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Unit 6: Market Specialist

Results Notes
The 3 month review of the newsletter showed the following:
1. Open rate increased by 13%

2. Click rate (people opening links) increased by 500%
3. Subscribers increased by 100%
The newsletter mailing list is growing and a larger % of subscribers are opening it to read
and following the links to the external sources. It has gone out regularly each month with
much less stress for Penny as she has a plan in place for some of the content and also
someone to bounce ideas off if she needs additional assistance.
Question
How did Penny manage to fulfill the objectives of her firm, Working Mum’s Masterclass?
Source: http://www.paperbagmarketing.com.au/case-studies.html

6.5 Summary

 Retail specialists, help customers find the products and services that they want to buy.
 Hiring full-time employees might involve less training, promote a sense of commitment
and attract workers with more skills.

 Marketing is the process of communicating the value of a product or service to customers.
 There are five competing concepts under which organizations can choose to operate their
business; the production concept, the product concept, the selling concept, the marketing
concept, and the holistic marketing concept.
 Any organization’s growth and survival in the highly competitive market depends on
how well it understands its customers and responds to their current and potential needs.
 To build a competitive advantage that can be sustained, retailers need to pay special
attention to aspects like price, location, merchandise, service and communications.
 Retailers adopt marketing strategies like shotgun merchandising and rifle merchandising
in order to cope with the dynamics of the market.

 Retail sales and marketing specialist would suit candidates who are enthusiastic and
passionate about new technology, preferably with territory field, retail and training
experience.

 To market the high-ticket products, retailers must focus on how the item benefits buyers,
convincing customers it is worth the perceived sacrifice.

 Trends in retail stores are often what make a store successful.
6.6 Keywords

Advertising: It is the non-personal communication of information usually paid for and usually
persuasive in nature about products, services or ideas by identified sponsors through the various
media
Demographic Analysis: It includes the sets of methods that allows one to measure the dimensions
and dynamics of populations.

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