Fundamentals of retailer relations
Summary :
Table of Contents
- Introduction
- Market
- Buyer behaviour
- Factors influencing buyer behaviour
- Impact of information on buyer behaviour
- Socio - cultural environment: Buyer behaviour
- Influence of the intimate group on buyer behaviour
- Influence of the broad social class on buyer behaviour
- Religion, language, etc.
- Status influencing buyer behaviour
- Managing distribution
- Analyzing customers' desired service output levels
- Establishing objectives and constraints
- Number of intermediaries
- Terms and responsibilities of channel members
- Channel management by retailers
- Methods of retailer dominance
- Small retailers as channel leaders
- Conclusion
- Bibliography
Abstract
Marketing is indeed an ancient art. Its emergence as a management discipline however is of relatively recent origin. In fact, today most management thinkers and practitioners around the world regard marketing as the most important of all management functions in any business.
In the past, it was thought that marketing was only concerned with getting goods and services into the hands of ultimate customers. In the recent years, marketing has assumed greater importance which is mainly due to the rapidly increasing tempo of production of a wide range of goods and services.
"Marketing is a social and managerial process by which individual, and groups obtain what they need and want through creating, offering and exchanging products of value with others".
In the past, it was thought that marketing was only concerned with getting goods and services into the hands of ultimate customers. In the recent years, marketing has assumed greater importance which is mainly due to the rapidly increasing tempo of production of a wide range of goods and services.
"Marketing is a social and managerial process by which individual, and groups obtain what they need and want through creating, offering and exchanging products of value with others".
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