ENG ELC 220 Lecture Notes - Lecture 14: Brand Equity, Category Killer, Espn Bottomline
18 Sep 2020
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Retailing all the activities involved in selling goods or services directly to final consumers for their personal, nonbusiness use. Retailer a business whose sales come primarily from retailing. Shopper marketing using in store promotions and advertising to extend brand equity to the last mile and encourage favorable point-of-purchase decisions. Retail stores can be classified in terms of several characteristics, including the amount of service they offer, the breadth and depth of their product lines, the relative prices they charge, and how they are organized. Self-service retailers serve customer who are willing to perform their own locate- compare-select process to save time or money. Limited-service retailers provide more sales assistance because they carry more shopping goods about which customers need information increased prices. Full-service retailers, such as high-end specialty stores and different first-class department stores assist customers in every phase of the shopping process.
