Principles of Marketing 341
Case #2
Retail Marketing Exercise
Stores
Visit any retail food/dining location, a dining hall or the University Store.
Assignment
Identify and describe the 4 P’s of the marketing mix at one (1) location mentioned above. Describe college students trends/habits and determine if they are present within this store. If not present, explain your thoughts why they are not present. Think of current trends in the food/retail industry (quality of food or product, convenience, health, variety, ethnicity, $ spent) and determine whether and to what extent they are present in the store. Describe the
branding concepts of both private brands and national brands that are present,
pricing (perceived value),
promotional activities on site and other advertising/promotional activity (TV, radio, print media, store website and social media).
Paper should be 3-4 pages, single spaced in business outline form. This format refers to “dividing the content” into sections to make it easier for the reader to look/read for information that they are looking for. A short introduction followed by separate paragraphs (use roman numerals, letters, numbers to identify each new section) for the written content. Paragraphs with bullets are acceptable.
