● An introduction to retailing, Product, Price, Place, Promotion Building and sustaining
relationships in retailing, what “value” really means differences between goods and service retailers
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● impact of technology on relationships in retailing Strategic planning in retailing, steps in strategic
planning for retailers, individual controllable and uncontrollable elements of a retail strategy
Identifying and understanding consumers
● identify, understand, and appeal to its target marketconsumer shopping behavior, including the
consumer decision process and its stages
● retailer actions based on target market planning, environmental factors that affect consumer spending
● avoid strategies based on inadequate information
● information flows in a retail distribution channel retail information system, its components, and the
recent advances
● the marketing research process Trading-Area Analysis, concept of a trading area and its related
components
● three major factors in trading-area analysis: population characteristics, economic base characteristics,
and competition and the level of saturation operations management, profit planning
● asset management, including the strategic profit model, other key business ratios, and financial trends
the operational scope of operations management
● specific aspects of operating a retail business Pricing in Retailing
● the role of pricing in a retail strategy
● pricing decisions must be made in an integrated and adaptive manner the impact of consumers;
government; manufacturers, wholesalers, and other suppliers; and current and potential competitors
on pricing decisions