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1、MARKETNGDECISIONSOFRETAILERPhilipKotlorRetailerstodayareanxioustofindnewmarketingstrategiestoattractandholdcustomers.Inthepasttheyheldcustomersbyofferingconvenientlocation,specialoruniqueassortmentsofgoods,greaterorbetterservicesthancompetitors,andsto
2、recreditcards.Allofthishaschanged.Today,nationalbrandssuchasCalvinKlein,Izod,andLeviarefoundinmostdepartmentstore,intheirdriveforvolume,national-brandmanufacturershaveplacetheirbrandedgoodseverywhere.Theresultisthatretail-storeassortmentshavegrownalik
3、e.Servicedifferentiationalsohaseroded.Manydepartmentstoreshavetrimmedservices,andmanydiscountershaveincreasedservices.Customershavebecomesmartershoppers.Theydonotwanttopaymoreforidenticalbrands,especiallywhenservicedifferenceshavediminished.Nordotheyn
4、eedcreditformaparticularstore,becausebankcreditcardshavebecomealmostuniversal.Inthefaceofincreasedcompetitionfordiscounthousesandspecialtystores,departmentstoresarewagingacomebackwar.Oncelocatedinthecenterofcities,manyopenedbranchesinsuburbanshoppingc
5、enters,whereparkingisplentifulandfamilyincomesarehigher.Othersrunmorefrequentsales,remodeltheirstores,andexperimentwithmail-orderandtelemarketing.Facingcompetitionformsuperstores,supermarketshaveopenedlargerstores,carryingalargernumberandvarietyofitem
6、s,andupgradedtheirfacilities.Supermarketshavealsoincreasedtheirpromotionalbudgetsandmoveheavilyintoprivatebrandstoincreaseprofitmargins.Wewillexamineretailers’marketingdecisionsintheareasoftargetmarket,productassortmentandprocurement,servicesandstorea
7、tmosphere,price,promotion,andprice.TargetMarketAretailers’mostimportantdecisionconcernsthetargetmarket.Untilthetargetmarketisdefinedandprofiled,theretailercannotmakedecisionsonproductassortment,storedécor,advertisingmessagesandmedia,price,andservicele
8、vels.Someretailershavedefinedtheirtargetmarketsquitewell:Wal-Mart.ThelateSamWaltonandhisbrotheropenedthefirstWal-MartdiscountstoreinRogers,Arkansas,in1962.Itwasabig,flat,warehouse-typestoresellingeverythingfromappareltoautomotivesuppliestosmal
