Part One
The Structure of the Retail Industry
Chapter One
Retail Merchandising After reading this chapter, you will be able to discuss the following: ✚✚ ✚✚ ✚✚
The role of retailing in the marketing channel. The merchandising functions within a retail organization. The skills needed for success in merchandising careers.
The task of assembling an assortment of merchandise that appeals to a store’s customers is a challenging proposition. Meeting this challenge requires knowledge of consumer products, consumer behavior, and the store’s strategy for growth and profit. Fundamental to this knowledge is an understanding of the role that retail stores play in channeling products from producers to consumers and the ways in which retail enterprises are structured to perform this function. This chapter covers these two topics, as well as the personal qualifications necessary for individuals who wish to pursue careers in the exciting field of retail merchandising.
The Marketing Channel The marketing channel represents the flow of goods from point of production to point of consumption. The model traces the distribution of a product from the manufacturer, or producer, to the final consumer, or ultimate user of the product. The marketing channel is sometimes referred to as the distribution channel, distribution pipeline, or supply chain.
Chapter One: Retail Merchandising
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