ADM 2320 Lecture Notes - Lecture 13: Omnichannel, Personal Grooming, Marketing Mix
13 May 2017
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Document Summary
> drugstores: specialty store, health & personal grooming products, pharmaceuticals. > off-price retailer: inconsistent assortment of merchandise, low prices (extreme-value retailer: general merchandise discount store) > discount: a broad variety, limited service, low prices. > services retailer: primarily sell services rather than merchandise. How a rm does things: developing a retail strategy, product (merchandise assortment) > providing the right mix of merchandise and services: price. > price de nes the value of both the merchandise and the service provided: place. > convenience is a key ingredient to success: promotion. > retailers use a wide variety of promotions, both within their retail environment & through mass media. Physical environment - presentation (store design & display) > promote & showcase what the store has to offer (displays are an important type of promotion) > personal selling & customer service representatives are also part of the overall promotional package.
