Chapter 17 and 5 Notes

Chapter 17 and 5 Notes - Chapter17and5 RetailingStrategy...

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Retailing Strategy Marketing Mix Strategy Customer Relationship  Management MKT 300 Recap Chapter 17 and 5 Chapter 17 and 5
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A group of marketing  variables that a business  controls with the intent of  implementing a  marketing strategy  directed at a specific  target market. The Marketing Mix The Marketing Mix
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Retailing Strategy Retailing Strategy
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Managing the Physical  Managing the Physical  Surroundings Surroundings Image Safety Temperature Senses - music speed Parking spacing . Crowding (+/-)   .
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Atmospherics and Shopping  Atmospherics and Shopping  Behavior Behavior  atmosphere layout, design, textures, senses  emotional response pleasure/displeasure/heightened  senses  behavior Time spent in store, affiliation with  people, buying actions
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Marketing Orientation Acquire Market Information Assess Information Respond (adjust 4 P’s) Market Orientation: A customer-centric focus on the market environment
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is the logic that guides the selection  of a particular marketing mix to  achieve marketing objectives Marketing-Mix Strategy
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Marketing-Mix Strategy product Are there  substitutes? Does it meet our customers  needs? Where are we in the  PLC? How profitable is  it? Is there a more profitable target  market? Do customers like it?
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Marketing-Mix Strategy price What are our fixed  costs? What is the price of substitute  products? What are customers willing to  pay? What do competitors  charge? What are our variable  costs?
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Marketing-Mix Strategy place Do we sell direct? If our own sales force, do we pay  straight salary, commission or some  combination? If B2B, do we use middlemen or  our own sales force? Do we sell through retailers? Do we use wholesalers?
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Marketing-Mix Strategy promotion Which media do we use? How aware is out target audience of our 
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This note was uploaded on 02/11/2010 for the course MKT MKT 300 taught by Professor Eaton during the Spring '10 term at ASU.

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Chapter 17 and 5 Notes - Chapter17and5 RetailingStrategy...

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