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Chapter 3&4

Terms in this set (7)

objectives (goals)
specific results that one wishes to achieve
positioning
a retailer devises its strategy in a way that projects an image relative a retail category and its competitors and that elicits a positive consumer response
mass merchandising
Positioning approach whereby retailers offer a discount or value-oriented image, a wide and/or deep merchandise selection, and large store facilities.
Niche retailing
retailers identify specific customer segments and deploy unique strategies to address the desires of those segments rather than the mass market
bifurcated retailing
with the decline of middle-of-the-market retailing, both mass merchandising and niche retailing dominate the retail market
Mass Marketing
using a single marketing strategy to reach all customers
Concetrated Marketing
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