits that Apple gained from this campaign was
developing emotional bond with audience.
3. What kind of emotions does this video evoke in you?
Emotions that this video evoked in me were Pride, Surprise and Happiness because the
way video presented these great people in history was never the way I could think about them.
Question 6
Importance of sales person in making purchase decisions
Sales person makes very important influence while making purchase decision. They are
also trained with the skills to influence customers to make more purchase and they are able to
understand buyer behaviour and what they should do to influence them. I remember last time I

went for grocery shopping in local grocery store and during that purchase salesperson made very
important impact on my purchasing decision. This is because I was unaware about my exact
requirement and what I need to buy in groceries along with the right brand that I should buy. In
time of confusion sales person helped me in purchase by helping me understand what I require
and what brand should I buy (Hochstein and et.al., 2019). Salesperson also helped me with
things like reviews and what product fits my requirement and was also good with providing
recommendation. I realised that sales person was very apt at identifying what I need and also
understood that I do not have knowledge and experience of buying groceries.
Salesperson at that store was very efficient in communicating and this is why it made
very positive influence on my purchase intention. With communication skill salesperson also
encouraged to buy some products that I did not really required at the time I went into store. On
the basis of this experience it can be concluded that salesperson plays very important role in
overall purchase experience and also makes important impact on purchase decisions of
individuals (Hochstein and et.al., 2019). This impact results for their ability to understand
customers and their requirements and also skills that they have for encouraging individuals to
make extra purchase that they not really need. However experience was very positive and
salesperson specially made positive impact on sales decision and experience.
CONCLUSION
On the basis of above discussion, it can be concluded that market research and its
effectiveness plays important role in successfully marketing of organisation. In addition to this,
understanding of consumer behaviour also plays important role in effective marketing practices
of the organisation and Apple’s marketing is example of this along with marketing of Hallmark
company.

REFERENCES
Books and Journals
Neuninger, R., 2017. Qualitative marketing methodology. Routledge Handbook of Hospitality
Marketing.
Belk, R.W., 2017. Qualitative research in advertising. Journal of Advertising. 46(1). pp.36-47.
Darler, W., 2019. Detecting and analysing changes in consumer behaviour during life
events (Doctoral dissertation, University of Nottingham).
Alaeddin, O and et.al., 2018. From physical to digital: Investigating consumer behaviour of
switching to mobile wallet. Polish Journal of Management Studies. 17(2). pp.18-30.
Newman, E.L. and Witsell, E. eds., 2020. The Hallmark Channel: Essays on Faith, Race and
Feminism. McFarland.
Lair, C.D., 2017. When you care enough to pay someone to send the very best: The outsourcing
of greeting card inscriptions. Sociological Inquiry. 87(1). pp.124-152.
Payne, B., 2017. Brand Positioning and its Usefulness for Brand Management: the Case of Apple
Inc. Newcastle business school student journal. 1(1). pp.51-57.
Peñaloza, L., 2018. Apple: from subculture to cultural dominance. The Business & Management
Collection.
Hochstein, B and et.al., 2019. Adapting influence approaches to informed consumers in high-
involvement purchases: are salespeople really doomed?. Journal of the Academy of
Marketing Science. 47(1). pp.118-137.
Online
The realities of retailing in a Covid-19 world, 2021. [Online]. Available Through:
<https://home.kpmg/xx/en/home/insights/2020/03/realities-of-retailing-in-covid-19-
world.html>.
COVID-19 has changed the future of retail: there’s plenty more automation in store, 2020.
[Online]. Available Through: <https://theconversation.com/covid-19-has-changed-the-
future-of-retail-theres-plenty-more-automation-in-store-139025>.