PHYSICS 102 Lecture Notes - Lecture 4: Convenience Store, Best Buy, Brand Equity
Document Summary
Mm chapter 11: retailing and wholesaling: retailing. Shopper marketing: using in-store promotions & advertising to extend brand equity to the last mile" and encourage favourable point of purchase decisions: google defines zero moment of truth" = consumer begin buying process by searching online. 1. 1 types of retailers: retailers can be classified in terms of characteristics: amount of service, breadth product lines, relative prices, organisation. Product line: retailers can be calssified by length & breadth of their product assortments: Specialty store: narrow product line with deep assortment within line. Department store: wide variety of product lines, each operated as separate department managed by specialist buyers or merchandisers. Supermarket: large, low-margin, high-volume, self-service store; carries wide variety of grocery and household products. Convenience store: small store, located near residential area; open long hours seven day; carries limited line of high-turnover convenience goods. Superstores: much larger than regular supermarket; large assortment of routinely purchased goods.
