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RETAIL MARKETING

BS – VIII
Course Title : RETAIL MARKETING
Course Number : BA (H) – 641
Credit Hours: 03

COURSE CONTENTS

  1. An Introduction to Retail Marketing
    • The marketing Role of the Retailer
    • The Wheel of Retailing
    • The Essence of Successful Retailing
  2. Shopping Behavior
    • The SOR Model of Buyer Behavior
    • Developing the SOR Model for a Retailing Setting
    • Task Definition and Psychological State
    • The Temporal Perspective
    • Shopper Types
    • Purchase Behavior

  3. Key Marketing Factors in Retailing
    • Location and Perceived Image
    • Internal Environment and Core Product
    • In-Store-Stimuli
    • Relationship Issues and Building Customer Loyalty
  4. Retail Location
    • Classification of Location
    • The location Decision Process
  5. Retail Image: Positioning and Reputation
    • Retail Image and Positioning
    • Branding of Retail Stores
    • Brand Image and Retail Expansion
    • Building Strong Brands
    • Brand Positioning and Competition
  6. Store Design
    • The Design Element
    • The Social Element
    • The Ambient Element
  7. Retail Assortment
    • Assortment Planning
    • The Decision Process
  8. Retail Pricing
    • Shopper Value Evaluation
    • Retailer’s Financial Consideration
    • Competitors Issues
    • Pricing Objectives
    • Pricing Strategies
    • Tactical Pricing
  9. Retail Promotion
    • The Retail Promotional Mix
    • Sales Promotion
    • Point-of-Sale Display
    • Advertising
    • Direct marketing
    • Public Relations
    • Personal Selling
    • The Retail Sale
  10. Customer Service as Satisfaction and as Competitive Advantage in Retailing
    • What are Services?
    • What do Customers Want?
    • Designing Appropriate Services and Setting Monitoring Standards
    • Delivering and Performing the Service Properly
    • Ensuring That the Promises Made to Customers Are Met
  11. Customer Loyalty and Related Issues
    • Relationship Marketing
    • Building Relationships and Customer Relationship marketing
    • Customer Retention in a Retail Context
    • What is Loyalty?
    • Customer Loyalty Schemes: Do They Really Work?
  12. Customer Care and Handling Complaints

    • Learning from Losing a Customer
    • Communicating with Unhappy Customers
    • How to Handle Complaints
  13. Retail Demand management
    • An Input – Output Retail Demand Management Model
    • Outcomes of Input – Output Retail Demand Management Model
    • Crowding
    • Retail Demand Management Tactics

  14. Strategic Aspects of Retailing
    • Competitive Positioning in a Retail marketplace
    • Managing Customers Strategically
    • Competencies and Capabilities

RECOMMENDED BOOKS:

  1. Malcolm Sullivan. Dennis Adcock. "Retail Marketing." Thomson. 2006.
  2. A. Halborg. R. Ross. "Marketing Principles and Practice." Pitman Publishing. 3rd Edition.
  3. Adcock D.G. "Marketing Strategies for Competitive Advantage." Wiley,