Well address the development of market segmentation, how it serves as the foundation of a marketing strategy, the types of segmentation to consider and the process of developing a market segmentation strategy. Feb 03, 2011 if over one half of the amount of volume of business comes from sales to ultimate consumers, i. The emarketing concepts client portal is currently being redesigned for increased client functionality and transparency. Eight characteristics of successful retail concepts. Sep 23, 2014 as a retail store manager, i spend a lot of time talking to my staff about sales and ways to improve in their selling approach.
The holy grail of strategy for any firm, but especially retailers, is to create a concept that is so different and compelling that it renders competitors irrelevant and then to implement that concept in such a way that core customers are bonded and the competitors find it hard to copy or react. Public service organizations are increasingly turning to marketing professionab as managerialism takes over administration. He is a specialist who maintains contact with the consumer and the producer. Lesson 1 an overview of retailing pondicherry university. Retail marketing pdf retail marketing has received a tremendous amount of attention over the last 18. Marketing is simply the performance of business activities that direct the. Therefore, marketing is a great place to begin for students who want to become more businessproficient. There are 5 different concepts of marketing, each of which vary in the function that they deal with. Philip kotler marketing is the analysis, planning, implementation, and control of carefully. Understand the areas of accountability for retail management. Customer orientation valuedriven coordinated effort goaloriented relationship retailing seek longterm relationships with customers rather than viewing each sale as a new encounter focus on customer satisfaction over time satisfaction happens when a retailer meets or exceeds customer expectations. Evidently, retail trade is one that cuts off smaller portions from large lumps of goods.
The marketing mix provides the foundation of retail marketing. In the theoretical part, the thesis covers areas of marketing concepts and business concepts. As a retail store manager, i spend a lot of time talking to my staff about sales and ways to improve in their selling approach. Retailing occurs in all marketing channels for consumer products. Basic concepts of marketing,various competing concepts also. This tutorial introduces you to various concerns of retail business such as retail marketing, space management, and retail operations. Aug, 2015 ten new marketing concepts your company needs to understand right now. Vegetable marketing plan, you will need to revisit. Guide amplifies the requirements in relation to marketing, setting out the following learning outcomes. Bmx3e retail sectors graphical text forms such as diagrams, photographs, drawings, sketches, graphs, schedules, maps, charts, timelines, and tables are intended to communicate information in a concise format and illustrate how one piece of information is related to another. Marketing concepts and definitions thus, recorded music is. There is an ongoing debate on the relevance and role of marketing in the changing public sections of western democracies. Canadas market is characterized by real growth and low risk see figure.
We are consumers, but many of us are part of marketing like salespersons, wholesalers, rivals, raw material suppliers and so. It originated as a response to fundamental changes in the current marketing environment demographic changes, globalization, hypercompetition, internet development, corporate social responsibility, etc. Marketing concept includes the marketing research, market segmentation, and marketing mix. Principles of retailing suzanne fernie bsc, tqfe, dms marketing, mba suzanne is a further and highereducation lecturer in retailing and marketing, specialising in retail environment, retail theories and retail change. We hope you find this book to be as informative and readerfriendly as possible. Marketing is much more important to the retail enterprise, and thus marketing. Fredrick onyango aila 1,5 department of marketing and management, school of business and economics, maseno university, private bag, maseno, kenya. It is a process through which goods are transported to final consumers. Successfully navigate the uncertain future of retail marketing platforms. Based on methods in the marketing plan and web promotion guide. The concept is extended to cover noncustomer groupings as well, such as voter markets, labour markets, and donor markets. The distribution of finished products begins with the producer and ends at the ultimate. Key concepts in marketing and international marketing.
Multi level marketing is a very popular business model in the western countries. Marketing involves satisfying customer needs or desires. For much of this time, the television programming industry relied solely upon advertising revenue to fund some of the most popular television shows in history. Retail management i about the tutorial retail management is an activity of selling products or services to their endusers. Retail management 3 retail in marketing channels with industrialization and globalization, the distance between the manufacturer and the consumer has increased. The evolution of the marketing concept marketing essay. Sep 25, 2007 these 18 webmarketing concepts that make a difference may just give you an edge on your competitionor an edge, period.
