Retail Marketing and Communication

Learn retail marketing, shopper behavior, and personal selling. Explore strategies for effective promotions and in-store experiences to attract customers and boost sales.

Retail Marketing and Communication

1 Overview of Retail Marketing

  1. Elements of Retailing Industry
  2. Importance of Retailing
  3. Retail Strategy and Structure
  4. Retailing Formats (Classifying Retail Firms)
  5. The Wheel of Retailing
  6. Retailing Decisions
  7. Emerging Trends in Retail Marketing
  8. Concept of Marketing Management in Retail
  9. Core Marketing Concepts
  10. Marketing in the New Economy

2 Understanding Shoppers and Shoppers’ Behavior

  1. Retail Activities
  2. Consumer’s Shopping Behavior Patterns
  3. Factors Affecting Consumer / Shopper Decision Making Process
  4. Stages of Consumer Decision Process
  5. Types of Consumer Decision Making Process
  6. Influence of Situational Variables on Shopping Behavior
  7. Consumer Images of Retail Stores

3 Personal Selling

  1. What is Personal Selling?
  2. Evolution of Personal Selling
  3. Importance of Personal Selling
  4. Advantages of Personal Selling
  5. Nature of Sales Job
  6. Objectives of Personal Selling
  7. Classifying Selling Roles
  8. Qualities of a Sales Person
  9. The Ineffective Salesperson
  10. The Effective Salesperson
  11. Role of Information Technology in Personal Selling

4 Customer and Customer’s Needs

  1. What Is Need?
  2. Needs Arousal
  3. Goals
  4. Needs and Wants
  5. Motive
  6. Customer Emotions
  7. Needs, Self-Expression, and Consumer Behavior

5 Steps in Selling-I

  1. What is Personal Selling Process?
  2. The Personal Selling Process- B2B

6 Steps in Selling-II

  1. Objections
  2. Closing The Sale
  3. Follow Up and Complaints
  4. Personal Selling Process in Retail

7 Overview of Retail Promotions

  1. Introduction to Retail Promotion
  2. Role of Retail Promotion
  3. Objectives of Retail Promotion Mix
  4. Retail Promotions and Communication Process
  5. Cost Effective Promotional Methods
  6. Retailers Goals & Promotional Goals
  7. The Promotional Mix Elements
  8. Promoting the Retailer as a Brand

8 Advertising and Promotion

  1. Fundamentals of Advertising
  2. Retail advertising
  3. Below the Line Advertising
  4. Sales Promotion
  5. Retail Promotion Techniques

9 In-store Promotion and Management

  1. Concept of Store Management
  2. Types of Stores & Product Assortment
  3. Services Offered by Retailers
  4. Retail Chain Concept
  5. Product Positioning
  6. Promotional Methodologies

10 In-store Objectives, Advantages and Limitations

  1. Why in-Store Promotion?
  2. Promotional Objective Parameters
  3. Objectives of In-Store Promotion
  4. Growth of In-Store Promotion
  5. Opportunities and Limitations of In-store Promotion

11 In-store Promotions, Strategies, Budgets and Evaluation

  1. Strategy Formulation Basis and Budget Creation
  2. Creation of a Marketing Budget
  3. The Product (or Service)
  4. Overall Price Strategies
  5. Product Characteristics
  6. Strategies for In-store Promotions
  7. Customer Retention Schemes
  8. Footfall Increase Management & Conversion to Sales Strategies

12 Types and Techniques of Sales In-store Promotions

  1. Store Positioning
  2. Developing In-store Promotional Programme
  3. Determination of Promotional Objectives
  4. Establishing an Overall Promotional Budget
  5. Sources of Sales Promotion
  6. Tools and Techniques of In-store Promotion
  7. In-store Activities
  8. Measuring In-store Effectiveness