RMG 400 : Course Overview

• School: Ryerson University
• Department: Retail Management
• Course: RMG 400
• Professor: Bharat Sud

Document Summary

Production orientation make whatever is easy to produce, and then t ry to sell. Market orientation design marketing programs to meet customer needs. Marketing concept customer satisfaction, total company effort & profit. Trends/challenges: too many stores, marketing to smaller niches, increasing consolidation, rapid globalization, increased demand. Types of target marketing undifferentiated, concentrated, multi-segmented. Factors affecting buyer"s job: merchandise carried, organizational structure, size of the organization. Types of products: hard (tools), soft (clothing), food. Chain stores, buying is done through head office (centralized buying) : central merchandising plan, warehouse requisition plan (each store sends requests to warehouse), price agreement plan (company agrees with suppliers for discounted price) Retail formats: department, discount, outlet (specific brands, major discounts), specialty (sell high, turnover low), supermarket (quick. Marketing research the systematic process of gathering, recording, and analyzing info about marketing-related problems. Purpose of conducting marketing research: understand environment, understand customers, analyze competition, forecast. Data: primary new information, secondary already out there.