Exposure
Costco is a wholesale corporation that offers bulk quantities of merchandise that are sold at discounted prices to club members who pay an annual membership fee. It is known to be the largest retailer in the world. However, when it comes to exposing themselves through marketing, they don’t. Costco uses direct marketing, like emails as well as a monthly magazine called the “The Costco Connection,” that exposes and promotes their products. They also have sales personnel that persuade customers to buy certain products within the warehouse. Besides that Costco does not advertise. Instead, they rely upon their mission to provide low prices and product value to lure in their customers. This, in conjunction, makes Costco so successful. Costco also applies public relations to boost its corporate and brand image, like having a sustainability program for its supply chain.
Attention
As we all know it today Costco is known for its great deals and bargains that always have customers on their feet. Costco is also known for always switching up its merchandise to catch the customer’s attention. For example, every season they have something new right when you enter so that customers can get excited while getting their shop on. In the wintertime, Costco puts out blankets as a catch since its cold outside and they know customers won’t second guess purchasing a cozy blanket to Netflix and chill in their living room. In the summertime, Costco will put out shorts and fragrances so that people can be comfortable in the heat while smelling good even if they’re breaking a sweat. Costco knows its audience and knows exactly how to gain their consumer’s attention at everyday low prices that’ll make them never want to miss out on a bargain.
Comprehension
Costco has a mission “to continually provide our members with quality goods and services at the lowest possible prices.” Consumers would comprehend this mission/statement objectively as it is easy to understand, which is good for any company. Providing any marketing stimuli it is best to make sure that it is easy to read, which is what Costco does. The mail they send out to their members and the signs they provide online and in-store are easy to read and comprehend. Upon comprehending what we've seen and read, we can see that what they're saying aligns with what we see in the store.
Perception
Costco always has a big red sign in front of every store, which attracts customers to come shop there. They have a food court where customers can order food and eat. When customers enter the store, they see a variety of electronic equipment like flat-screen televisions, high tech computers, and Samsung Galaxy phones. They also offer delicious samples for the food products they sell. This entices people to try out their samples and purchase them if they like it. Costco also sells a variety of clothing brands, coupons, and books in their stores, which also tells customers that their store has a variety of items.
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