Chaper 8: Segmenting and Targeting Markets

  The importance of marketing segmentation is to help marketers define customers needs and wants more precisely. At Macy's being one of the most famous in the world are very privileged to be located in the heart of New York City and target market is really not specific because of the location customers are range from every ethnic background such as Mexicans,Filipinos,Canadian among many others. Also Macy's has all the requirement needed for a successful segmentation. Identifiabilty and measurability which is  firms is genuinely identifiable and their size measurable,Macy's has been able to expand their brand all over the world and where it's not accessible by store online is a great option to shop.
 Mass Marketing plays a very important role in their marketing technique it is very efficient and profitable.The fact that it is a retail store with high end boutiques and such a wide range of different products from baby clothes to kitchen appliances mass marketing is more suitable for reaching out to customers from all different target groups.
  Positioning occurs when we identify ideal customers perception of a product of a brand,product line or organization in general.Macy's positioning is used as great means to save by encouraging customers to shop more to save on the deals being offered which falls in the category of Price and Quality.

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.

Chapter 16 : Integrated Marketing Communication

The most important form of marketing strategy is communication. At Macy's emphasis is placed on connecting with every customer.Knowing a customer needs is very integral in the this wonderful process of marketing. With commercials which is prime example for mass media;this is able to  appeal to every age group.When there is a big sale occurring customers enter the store hoping for a magical experience similar to the one that was showcased on television newspaper adverts or just a pop adverts on their computers and mobile devices. With the prevalence of technology is much easier more than ever to reach to audiences all over the world. The whole purpose of integrated marketing communication is secure prospects in the different target audience.

Chapter 10: Product Concept

Macy's is all about the concept of product placing and we are strictly focused on consumer product which by definition is a product brought to satisfy an individuals personal wants.There are almost thousands of individual products in Macy's which caters to a variety of individuals from all walks of life. Seeing that Macy's doesn't manufacture products per say it plays a very important role in getting the right products to the consumers. Name brand watches such as Victorinox Swiss Army,Tissot, Armani,Tag Heuer. Macy's intention is to focus on wide variety of brands which cater to everyone from the baby in the womb to everyone and to the grown and sophisticated. Over the years Macy's has tried to differ themselves from just being a regular department store and more like a place of Magic. The reason I say this is because the minute you walk in the staff is so welcoming and it feels right spending money for authentic products. Macy's is all about branding,because at the end of the day they are making an investment in an item that should really last them a long time. The influence of major celebrities have played an important role in the concept of branding inside the stores.Macy's is home to one of the largest fragrance collection known to mankind and over the years celebrities have brunch out their brand via promoting of their own cologne and perfumes. Lady Gaga,Justin Beiber,Jessica Simpson Taylor Swift and many more have used Macy's has their leading retailer in the launching of their new business ventures.

Chapter 18 Sales and Promotional Selling

 Sales is the foundation of all businesses and at Macy's which  is world re-known for their sales and special deals all year round which is an integral aspect in  consumer sales promotion and this is targeted to the ultimate consumer market.On of the main objective during sales promotion is ensuring costumers are given the opportunity to save or at least feel like they're being  given a special deal. The visitors pass given to tourist at the store or in catalog is a great way to save 10 %. A coupon is a certificate that entitles consumers to  an immediate price reduction when they buy the product. Sales promotion is extremely important to Macy's, it helps to hike up sales it and helps in recognizing new customers. Macy's  loyalty reward program or star rewards program gives customers a chance to save whenever they buy to see actual savings. With the advancement of technology customers are able to get coupons in their email and can definitely have access to in in store.
  Regular Macy's card holders are sent coupons and are always notified when there is a huge sale. When the day arrives for the biggest one day sale customers like to feel like they are shopping for a cause while saving with the implementation of the Thanks For Sharing incentives whenever customers purchase an item in store or online they are given back 10% on a gift card which they get back on a gift card in February of the following year. In order to qualify for this special savings offer they should have Macy's card and also have donated twenty five dollars to the charity of their choice which is most often the AIDS fund.

 Another special  offer Macy's make is a gift with purchase deal and this sometimes is very enticing.Usually free gifts is usually gives reason for customers making that once in a lifetime purchase because they don't want to miss out on the opportunity of a free gift, this is a big part of product packaging for consumers.In Macy's at cosmetics they usually offered a gift if they purchase an item thirty dollars are more. They always want more for less.Who doesn't want to save what they can in these tough times. Providing samples is an excellent part of sales promotion,when customers are offered samples of fragrances they get to try it on for sometime and will eventually fall in love with it and eventually make the investment in the item.

Chapter 17 - Advertising and Public Relations

When you see big bright and bold colors the first thing that comes to mind is usually Macy's with a very alluring soundtrack for the one day sale,customers hear this sound and instantly they know it has something to do with Macy's.  Macy's spend close to 1 billion dollars a year on advertising and their method of advertising is institutional advertising therefore they focus on enhancing the company's image rather than a particular product. In some instances where a particular product such as a fragrance is being , marketed they use the influence of a celebrity.Over the years has been a host for many celebrities such as Rihanna,Lady Gaga,Beyonce,Justin Bieber and Nicki Minaj over the years this has been a very good source of advertising their music has been an influential media in spreading the word and they have millions of followers.
  Macy's advertising technique tends to focus on the fun and pleasure of people's life such as family portraits,vacations.after work gatherings. They appeal to every demographic.
Macy's use all media in their advertising ; newspapers,magazines,radio and television. The simple yet but unnoticeable is on the issue of every receipt paper. Walking around the store you'll see the same image that you've seen on the commercials and you are instantly reminded the reason you fell in love in the first place. During the busiest season such as The 4th of July and the Christmas season, commercials are more family oriented and this is when they encourage customers to shop for their family at large.

As for Macy's online it created a global vision and was able to connect with people all over the world.

Chapter 15: Retailing

 Macy's Herald Square is the largest department store in the world  located in the heart of Manhattan which it makes it one of the most  popular tourist attraction. The most frequent visitors are natives from South America, Brazil particularly who visit all year round. There are 9 and a half shopping floors inside Macy's 34th Street. On the main floor where it's usually the busiest includes all the main name brands in handbags,cosmetics, jewelry both fine and fashion jewelry fragrances and also men's accessories  On the main floor I strongly believe that's the focal point of the entire store,that is where all the magic happens. It smells really vibrant because of the mixture off all the different types of fragrances and music is being played so it's a very upbeat and fast pace environment. This is not the most organized of all floors seeing that it's the busiest however the area that you'll find the most organization is definitely in the fine watches and fine jewelry area seeing that less traffic flows through there area except for when there's a huge sale and it's the holiday season.
  Macy's employees are referred to as associates and are easily identified because the uniform is strictly black attire from head to toe. Here at Macy's customer and personnel service is our number one priority making customers feel welcomed and appreciated which is a very important aspect of retailing.