Retailer Marketing Decisions

Retailers are finding for new marketing strategies to draw and hold customers. In the past, retailers attracted customers along exclusive products, more or better services than their competitors offered, or credit cards. At present, in their drive national-brand producer, for volume, have placed their branded goods everywhere. Therefore, stores offer more similar type of assortments-national brands are found not just in department stores but also in mass-merchandise and off-price discount stores. As a consequence, stores are looking more and more likewise.

Service differentiation amongst retailers has also eroded. Various department stores have trimmed their services, while discounters have increased theirs. Customers have become more prices sensitive and smarter. They see no reason to pay more for similar brands, especially when service differences are shrinking.  For all these reasons, various retailers now day are rethinking their marketing schema. As shown in given Figure, retailers face chief marketing decisions regarding their target markets  & positioning, product assortment and services, promotion, price and place.