TAXONOMY MKT 3113.5

1. Market Delineation/Market Research--(wdef)

A. Data

B. Target Market Identification/Characteristics

2. Purchase Motivation/Consumer Behavior--(wdef)

3. Product Adjustment:

A. Form utility

B. Price

C. Brand

D. Package

E. Position--projected/perceived

4. Distribution--(wdef)

5. Promotion/Communication--(wdef)

6. Transaction/Retailing:--(wdef)

1. Retail Mix

6-1. Location Analysis (Target Market Selection): (wdef)

a. Players: General Mdse, Food, Non-store, Service

b. Regional, Trade Area, Site Analysis

c. Site Attractiveness: Accessibility/Availability/Synergies

6-2. Consumer Behavior (Store Selection): (wdef)

a. Problem Solving Behavior: Involvement:

b. Purchase Decision Processes

6-3. Merchandise Management: (wdef)

Right amount

Right product

Right price

6-4. Distribution: (wdef)

Right time

Right place

Right condition

6-5. Retail Promotion Mix: (wdef)

Advertising

Personal Selling

Sales Promotion

Public Relations

Publicity

Direct Response

Atmospherics

8 Major Media (emphasis on Newspapers)

6-6. Store Management: (wdef)

Human Resources Management

Store Layout and Design

Troubleshooting

6-7. Service: (wdef)

Pre/Post Transaction Activities/Complaint & Warranty Handling

Hours of Operations

6-8. Retail Strategy: (wdef)

7. Post-transaction Activities –(wdef: ensuring satisfaction)

8. Strategic Marketing Planning--(wdef)