Once the strategic plan is in place, retail managers turn to the more managerial aspects of planning. A retail mix is devised for the purpose of coordinating day-to-day tactical decisions. The retail marketing mix typically consists of six broad decision layers including product decisions, place decisions, promotion, price, personnel and presentation (also known as physical evidence). The retail mix is loosely based on the marketing mix, but has been expanded and modified in line with the unique needs of the retail context. A number of scholars have argued for an expanded marketing, mix with the inclusion of two new Ps, namely, Personnel and Presentation since these contribute to the customer's unique retail experience and are the principal basis for retail differentiation. Yet other scholars argue that the Retail Format (i.e. retail formula) should be included.[1] The modified retail marketing mix that is most commonly cited in textbooks is often called the 6 Ps of retailing (see diagram at right).[2][3]
^Constantinides, E., "The Marketing Mix Revisited: Towards the 21st Century Marketing", Journal of Marketing Management, Vo. 22, 2006, pp. 422-423
^Berens, J.S., "The Marketing Mix, the Retailing Mix and the Use of Retail Strategy Continua", Proceedings of the 1983 Academy of Marketing Science (AMS), [Part of the series Developments in Marketing Science], pp. 323–27
^Lamb, C.W., Hair, J.F. and McDaniel, C., MKTG 2010, Mason, OH, Cengage, pp. 193–94
for the purpose of coordinating day-to-day tactical decisions. The retailmarketing mix typically consists of six broad decision layers including product...
for retail differentiation. Yet other scholars argue that the Retail Format (i.e. retail formula) should be included. The modified retailmarketing mix...
case of services marketing Other extensions have been found necessary in retailmarketing, industrial marketing and internet marketing. In response to...
government-run marketing bodies but these have tended to become less prominent over the years. Efficient marketing infrastructure such as wholesale, retail and assembly...
department stores by country Distribution, Retail, Marketing History of retailing in the modern era Types of retail outlets International Association of Department...
trade throughout Europe and the Middle East. While the rise of retailing and marketing in England and Europe has been extensively studied, less is known...
Retail media is marketing to consumers at or near their point of purchase, or point of choice between competing brands or products. Common techniques...
retailer. Types of retail outlets (retail shops, retail stores) by marketing strategy include: A shopping arcade refers to a group of retail outlets operating...
In retailmarketing, an endcap or end cap is a display for a product placed at the end of an aisle. It is perceived to give a brand a competitive advantage...
Multichannel marketing is the blending of different distribution and promotional channels for the purpose of marketing. Distribution channels include a retail storefront...
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itself from retailmarketing which focuses on engaging the customer in-store only. 'Shopper marketing' is not limited to in-store marketing activities...
A marketing channel consists of the people, organizations, and activities necessary to transfer the ownership of goods from the point of production to...
increase appeal, often with little intrinsic value. When applied to retailmarketing, it is a unique or quirky feature designed to make a product or service...
Mary Jo (1993). "Tracking the evolution of the services marketing literature". Journal of Retailing. 69 (1): 61–103. doi:10.1016/S0022-4359(05)80004-1. Archived...
is the downstream retailmarketing company, Shell Pakistan Limited, which has interests in downstream businesses including retail, lubricants and aviation...
Texas, four light product distribution terminals, and retailmarketing contracts for 1,200 retail stations throughout the southeastern United States. In...
seat" to consumer marketing. This entailed providers of goods or services selling directly to households through mass media and retail channels. David Lichtenthal...
as online marketing and logistics management platforms. On social media, retail online marketing is often used. Online business marketing platforms such...
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Direct marketing is a form of communicating an offer, where organizations communicate directly to a pre-selected customer and supply a method for a direct...
Guerrilla marketing is an advertisement strategy in which a company uses surprise and/or unconventional interactions in order to promote a product or...
Global Information