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MKT490 Retail Marketing Introduction
The American Marketing Association defies Marketing as the, “activity, set of institutions, and processes for
creating, communicating, delivering, and exchanging offerings that have value for customers, clients,
partners, and society at large.”
This course is Retail Marketing or, the marketing of products and services at the retail level. Defining the
function and term; retail would then incorporate the selling of merchandise directly to the consumer in the
marketplace.
Combined with marketing, it encompasses all of the activities; both required and associated with, identifying
the wants and needs of target customer. The next step is to consistently satisfy those customers at a level
beyond expectation and far better than the competition because you have performed in-depth consumer
research by analyzing their needs in order to make strategic decisions about product design, pricing,
promotion and distribution.
According to marketing textbook authors by Louis E. Boone and David L. Kurtz, "Marketing is the process of
planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services,
organizations, and events to create and maintain relationships that will satisfy individual and organizational
objectives."
This Retail Marketing course will cover the sale of goods or merchandise in small or individual quantities to
the end user/consumer for direct consumption from a retailer who, in turn:
 Buys goods or products in large quantities from manufacturers or importers, either
directly or through a wholesaler
 Sells in smaller quantities to the end-user via a specified point-of-purchase such as
discount houses, specialty stores, department stores, supermarkets, consumer
cooperatives vending machines, door-to-door and telephone sales, direct-mail marketing
and the Internet.
Retailers are at the end of the supply chain. Wholesalers sell goods or products in large quantities from
manufacturers or importers to retailers. Manufacturers see the process of retailing as a necessary part of
their overall distribution strategy. Some manufacturers avoid the wholesaler and retailer and sell “factory
direct” to the end consumer.
Consumers are also referred to as shoppers since the act of shopping is interchangeably referred to as
buying but it is also conducted as an entertainment or recreational activity. Recreational shopping or
window shopping usually entails looking not buying. It is also referred to as browsing because it does not
always result in a purchase.