Retailers’
Marketing Decisions
- Service and store atmosphere
- Price Decision
- Communication Decision
- Location Decision
Service and store atmosphere:
Service:
The service mix is a tool for
differentiating one store from another. Retailers must decide on the services
mix to offer customer: pre-purchase service, and ancillary service.
Atmosphere:
Atmosphere is another element in
the store arsenal. The store must embody a planned atmosphere that suits the
target market and draws consumers toward purchase.
Price Decision:
Prices are a key positioning factor
and must be decided in relation to the target market, the product and service
assortment mix, and the competition. All retailers would like to achieve high
volumes and gross margins.
Communication
Decision:
Retailers
use a wide range of communication tools to generate traffic and purchases.
Each retailer
must use communications that support and reinforce its image positioning.
Retailers
are accustomed to saying that three keys to success are “location, location and
Location".
Department store chains, oil companies and fast food franchisers exercise great
care in
Selecting
locations.
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