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Service marketing in retail sector

Service marketing in retail sector

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Published by Pankaj Rawal
Retail marketing
Retail marketing

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Published by: Pankaj Rawal on Feb 06, 2013
Copyright:Attribution Non-commercial

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11/25/2013

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Service Marketing Assignment
Submitted to: Prof. Deepali Singh | Submitted by: Pankaj Rawal (ipg_2008064)
ABV-
 
IIITM,
 
G
WALIOR
 
S
ERVICE MARKETING IN RETAIL SECTOR
 
 
1
Table of Contents
Service marketing in Retail sector ................................................................................... 2Contribution in GDP ....................................................................................................... 2IT and Retailing Services ................................................................................................ 2Types of products in retail market ................................................................................... 3Retailer services .............................................................................................................. 3Transfer mechanism ........................................................................................................ 4Challenges....................................................................................................................... 4Levels of retail services ................................................................................................... 5Major Players of retail sector World Wide ....................................................................... 5Major Players of Retail Sector in India............................................................................ 5Retail Marketing Mix ...................................................................................................... 6Retail marketing planning ............................................................................................... 9Consumer behavior and retail services .......................................................................... 11Service design and delivery ........................................................................................... 14Brand Equity ................................................................................................................. 15Customer Service .......................................................................................................... 15Communication Mix ..................................................................................................... 16Pricing ........................................................................................................................... 19Drivers of service switching .......................................................................................... 21Common CRM applications in Retailing ....................................................................... 22Service guarantee .......................................................................................................... 22Service quality .............................................................................................................. 22Models used in Retails service sector ............................................................................ 27List of Case Studies ....................................................................................................... 27
 
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Service marketing in Retail sector
Retail is the sale of goods and services from individuals or businesses to the end-user. Retailers are partof an integrated system called the supply chain. A retailer purchases goods or products in largequantities from manufacturers or directly through a wholesaler, and then sells smaller quantities to theconsumer for a profit. Retailing can be done in either fixed locations or online. Retailing includessubordinated services, such as delivery.Second hand retails are non-profit sales online retailing used for B2C (Business to Customers)transactions and mail orders.
Contribution in GDP
Contribution of total services in worlds GDP is on average 62.9%. The retail sector shares in GDP forsome countries are as follows:India 10%USA 10%China 10%Brazil 6%
IT and Retailing Services
Types of retailing services by implementing IT:
 
Supply chain system
 
Enterprise retail system
 
Store operation system
 
Inventory management system
 
RFID (Radio Frequency identification)
 
E-tailing services
 
M-commerce
 
MIS (Management information system)

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