BUAD301 Chapter 7, 8: UD BUAD301 Chapter 7 & 8

• School: University of Delaware
• Department: Business Administration
• Course: BUAD301
• Professor: Meryl Gardner

Document Summary

Retailing: retailing: includes all the activities involved in selling products or services directly to final consumers for their personal, nonbusiness use. Retailers businesses whose sales come primarily from retailing. Shopper marketing using point of purchase promotions and advertising to extend brand equity to the last mile and encourage favorable point of purchase decisions. The first moment of truth critical 3-7 seconds that a shopper considers a product on a store shelf: types of retailers: Amount of service different customers/products require different amounts of service. Self-service retailers serve customers willing to perform own locate-compare-select process to save time or money ; used by retailers selling convenience goods. Limited-service retailers provide more sales assistance because they carry more shopping goods about which customers need information ; higher prices. Full-service retailers high-end specialty stores and first class department stores assist customers in every phase of shopping process ; carry specialty goods ; much higher cost.