ENG ELC 220 Lecture Notes - Lecture 18: Brand Equity, Jiffy Lube, T.J. Maxx
Document Summary
Retailing all the activities involved in selling goods or services directly to final consumers for their personal non-business use. Retailer business whose sales come primarily from retailing: retailers reach consumers at key moments of truth, ultimately [influencing] their actions at the point of purchase. Shopper marketing using in-store promotions and advertising to extend brand equity to. The last mile and encourage favourable point-of-purchase decisions: focussing entire marketing process toward turning shoppers into buyers at the point of sale, efforts should be coordinated around the shopping process itself. Different customers and products require different amounts of service. Self-service retailers serve customers who are willing to perform their own locate-compare- select process to save time and money. Limited-service retailers provide more sales assistance as they carry more shopping goods about which customers need information. Full-service retailers assist customers in every phase of the shopping process. They carry more specialty goods for which customers need or want assistance or advice.
