In eight pages marketing and retail sales are examined in terms of the significance of communication with a fictitious business plan outlining various communications aspects in advertising market definition and targeting presented. Six sources are cited in the bibliography.
Name of Research Paper File: AM2_PPbusCom.rtf
Unformatted Sample Text from the Research Paper:
the marketing of both products and services. Whether traditional or non-traditional, business success depends on effective communication. Indeed, communication permeates all aspects of a business, from staff interrelationships
to marketing to customer relationships. The purpose of this paper is to illustrate the importance of communication in marketing a new and innovative business, "Bicycle Clothing: Clothing for
a Womans Active Lifestyle". The business which will be explored in this paper involves the creation of a womens outdoor clothing
store which operates by providing customized fitting services within the customers home and delivering its merchandise directly to that same home. This retail business will thus unify the concepts
of retail selling and service provision. Envisioned by Ms. Sarah Middleton, "Bicycle Clothing: Clothing for a Womans Active Lifestyle" is contemplating establishing its first retail storefront in
a medium-sized Midwestern city, Paducah, Kentucky. The success of such a venture, however, will obviously depend on an effective communication plan. Located in
McCracken County in western Kentucky, Paducah is characteristic of many cities of the Midwest. It has a medium sized population and its primary employers consist of various industries and
manufacturers. In 1995 the population of Paducah itself was 26,749 (Kentucky Cabinet for Economic Development, 1996). This population size is ideal for a testing ground for the successes
and possible failures of "Bicycle Clothing: Clothing for a Womans Active Lifestyle". It includes a large percentage of women who are from active sporting and hunting families.
Description of the Service "Bicycle Clothing: Clothing for