Making Sense of Marketing by Graham Robinson (auth.)

By Graham Robinson (auth.)

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By Graham Robinson (auth.)

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It had to improve its image. It had to raise its national proftle. But it did not have the sheer weight of promotional resource available to the New Town Development Corporations. Every penny had to count. Bradford as a tourist centre was conceived, packaged and launched; a hitherto unlikely product concept. It explOited the general attributes of the area, coupled with the weekend. availability (contrasting with York) of good quality, value-for-money hotels. Sales exceeded expectations and the market is growing impressively.

The wide ownership of private cars, the increasing competition from internal airlines and high quality long-distance coaches (freed in 1980 of licences restricting the routes they can serve) are all threats to InterCity. The coach sector is estimated to have acquired about £20 million per annum of InterCity's old sales turnover. The M25 orbital motorway around London has put the whole of the South East within easy reach of the radial motorways, further increasing the threat from road competitors.

The interior design had to reconcile consumer needs with retailer needs. The designers were to create an environment in which it was comfortable and convenient to shop; an environment that inspired confidence in customers seeking to buy toiletries and lifestyle products. The final design created an environment in which the consumer is happy to linger while making herlhis purchases. 46 MAKING SENSE OF MARKETING Fig. 13 This retail organisation has recognised that consumers do not only buy the merchandise from the shelves.

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