营销外文中英文翻译外文文献英文文献零售企业的营销策略.doc

外文出处： PhilipKotler: Marketing Management.Prentice-Hall International 524-530) MARKETNG DECISIONS OF RETAILER Retailers today are anxious to find new marketing strategies to attract and hold customers. In the past they held customers by offering convenient location, special or unique assortments of goods, greater or better services than competitors, and store credit cards. All of this has changed. Today, national brands such as Calvin Klein, Izod, and Levi are found in most department store, in their drive for volume , national-brand manufacturers have place their branded goods everywhere. The result is that retail-store assortments have grown alike. Service differentiation also has eroded. Many department stores have trimmed services, and many discounters have increased services. Customers have become smarter shoppers. They do not want to pay more for identical brands, especially when service differences have diminished. Nor do they need credit form a particular store, because bank credit cards have become almost universal. In the face of increased competition for discount houses and specialty stores, department stores are waging a comeback war. Once located in the center of cities, many opened branches in suburban shopping centers, where parking is plentiful and family incomes are higher. Others run more frequent sales, remodel their stores, and experiment with mail-order and telemarketing. Facing competition form superstores, supermarkets have opened larger stores, carrying a larger number and variety of items, and upgraded their facilities. Supermarkets have also increased their promotional budgets and move heavily into private brands to increase profit margins. We will examine retailers’ marketing decisions in the areas of target market, product assortment and procurement, services and store atmosphere, price, promotion, and price. Target Market A retailers’ most important decision concerns the target market. Until the target market is defined and profiled, th