Essentials of Marketing 7th Edition by Charles Lamb,Joe Hair,Carl McDaniel

Exercise 11

List the major tasks involved in developing a retail marketing strategy. Retail management begins with defining the target market, typically on the basis of demographic, geographic, or psychographic characteristics. After determining the target market, retail managers must develop the six variables of the retailing mix: product, promotion, place, price, presentation, and personnel.
6.1 Identify a successful retail business in your community. What marketing strategies have led to its success?
6.2 How can a company create an atmosphere on its Web site? Visit the pages of some of your favorite retailers to see if they have been able to re-create the store atmosphere on the Internet.