BPMM 2023

MARKETING MANAGEMENT
FIRST SEMESTER SESSION
2020/2021 (A201)
GROUP A

ASSIGNMENT: CH 19 IMC

PREPARE FOR:
PROF. MADYA DR. MARIA BINTI ABDUL RAHMAN

PREPARE BY:
LEE LAP MAN 262688
Provide ONE example of informational appeal communication in the real world.

The information appeal includes information and evidence to aid the target group in
reaching an investment decision. It aims to draw attention to logical claims and facts that
persuades consumers to prefer a product, service or brand. Cost reductions, for example:
"Always lower prices" from Wal-Mart.

In early days, one of the key strategies was concerned on small town locations: open
discount stores in small town and spread out its stores and filling un-served gaps avoiding
from competition radar. As, Wal-Mart saturated its market and effectively barred new
competition.

Wal-Mart is relentlessly monitoring prices with the promise of low-price policies. Non-
stop price cutting in parallel with quality management. They reported that it helped suppliers
strengthen asset control and effectiveness as a win-win relationship, including becoming a
partnership with suppliers. Logistic administration is another core competence. Wal-Mart
showed a contribution to innovations in the market very early on. Being the first to link the
chain to one large network through satellite technologies. In addition, with the introduction of
RFID in the system, Wal-Mart has been searching for continued growth.

In term of service, Wal-Mart understands the art of motivating its employees from all
level to perform their best. For instant, under the “ten-foot rule”, any member of staff within ten
feet of a customer must offer them assistance. Its labor relations are exceptional. Workers are
not plain employees but “associates”, eligible for a share of the profits and stock options in the
company. This has created a famously loyal and highly competitive workforce.