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.