Reference no: EM132214527

1. After operating a successful store on Etsy for over five years, Emmanuel has decided to take his shoemaking operation to the next level by opening his own store. Emmanuel’s leather dress shoes are entirely made by hand using the finest leathers and other materials and therefore can expect to command high prices and draw discriminating customers. Because he has never worked in retail, Emmanuel is working with a professional marketing team to make his vision a reality.

1) What approach should Emmanuel and his team take toward creating the right retail experience for his customers?

2) In addition to answering the above question, explain how Emmanuel’s operation should handle TWO of the following elements of the marketing/retail mix:

a) Product

b) Price

c) Promotion

d) Place

e) Presentation

f) Personnel

2. Three years ago, Cecilia opened Too Cute!, a company that sells supplies and party favors for baby showers. Since her business has been rather low-volume from the beginning, Cecilia has chosen to operate from a store on Etsy rather than her own website or a brick and mortar location. Now she has decided to take her business to the next level by making the move to a dedicated website. Since the expense involved in this move will be substantial, she wants to make sure it is a profitable one by executing a successful promotional campaign.

1) What type of campaign would ensure the greatest possibility of success in Cecilia’s marketing endeavor? Select two of the following to explain whether Cecilia should include it in her strategy and why. For those which she should include, describe how she should utilize them.

a) Advertising

b) Direct marketing

c) Personal selling

d) Sales promotions

d) Digital marketing

e) Public relations