Professional Documents
Culture Documents
Retail Marketing Mix and Planning
Retail Marketing Mix and Planning
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Place
Product
Price
Promotion
People
Process
Physical Environment
13
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Target market
Channel structure
Channel management
Retailer image
Retail logistics
Retail distribution
14
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Product development
Product management
Product features and benefits
Branding
Packaging
After-sales services
15
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Costs
Profitability
Value for money
Competitiveness
Incentives
Quality
åtatus
16
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eveloping promotional mixes
Advertising management
åales promotion
åales management
Public relations
irect marketing
17
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åtaff capability
Efficiency
Availability
Effectiveness
Customer interaction
Internal marketing
18
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6rder processing
atabase management
åervice delivery
Queuing system
åtandardisation
19
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åhort-term
Tactical planning relating to:
Current retail marketing position
åtrategy for the year
6bjectives for the year
Action , budgets and controls.
Coordinating retail activities within
departments.
25
M
Long-term
Medium range planning relating to:
Major factors and forces affecting the retailer.
Long-term objectives.
Resources required.
Reviewed and updated regularly.
eals with current business
26
å