Introduction to Marketing
Retail Stores
Visit any retail establishment of your choice in order to gain specific knowledge about the marketing activities of the operation. Provide a 2-3 page report on your visit using at least two references (one reference to be the textbook) to support your analysis. Suggested areas to analyze include:
1. Type of outlet (convenience, shopping specialty, etc.)
2. Location - Describe reason for specific location.
3. Customer profile - Who shops there? Target market segments?
4. Unique competitive positioning - What separates them from competition?
5. Categories of products (types, quality, brand, non-brand and assortment)
6. High, medium, low prices (example: high quality-high price)
7. Can products be easily competitively shopped at other retail stores?
8. How well is the store laid out - displays, etc.?
9. Are promotions consistent with image? Are special sales obvious?
10. Sales approach - aggressive, laid back, or in-between?
11. Is information available to help you? Do they hide prices?
12. Can you get answers easily from clerks?
13. Do sales people seem well trained?
14. Return policies and warranties?