The retailing industry has experienced dramatic pressures from new competitors, most notably internet-based sales from order-fulfillment companies such as Amazon. Kohl’s, Macy’s and Target have responded in two ways: First, the actual sizes of retails stores have been reduced. Second, new partnerships have emerged seeking to entice customers into retail outlets with more than one intention.


Discussion Questions:

  1. How can the marketing team at Kohl’s take advantage of buzz marketing, lifestyle marketing, and experiential marketing to enhance the relationships the company has created with these other organizations?
  2. How would Kohl’s incorporate in-store marketing and point-of-purchase displays to create additional advantages for the retailer and these new partners?
  3. What digital marketing and web advertising tactics would Kohl’s use to build the company’s customer base?
  4. Watch the retailer challenge video. Do these new relationships that Kohl’s marketing team has created help address the challenges present? Defend your answer.

About Dr. Donald Baack

Co-author of textbook.

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