Textbook(s)
Kotler, P., & Armstrong, G. (2021). Principles of marketing (18th ed.). Pearson.
-1200 words minimum (not including questions/references)
-3 scholarly resources (the textbook may be used as 1 scholarly resource).
Read “Company Case Ulta Beauty: Where the Experience Is Beautiful” at the end of Chapter 13. Incorporate the following topics into an essay in the order depicted below
· Discuss Ulta Beauty regarding each aspect of the retail marketing mix and explain why it is the nation’s leading beauty retailer.
· Explain why Ulta Beauty or any other retailer uses marketing channels. Discuss the functions channels members perform and the value they add.
· Describe the five major promotion tools used in Ulta’s marketing communications mix. Visit the Ulta Beauty website for additional research. Provide specific examples of how Ulta is using each of these promotional tools.
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