Class Notes (806,920)
Canada (492,529)
RMG 400 (49)

Making Buying Decisions / Understanding Customers

2 Pages
Unlock Document

Ryerson University
Retail Management
RMG 400
Bharat Sud

Chapter 4 Marketing Research – The systematic process of gathering, recording, and analyzing information about marketing-related problems. What is the purpose of conducting marketing research? • Understand environment • Understand customers/develop customer profile • Analyze competition • Build forecasts Data: • Primary – Collection of new information • Secondary – Collection of information already out there Internal Sources: Store Records, Management, Sales Associates External Sources: Customers, Magazines, Vendors, Internet Buying Offices – Firms located in major market centres for the purpose of providing buying advice and market related services to client stores • Buying specialists and advisers • Can get best prices and sometimes the best goods • More efficient • Can get access to unique products Types of Buying Offices: • Independent o Salaried or Fixed-fee o Commission or Merchandise-broker • Store-Owned Determine if you need a buying office: • Check references and merchandise lines carried • Fit with your needs •
More Less

Related notes for RMG 400

Log In


Don't have an account?

Join OneClass

Access over 10 million pages of study
documents for 1.3 million courses.

Sign up

Join to view


By registering, I agree to the Terms and Privacy Policies
Already have an account?
Just a few more details

So we can recommend you notes for your school.

Reset Password

Please enter below the email address you registered with and we will send you a link to reset your password.

Add your courses

Get notes from the top students in your class.