PositioningRetail
253
After studying this chapter, you will be able to
explain how to target a specifi c retail market.
analyze consumer buying motives.
describe how stores differentiate themselves
from competitors.
summarize merchandise and service product
strategies.
interpret various pricing strategies.
explain place strategies of site location and
facility design.
summarize promotion strategies.
identify changing trends in retail positioning.








Fashion Terms
retail positioning
merchandising policies
operational policies
buying motives
product motives
patronage motives
direct competition
indirect competition
vertical competition
lifestyle competition
ambiance
assortment breadth
assortment depth
prestige pricing
price promoting
value pricing
everyday low pricing
intensive market coverage
selective market coverage
exclusive market coverage
Business success depends on building a
growing body of satisfi ed customers. To do this,
retailers must fi rst defi ne their target markets
and decide how they will be positioned in those
markets.
Retail positioning relates to where a retailer
situates itself in the consumer market. This
positioning guides all other decisions about how
the retailer satisfi es its target customers while
differentiating itself from competitors. This is
done with a marketing mix that blends variables
of product, price, place, and promotion into
an overall strategy for retailing success. Some
Chapter13.indd 253 Chapter13.indd 253 3/21/2008 3/21/2008
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