Chapter 11: Developing Managing Products

Macy's being one of the top retailers in the entire world has the advantage of getting the best of the best all the products on the market and seeing that they are not no much into the manufacturing of goods and services they focus solely on Test Marketing which is a limited introduction of a product and a marketing program to determine the reactions of customers in a marketing situation. This is done with fragrances when customers are offered samples to go home and try and if they really like it are given the option to return to the store and purchase the item. One of Macy's strong points is commercialization which is the decision to market the product. Celebrities play a major role in the promoting of the product their faces is highly recognizable and once they are associated with a particular brand customers see the familiarity and will think it's reparable.