Retail marketing mix.ppt

Dr. Gopal Thapa: Retail Marketing Mix for BBA

1. Retail Marketing Mix
Dr. Gopal Thapa
TribhuvanUniversity

2. Marketing Mix
The set of controllable tactical marketing tools that
the firm blends to produce the response it wants in
the target market
Kotler
2/5/2023 Prepared by Dr. Gopal Thapa 2

3. Four Ps
Product
Price
Place
Promotion
2/5/2023 Prepared by Dr. Gopal Thapa 3

4. Marketing Mix for Services
Product
Price
Place
Promotion
Booms and Bitner(1981)
People
Process
Physical evidence
2/5/2023 Prepared by Dr. Gopal Thapa 4

5. The Retail Product
A product is anything that can be offered to a
market that may satisfy a need or want
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6. A Breakdown of Retailing as a
Product
Service
Quality
Merchandise
Brand name
Features and benefits
Atmospherics
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7. Service
(Five Dimension to Measure Service Quality)
Tangibles: Uniforms, toilets, mirrors, fitting rooms
Reliability: Ability to perform the service
dependability and accurately
Responsiveness: By reacting in a timely manner
with the right level of knowledge and courtesy
Empathy: Providing a caring, individualized
service for customers
Assurance: to provide credibility that the service
standard will be upheld
2/5/2023 Prepared by Dr. Gopal Thapa 7

8. Atmospherics
The use of space, color, walls, floor coverings,
lighting, music, scent and so on can be controlled
by the retailer.
The combinations of those planned physical
messages is known as atmospherics
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9. Atmospherics
The changes made to the design of buying
environments that produce special emotional
effects that subsequently enhance the likelihood
that purchase will take place .
David Gilbert
2/5/2023 Prepared by Dr. Gopal Thapa 9

10. The main Sensory Mediums
Visual: color, brightness or variation of light, size
shape, texture
Aural: volume, beat, pitch, harmony-recognized/
favored music
Olfactory: Scent, freshness
Tactile: Softness, smoothness, shape-surface and
display area by feel or touch
2/5/2023 Prepared by Dr. Gopal Thapa 10