Retailer Marketing Decisions

Product Assortment and Services Decision

Retailers must decide on three major product variables: product assortment, services mix, and store atmosphere.

Promotion Decision

Retailers use any or all of the promotion tools-advertising, personal selling, sales promotion, public relations, and direct marketing--to reach consumers.

Price Decision

A retailer's price policy must fit its target market and positioning, product and service assortment, the competition, and economic factors.

Segmentation, Targeting, Differentiation, and Positioning Decisions

Retailers must first segment and define their target markets and then decide how they will differentiate and position themselves in these markets.

Place Decision

Retailers often point to three critical factors in retailing success: location, location, and location.