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Identifying the customer needs at marks and Spcner

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Marketing Activities Identifying Customer needs Customer needs at Marks and Spencer means aiming to meet customers' expectations which will enable them to meet their organisations aims and objectives. The different types of research that Marks and Spencer use to help them identify their customers' needs is by getting customers feedback using online surveys, and face to face interviews. The customers attitude to the company are formed from the experience of the service, the product that they bought from one of the stores, feedback and opinions of friends or family, advertisements and the image or reputation of the company. Irrespective to the business or customer it is part of the Marketing role to understand the need of Marks and Spencer customers and potential customers who may start shopping in Marks and Spencer's compared to their competitors. To do this the marketer needs to develop goods and services that meet the customers' expectations more than their competitors can do. One of Marks and Spencer's aims and objectives is "Continue to invest in and grow our core UK retail business, by introducing new goods and services". This demonstrates the role that Marks and Spencer's wishes to play. Their main focus as an organisation is to introduce 'new goods and services', which shows how important it is to them that they meet their customers' expectations by developing and introducing these new goods and services. If Marks and Spencer fail to offer their customers new goods and services this may affect sales and they may lose their customers and potential customers to their competitors. Furthermore if Marks and Spencer fail to commit to their after-Sales service this could mean customers may start buying competitor's products. By not undertaking these after - sales services could also lead to legal action being taken against them. Qualitative and Quantitative Quantitative research is numerical data. This type of research can be used by Marks and Spencer to find out the household in the local area. ...read more.


Marks and Spencer communicate with their customers using the media such as Newspapers, Television, Radio and internet. The method that Marks and Spencer use depends on the Target Market and the time that they advertise the product. For an instance if Marks and Spencer were advertising teenage clothing for Teenagers it would be a waste of time advertising the products during the day because most teenagers would be at school/college. This too shall be a waste of money as the promotion hasn't reached their target market. Advertising is an informative method which is used to increase the customer awareness of a product. Advertising most involves using facts, images, being persuasive and convincing. Marks and Spencer use Newspapers for advertising. The reason for why they use this method of promotion is because they know that a lot of people travelling to work on buses and trains read the newspaper therefore they find this method of promotion a good way of advertising as it gets to the target market instantly as they are reading through the newspaper. Marks and Spencer use Television as a method of promotions. The reason for why Marks and Spencer use television for promotion is to advertise their product as they now that a large population of their target Market watches television therefore they find this method quick and easy and it get the target Market more easily. The disadvantages of using Television are that Marks and Spencer need to make sure that when they do advertise that they advertise at the time of day when there target market is watching televisions because this method of promotion is very expensive. By using television the target market will also be able to see the product in colour. Internet is another method that is used a a large number of businesses because they now that they're target market have all got the internet and therefore they use the internet to advertise promotions such as sales, discounts on their website and other websites as well. ...read more.


The different theories of leaderships they are positive self image, genuine ability to inspire, identifying problems and have visions to solve, Expert within their field and have out of the ordinary intelligence. Positive self image is where a member of a team or a group puts them selves forward to be a leader and take the leader of the group. By appointing themselves forward to become the leader of the team they are creating a positive self image of themselves, as people within the team will have positive opinions of the person for appointing themselves forward. Genuine ability to inspire is where a team member of a group enthusiastically shows their skills to the rest of the group to motivate the rest of the group. This is another theory of leadership as that leader is motivating the rest of the group. There are many different methods of leadership such as Autocratic. Autocratic is a method that can be used by managers to set objectives for staff that they hope to meet, allocate them specific task to be carried out. The disadvantages of this method are that this needs high levels of supervision to ensure that the jobs are done appropriately to the standard. This method uses poor motivation therefore staff feel more disappointed and unwilling to get on with things as there's not much encouragement. Democratic is another method which is used by Marks and Spencer this methods is used to help in encouraging staff, this method has good communication within staff and there manager, staff are more motivated at Marks and Spencer by their manager due to constant appraisals for good work therefore staff are more willing to work harder and get more jobs done. This affects Marks and Spencer aims and Objective "Continue to invest in and grow in our core UK retail business, by introducing new goods and services" because if staff are more motivated are constantly appraised for their hard work then this encourages staff to work harder and also provide good service to customers. ?? ?? ?? ?? A02 Ms Sweet Investigating Business Jasmit Bhullar 2326 ...read more.

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