1. Determine What to Buy Know and understand the role of the marketing mix and research in a retail store.

2. The Marketing Mix Marketing Mix – a blend of features that satisfies your chosen market, also known as the 4 P’s of marketing Marketing Mix – a blend of features that satisfies your chosen market, also known as the 4 P’s of marketing Must be directed to a well-defined target market Must be directed to a well-defined target market Product Strategy – what goods or services are in demand based on consumer needs and wants; when a customer decides which brand, type, or model to buy, they are making a product decision Product Strategy – what goods or services are in demand based on consumer needs and wants; when a customer decides which brand, type, or model to buy, they are making a product decision Pricing Strategy – based on Pricing Strategy – based on Costs and Expenses Costs and Expenses Economic Conditions Economic Conditions Customer Impressions Customer Impressions Competition Competition Place Strategy – how and where products are offered to your customers; can be thought of as distribution; when a customer decides where to buy he/she is making a place decision Place Strategy – how and where products are offered to your customers; can be thought of as distribution; when a customer decides where to buy he/she is making a place decision Promotion Strategy – used to encourage public acceptance of the business and the product mix Promotion Strategy – used to encourage public acceptance of the business and the product mix

3. Help with Buying Decisions Internal Sources Internal Sources Store Records – past sales records may be the most important source of information Store Records – past sales records may be the most important source of information Want slip – a form completed each time a customer requests a product not in stock Want slip – a form completed each time a customer requests a product not in stock Management Management Sales Staff Sales Staff External Sources External Sources Customers – questionnaires or surveys can determined consumer wants and needs Customers – questionnaires or surveys can determined consumer wants and needs Magazines, Trade Journals, and Trade Shows – show current trends Magazines, Trade Journals, and Trade Shows – show current trends Trade shows – periodic, temporary exhibits that are scheduled throughout the year in various trading centers Trade shows – periodic, temporary exhibits that are scheduled throughout the year in various trading centers Trade Associations Trade Associations Competitors Competitors

4. The most important factor for buyers to keep in mind throughout the retail buying process is the customers’ needs and wants The most important factor for buyers to keep in mind throughout the retail buying process is the customers’ needs and wants