Marketing

Business

Quiz 16 :
Personal Selling and Sales Promotion 

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Quiz 16 :
Personal Selling and Sales Promotion 

In the given case, J opens a small retail store which specializes in high quality, high prices clothes of children she should be concerned about following types of competitors: • Speciality stores: These stores provide high customer service and specialize in providing variety of high quality products. • Malls: These are a single outlet offering variety of products under one roof like entertainment, food and beverages, apparel and home items. • Etailers : This offers facility to order and shop through the help of internet. The merchandise is dropped at customer address. • Super market: These types of stores are specialized into different range of beverage and food products. They have now widened into fashion, electrical and home products too. • Independent stores: these stores are direct retail stores of some companies where they offer wide variety of products.

A retailer is a business or an organization that buys goods for the purpose of reselling directly to the ultimate consumer. A retailer adds to the value of the product by: • making the shopping experiences of buyers quite convenient just as in the case of online shopping; • facilitating shopping comparisons when similar retail shops are located in the same general vicinity; • offering services like technical advice, home delivery, easy credit, repair, and maintenance; and • demonstrating the needs and uses of the product to meet the satisfaction of the customers. A retailer provides an environment for exchange, and therefore, acts as a significant link between the producer and the ultimate consumer of the product. Retailers open a broader array of products through their marketing operations to satisfy the needs of the consumers.

Considering the attributes and buying behaviour of the target market, the product will be sold to retailer. The product requires a retailer to sell it to the ultimate consumer because the attributes of the product demands the product to be displayed and marketed to the customers. On the other hand, the buying behaviour also demands the product to be displayed by the retailer. The buying behaviour is variety seeking so the customers need the retailer to make them aware about the features and attributes of the product. Such customers always prefer to buy something new in terms of quality, quantity, design and colour. The attribute in this product are its quality, colour, taste, shape, innovative features, etc. the product cannot be sold to the customer without the help of a retailer as the product requires the retailer to inform customer about the attributes of the product.