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Retail  is the sale of goods and services from individuals or businesses to the  end-user .

RETAIL BUSINESS. Retail  is the sale of goods and services from individuals or businesses to the  end-user . Retailers are part of an integrated system called the supply chain.

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Retail  is the sale of goods and services from individuals or businesses to the  end-user .

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  1. RETAIL BUSINESS • Retail is the sale of goods and services from individuals or businesses to the end-user. • Retailers are part of an integrated system called the supply chain. • A retailer purchases goods or products in large quantities from manufacturers directly or through a wholesale, and then sells smaller quantities to the consumer for a profit. Retailing can be done in either fixed locations like stores or markets, door-to-door or by delivery. • The term "retailer" is also applied where a service provider services the needs of a large number of individuals, such as for the public.

  2. Types of Retailers • Retailers Use Different Retail Mixes -merchandise: variety (breadth) / assortment (depth) -services -store design, visual merchandising -location -pricing • Infinite Variations • Some combination of retail mixes satisfy the needs of significant segments and persist over time.

  3. TYPES OF RETAIL OUTLET

  4. Three Tiers of Department Stores

  5. Merchandise/Service Continuum

  6. Marketing strategies • pricing and advertising • promoting • packaging

  7. The goal of any ad is • to persuade consumers that they need a particular product or service. • the message of any form of advertising must appeal to the product's key demographic, • an ad must speak directly to the person most likely to need or want the product being sold. • advertising is heavily linked to consumer behavior, since no ad will influence a person's behavior if it seems irrelevant to his or her desires.

  8. Consumer behavior and advertising are closely related • the main goal of advertising involves using the behavior of potential buyers. • The art of advertising is to use visual images and convincing copy to give consumers a sense wishing for something of need for products or services.

  9. Advertising refers to • ways in which marketers, retailers, and other professionals communicate with potential consumers or prospects. • It usually involves the use of: • printed media communications, • television • Internet • radio Advertising

  10. TYPES OF ADVERTISING 

  11. TYPE OF TRUTH IN ADVERTISING INFORMATION 

  12. Packaging does influence customer behavior • Marketers must adapt the packaging to their target consumers: • a child -- cartoon character on a cereal box • a mother -- clearly labeled as being nutritional • older people -- product that is packaged in small quantities • Practicality of use is also important: • the mother of young children -- easy to open for her children's lunch-box, • a bachelor won't mind if a jam-jar is difficult to open.

  13. Promotion • These elements are personal selling, advertising, sales promotion, direct marketing and publicity. • Fundamentally, however there are three basic objectives of promotion. These are: • To present information to consumers as well as others. • To increase demand. • To differentiate a product. • There are different ways to promote a product: • internet advertisement, • special events, • endorsements, • and newspapers • incentive like discounts, free items, or a contest. • "promotion" (marketing company) = "special offer" (public).

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