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)

a. Right amount

b. Right product

c. Right price

6-4. Distribution: (wdef)

a. Right time

b. Right place

c. Right condition

6-5. Retail Promotion Mix: (wdef)

a. Advertising

b. Personal Selling

c. Sales Promotion

d. Public Relations

e. Publicity

f. Atmospherics

g. 8 Major Media (emphasis on Newspapers)

6-6. Store Management: (wdef)

a. Human Resources Management

b. Store Layout and Design

c. Troubleshooting

6-7. Service: (wdef)

a. Pre/Post Transaction Activities/Complaint & Warranty Handling

b. Hours of Operations

6-8. Retail Strategy: (wdef)

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

8. Strategic Marketing Planning--(wdef)