★ Must-know
📌 Retail marketing concerns the retailer’s assortment, price, distribution and merchandising, whereas consumer marketing concerns the manufacturer’s product, price, place and promotion.
Further detail
Manufacturer creates the product; retailer makes it available; consumer uses it.
1. Which activity is primarily managed through retail marketing rather than consumer marketing?
2. What is the central purpose of trade marketing?
3. A retailer introducing integrated online ordering, store pickup, and in-store purchasing is responding most directly to which challenge?
What does retail marketing focus on in terms of product and pricing?
The retailer's assortment and price.
What does consumer marketing focus on regarding product and promotion?
The manufacturer's product and promotion.
What components does trade marketing combine to coordinate manufacturer-retailer relations?
Category management, promotional offers, merchandising, and logistics.
What challenges do retailers face in today's market?
Omnichannel development, product standardization, multicultural demand, ageing population, family fragmentation, inflation, supply difficulties, corporate social responsibility, and competition.
What defines the primary catchment area of a store?
It directly surrounds the store, has the highest customer density, and accounts for 60% to 80% of customers.
What percentage of customers does the secondary catchment area provide?
15% to 25% of additional, more dispersed customers.
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