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The Most Current and Significant Business Activities and Decisions as Related to the Marketing Management Function: WalMart - Article Example

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Identify and examine the most current and significant business activities and decisions as related to the marketing management function. Short Overview of Article Basically, the articles seek to trumpet the fact that Wal-Mart Express will be opening new market stores in specific destination, common among which is Chicago…
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The Most Current and Significant Business Activities and Decisions as Related to the Marketing Management Function: WalMart

Download file to see previous pages... ferences in the choice of words and titles for the two articles, they all carried one theme, which was about the fact that Wal-Mart Express was undertaking a venture of opening new stores in Chicago that very year. When reported by a pretty new reporter, the theme remained the same and the choice of words were almost not different as the new reporter, (Jones, 2011) wrote in her opening lines that “The nation's first urban Wal-Mart Express is slated to open Wednesday on Chicago's South Side, part of a test that Wal-Mart Stores Inc.” Reading further, the reasons for the company’s decision to start stores in Chicago and other related destinations is given as that the company had long depended on foreign branches to fuel her revenue generation and that it now wanted to accrue some wealth right from home. To whom does Article Address The subject of the articles makes it clear that the targeted audience for the articles is the buying public, who has needs of items and materials that the company deals in. This is because as stated earlier, Jones (2011) reports that the company now wants to shift her attention; as far as sources of revenue are concerned from foreign stores to domestic stores. To this effect, these articles have been put up to be a form of publicity and advertisement for the company. It is not surprising therefore that a tactic was adopted to report the same theme in three different ways and through three different avenues. As far as marketing is concerned, Koduah (2009) notes that companies should not count expenditure put in advertisement and publicity as waste because they are the best medium to raise incomes for the companies. To this effect, very little can be said against the approach adopted by the company to market its’ self to the general buying public. By the general buying public, reference is being made of all people who at one point in time or the other go to any shop to trade in goods; especially those that Wal-Mart trades in. this assertion is confirmed by Wohl (2011) who states that “the chain is trying to win back shoppers, especially those on limited budgets, who have started to do more of their shopping at chains.” This means that indeed the target group who were addressed by the articles was shoppers, especially those who had traded with other branches of the company elsewhere. Marketing Concepts Used Because the articles have been identified to be more of an advertising and publicity oriented one, it is important that the articles be made up concepts and terminologies that has to do with marketing or that has marketing background. This is because all acts of advertisement and publicity are marketing practices (Bush, 2010). Careful considerations of the articles bring out some interesting marketing concepts. Firstly, there is the concept of target market, which is clearly defined as shoppers: with specific emphasis on former shoppers of Wal-Mart. Secondly, there is the concept of competitive advantage, where Wal-Mart is tagged by the reporter, Wohl (2011) as ...Download file to see next pagesRead More
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