COMMERCE 2MA3 Lecture Notes - Space Trade, Hypermarket, Telemarketing
Document Summary
Customer service strategy: comfort lounges, restrooms, childcare services, special occasion registries. Location/distribution strategy: depends on the target market, financial capabilities and the site availability, planned shopping centres, neighbourhood shopping centre. 5 to 15 stores grouped for targeting 5000-50000 people. 10 to 30 stores grouped for targeting 20000-100000 people. Financial institutions and convenience goods: regional shopping centre. 200 small stores, 300000 square feet: power centre. Number of big box retailers grouped together: lifestyle centre. Promotional strategy: print media, internet, broadcast media, through sales persons, selling up persuading customers to buy higher priced items than their initial intention, suggestion selling broadening a customers initial purchase intention. Store atmospherics: store atmospherics combination of the physical attributes and amenities that a retailer provides, exterior parking area, colour of the store, store sign, interior lighting, restroom facilities, cleanliness. Types of retailers: classification by form of ownership, chain stores. Handle only part of a single product line that it stocks in considerable depth or variety.