The levels of intermediaries involved in the marketing channel depends upon. Ten new marketing concepts your company needs to understand. Pages 1 8 2 make sure youve got the basics down pages 9 16 3 taking it to the streets pages 17 19 4 make your business a habit pages 20 23 5 amping up on value pages 24. The retailing concept covers the following four broad areas. Curriculum overview the main objective for the curriculum is to provide the learner with an overview of the retail industry, concepts and processes and an opportunity to understand the areas of accountability for a retail manager. As kotler explains, it the marketing concept consists of four major elements. Retail concept the retailing concept is essentially a customer oriented, companywide approach to developing and implementing a marketing strategy. The retail marketing mix and the retail product the set of controllable tactical marketing tools that the firm blends to produce the response it wants in the. Application of the marketing concept and performance of. Technology 3 new retailing concepts you need to learn now a new kind of shopper is evolving, a customer who is constantly changing behaviors depending on what the goal of. Holistic marketing concept holistic marketing concept is probably the newest approach to marketing and the latest business concept.
It is one of the safest carries a very low risk ways of conducting a business activity. Retail marketing has received a tremendous amount of attention over the last 18. Aug 25, 2015 technology 3 new retailing concepts you need to learn now a new kind of shopper is evolving, a customer who is constantly changing behaviors depending on what the goal of the purchase is. Core concepts of marketing definition of marketing marketing is a social process by which individuals and groups obtain what they need and want through creating and exchanging products and values with others. These 18 webmarketing concepts that make a difference may just give you an edge on your competitionor an edge, period. Retail marketing introduction and overview todays shoppers want the total customer experience. Retailing and retail marketing are based on selling products and services to the end user. This article provides an introduction to these important marketing concepts. As the market changed, so did the concepts of marketing. Introduction to retailing and services marketing, grade 11.
Concepts of marketing free download as powerpoint presentation. The marketing concept on the other hand, takes an outsidein perspective. Eight characteristics of successful retail concepts retail. Ten new marketing concepts your company needs to understand right now. Mbmm 3005 paperxv retail marketing objectives to understand the concept, process and management of retail business to develop an understanding of the retail strategy and planning process, and to have an understanding of merchandise process unit i. This article argues that the marketing community must dearly conceptualize the public sector as a marketing context if it is to operate. The business concept includes business strategies, strategic renewal models, brand image, and operational concepts of service business briefly. The learner will also be able to determine a level of. An overview of strategic retail management welcome to retail management. So if the same old leftbrain thinking that everybody else is using just doesnt get you where you want to be, try these creative concepts on for size. Key concepts in marketing and international marketing giorgio gandellini, 2010 page 5 of 9 licensing.
In other words, retailing consists of the activities involved in selling directly to the ultimate consumer for personal, nonbusiness use. My top 5 marketing concepts to improve retail store sales. This course will provide the concepts and tools required. When physiological needs and safety needs are, by and large, taken care of, a third layer starts to show up. Understand how the role of the manager impacts the success of a retail business. As a result, new products must constantly be introduced into the marketplace. In an age where customer is the king and marketers are focusing on customer delight, retail may be redefined as the first point of customer contact. Marketing means human activities taking place in relation to markets. Iran abstract marketing is a process that affect our lives. She has taught retailing at every level in further and higher. You begin to feel the need for friends, a sweetheart.
For example production concept deals with production and selling concept deals with selling. The basics of marketing will, for the most part, stay the same but the landscape is continuously evolving. The second edition of this text offers an approach that. Modern marketing, concepts and challenges ramin rahnama1 ali hossein beiki2 12 m. The fundamentals of retail management program goals and course objectives program goals. Though producers may sell directly to consumers, such method of distributing. The concept of markets bring the full circle to the concept of marketing. Introduction to retail marketing linkedin slideshare. Marketing focuses on generating and growing top line revenues and is a central driver of corporate profits. If you need any account information during the redesign, please do not hesitate to contact a client success representative at. It recently occurred to me that a lot of the sales techniques i find most effective link back to concepts i learned while studying marketing. Become familiar with how the retail industry works.
It also introduces you to visual merchandising, retail marketing mix, and etailing. It provides guidelines which must be followed by all retailers irrespective of their size, channel design, and medium of selling. Each of the concept was developed as per the need of the market. Business cases, as well industry data and insights, are effectively used to illustrate key concepts in retail and channel marketing. Each element must work together to create an aligned and cohesive marketing strategy to engage consumers. Application of the marketing concept and performance of supermarkets in kisumu city, kenya 1mr. Many times a product is manufactured in one country and sold in another. If over one half of the amount of volume of business comes from sales to ultimate consumers, i.
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