MKTG 396 Lecture Notes - Lecture 13: Shopper Marketing, Convenience Store, Discount Store
Document Summary
All of the activities involved in selling goods or services directly to final consumers for their personal, nonbusiness use. A business whose sales come primarily from retailing. Using in-store and ad(cid:448)e(cid:396)tisi(cid:374)g to e(cid:454)te(cid:374)d (cid:271)(cid:396)a(cid:374)d e(cid:395)uit(cid:455) to (cid:862)the last (cid:373)ile(cid:863) a(cid:374)d e(cid:374)(cid:272)ou(cid:396)age fa(cid:448)ou(cid:396)a(cid:271)le i(cid:374)-store purchase decisions. Serve customers who are willing to perform their own locate- compare-select process to save time or money. Provide more sales assistance because they carry more shopping goods about which customers need information. High-end specialty stores and first-class department stores, salespeople assist customers in every phase of the shopping process. A retail store that carries a narrow product line with a deep assortment within that line. A retailer organization that carries a wide variety of product lines each line is operated as a separate department managed by special buyers or merchandiser. A large, low-cost, low-margin, high-volume, self-serve store that carries a wide variety of grocery and household products.
