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5 Cards in this Set
- Front
- Back
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Retail stratehy |
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Soures of competitive advantage |
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Market segmentation |
-A retailer may decide to appeal to a select group of customers within a market area -The process of dividing a market into smaller subsets is called market segmentation -the market segment to which the retailer directs its appeal is the target marked or audience -The retailer will not be successful unless it can communicate its offering effectively to its terget market -By using a broad appeal the retailer hopes to attract a few customers from all segments to the marked - the right appeal represents the right audience through the right media -retailer communicates its offering by selecting the right media to consumers. -this is just as importants as develping the product's content |
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Media comprises of |
Media comprises of:Newspapers, television, radio, magazines, telephone, direct mail, window displays, outdoor signs, in-store demonstrations, and personal sales representatives |
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