Class notes
Lectures Retailmarketing
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Detailed notes of the lectures of the course Retail Marketing (6 weeks). Annotations are mainly in English, with some clarification in Dutch.
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Lectures Retail MarketingLecture 1
Retail = all business management activities that focus on the direct sales of goods and
services to consumers, provided that the goods and services are paid out of the net income
of the customers.
Direct sales = goods & services that are sold directly to consumers…
Goods & services
o Retail expenditures on services by consumers (banking, holidays, medical
services)
o Retail expenditures on goods by consumers (including goods which can be
consumed immediately)
Net income = sums paid out of the gross salary (pension payments for example) do
not qualify as retail spending because that’s not…
Retail trade = the part of the total economic activity that deals with the sales of goods
directly to consumers.
Different forms of retail
Stores
Online
Market trade
Door-to-door sales
Houseparties (Tupperware parties)
Vending machines
Business chain
The retailers are one step before the consumers. One hand you have consumers, on the
other hand you have manufacturers and whole-sale industries.
Economic theory
Retail can only exists of the root from manufacturer retailer consumers is cheaper
than if the products go directly from manufacturers consumers.
Changing function of retail
We have internet, technology and consumers’ behavior is different.
Traditional function:
Art of distribution
Re-allocation of the flow of goods
o Time
o Place
o Quantity
Product push
Retailers were part of the goods producing process
1
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